ANALISIS PURCHASE DECISION INVOLMENT MELALUI EWOM PAKAIAN MERK NASIONAL DI KOTA BATAM
DOI:
https://doi.org/10.33578/mbi.v17i8.325Keywords:
E-WOM, Pakaian, Purchase Decision InvolmentAbstract
Penelitian ini bertujuan untuk menganalisa faktor yang dapat mempengaruhi purchase decision involment pakaian merk nasional melalui e-wom. Populasi yang menjadi target pada penelitian ini adalah masyarakat yang ada di Kota Batam yang menggunakan pakaian merek nasional The Executive, Erigo, Major Minor dan Elhaus. Penelitian ini menggunakan jenis penelitian kausal komparatif (Causal-Comparative Research) atau biasa disebut juga dengan penelitian sebab akibat dengan teknik analisis statistic deskriptif. Sample yang digunakan pada penelitian ini yaitu sebanyak 350 responden yang didapatkan dari penyebaran kuesioner melalui google form. Teknik analisa data yang digunakan dalam penelitian ini yaitu dengan menggunakan SEM PLS, perangkat lunak pengolahan data SmartPLS. Hasil penelitian ini menunjukkan bahwa Emotional Experience dan CSR berpengaruh negatif dan tidak signifikan terhadap e-WOM dan Purchase Decision Involment. Sementara untuk Service Quality, Customer Satisfaction, Customer Endorsement berpengaruh positif terhadap e-WOM dan Purchase Decision Involment.
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