Pengaruh Kualitas Produk dan Electronic Word Of Mouth Dengan Keputusan Pembelian Produk iPhone Sebagai Variabel Mediasi Terhadap Kepuasan Pelanggan

Nugroho, Victoria Clarissa Angelina (2025) Pengaruh Kualitas Produk dan Electronic Word Of Mouth Dengan Keputusan Pembelian Produk iPhone Sebagai Variabel Mediasi Terhadap Kepuasan Pelanggan. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Penelitian ini memiliki tujuan yakni guna menganalisis bagaimana Kualitas Produk (X1) dan Electronic Word of Mouth (X2) memengaruhi Kepuasan Pelanggan (Y) dengan Keputusan Pembelian sebagai variabel Mediasi (Z). Adapun metode yang dipakai ialah metode kuantitatif, dengan subjek penelitian yakni mahasiswa aktif di Universitas Wijaya Kusuma Surabaya, dan jumlah sampel adalah 100 responden. Adapun data dikumpulkan secara tidak langsung via kuesioner yang disebar di media sosial. Menggunakan teknik analisis data SPSS. Hasil analisis menampilkan bahwasanya kualitas produk memiliki pengaruh positif yang signifikan terhadap keputusan pembelian. Selain itu, electronic word of mouth memiliki dampak besar terhadap keputusan pembelian. Keputusan pembelian yang jelas mengomunikasikan tingkat kepuasan pelanggan, hubungan antara kualitas produk dan electronic word of mouth. Kata Kunci : Kualitas Produk, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian.   ABSTRACT The purpose of this research is to analyze how Product Quality (X1) and Electronic Word of Mouth (X2) influence Customer Satisfaction (Y) with Purchase Decisions as a Mediating variable (Z). The method used is a quantitative method, the research subjects are active students at Wijaya Kusuma University Surabaya, and the sample size is 100 respondents. Data collection was carried out indirectly through questionnaires distributed on social media. Using SPSS data analysis techniques. The analysis results show that product quality has a significant positive impact on purchasing decisions. Additionally, electronic word of mouth can have a major impact on purchasing decisions. Purchasing decisions clearly communicate the level of customer satisfaction, the relationship between product quality and electronic word of mouth.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Kualitas Produk, Electronic Word of Mouth, Kepuasan Pelanggan, Keputusan Pembelian.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	UWKS Victoria Clarissa Angelina Nugroho
Date Deposited:	16 Apr 2025 06:36
Last Modified:	16 Apr 2025 07:42
URI:	http://erepository.uwks.ac.id/id/eprint/20061

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