IKA, BELA (2023) PENGARUH BRAND IMAGE, E-WORD OF MOUTH, IMPULSE BUYING DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP ( Studi Kasus Pada Mahasiswa Institut Teknologi Dan Sains Mandala Jember ). Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This research is entitled "The Influence of Brand Image, E-Word of Mouth, Impulse Buying and Promotion on Purchase Decisions at Tiktok Shops (Case Study on Students of the Mandala Institute of Technology and Science Jember). This study aims to determine the effect of Brand Image, E-Word Of Mouth, Impulse Buying and Promotion on Purchase Decisions at Tiktok Shop (Case Study on Students of the Mandala Institute of Technology and Science, Jember), either partially or simultaneously. This type of research is quantitative. The population in this study were students of the Mandala Jember Institute of Technology and Science. The sample used was 100 respondents using the Ferdinand formula. The data analysis technique uses the Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test (R2) and Hypothesis Test. The results showed that Brand Image and Promotion variables had a partial effect on purchasing decisions at Tiktok Shop, but EWord Of Mouth and Impulse Buying did not partially affect purchasing decisions at Tiktok Shop. Keywords: Brand Image, E-Word Of Mouth, Impulse Buying, Promotion and Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:24
Last Modified:	10 Feb 2025 05:25
URI:	http://repo.itsm.ac.id/id/eprint/963

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