Pengaruh Brand Image Kualitas Produk dan Electronic Word of Mouth Terhadap Keputusan Pembelian Laptop Merek HP Pada Mahasiswa Politeknik Negeri Jember

Nasrullah, Alfi Khuzil (2026) Pengaruh Brand Image Kualitas Produk dan Electronic Word of Mouth Terhadap Keputusan Pembelian Laptop Merek HP Pada Mahasiswa Politeknik Negeri Jember. Undergraduate thesis, Politeknik Negeri Jember.

	Text (Abstract) Abstrak.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (314kB)
	Text (Bab 1 Pendahuluan) Bab1 Pendahuluan.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (408kB)
	Text (Daftar Pustaka) Daftar Pustaka.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (301kB)
	Text (Laporan Lengkap) Laporan Lengkap_.pdf - Submitted Version Restricted to Registered users only Download (2MB) | Request a copy

Abstract

This study aims to analyze the influence of brand image, product quality, and electronic word-of-mouth (e-WOM) on the purchasing decisions of HP laptops among students at Politeknik Negeri Jember. Data collection was conducted using a quantitative method through an online questionnaire distributed via Google Forms. The research involved 100 respondents selected using a non-probability sampling technique with a purposive sampling approach, targeting students who met the criteria of product usage and digital information search. The collected data were analyzed using multiple linear regression analysis with the aid of SPSS software. The findings of this study indicate that, individually, brand image does not have a significant effect on purchasing decisions. On the other hand, product quality is proven to have a positive and significant influence on purchasing decisions, and electronic word-of-mouth (e-WOM) does not have a significant influence on purchasing decisions. Nevertheless, purchasing decisions are significantly influenced by the combination of brand image, product quality, and electronic word-of-mouth (e-WOM) when evaluated simultaneously

Actions (login required)

View Item