KIKI, RASMAN (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP BUYING DECISION EMAS DENGAN CONFIDENCE SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Nasabah PT. Pegadaian UPC. Pasar Tugu). Diploma thesis, UIN Raden Intan Lampung.
Full text not available from this repository.Abstract
ABSTRAK Di dalam sebuah perusahaan strategi pemasaran merupakan faktor yang sangat penting. Agar perusahaan mencapai tujuan jangka panjang, meningkatkan efisiensi operasional, dan meningkatkan daya saing di pasar, karena keberhasilan suatu perusahaan di pengaruhi oleh keputusan pembelian. Rumusan masalah pada penelitian ini Apakah electronic word of mouth berpengaruh terhadap confidence, Apakah brand image berpengaruh terhadap confidence, Apakah confidence berpengaruh terhadap buying decision, Apakah electronic word of mouth berpengaruh terhadap buying decision, Apakah brand image berpengaruh terhadap buying decision, Apakah Peran confidence memediasi pengaruh electronic word of mouth terhadap, buying decision, Apakah Peran confidence memediasi pengaruh brand image terhadap buying decision. Penelitian ini merupakan penelitian kuantitatif, populasi dalam penelitian ini adalah seluruh nasabah PT. Pegadaian yang mempunyai tabungan emas. Sampel yang digunakan dalam penelitian ini adalah 68 responden. Pengumpulan data menggunakan kuisoner, dan observasi. Teknik analisis data yang digunakan dalam penelitian ini adalah model SEM dengan menggunakan SmartPLS versi 4.0. Hasil penelitian yang diperoleh secara langsung setiap variabel yaitu electronic word of mouth tidak berpengaruh positif dan signifikan terhadap buying decision, brand image berpengaruh positif dan signifikan terhadap confidence, confidence berpengaruh positif dan signifikan terhadap buying decision, electronic word of mouth tidak berpengaruh terhadap buying decision, brand image berpengaruh positif dan signifikan terhadap buying decision, dan untuk hasil uji melewati variabel mediasi diperoleh confidence tidak memediasi electronic word of mouth terhadap buying decision. confidence memediasi brand image terhadap buying decision secara Parcial mediasi. Kata Kunci: Electronic Word of Mouth, Brand Image, Confidence, Buying Decision. ABSTRACT In a company, marketing strategy is a very important factor. In order for the company to achieve long-term goals, improve operational efficiency, and increase competitiveness in the market, because the success of a company is influenced by purchasing decisions. The formulation of the problem in this study is whether electronic word of mouth has an effect on confidence, whether brand image has an effect on confidence, whether confidence has an effect on buying decisions, whether electronic word of mouth has an effect on buying decisions, whether brand image has an effect on buying decisions, whether the role of confidence mediates the influence of electronic word of mouth on buying decisions, whether the role of confidence mediates the influence of brand image on buying decisions. This research is a quantitative research, the population in this study are all customers of PT. Pegadaian who have gold savings. The sample used in this study was 68 respondents. Data collection using questionnaires and observations. The data analysis technique used in this study is the SEM model using SmartPLS version 4.0. The results of the study obtained directly each variable, namely electronic word of mouth has no positive and significant effect on buying decisions, brand image has a positive and significant effect on confidence, confidence has a positive and significant effect on buying decisions, electronic word of mouth does not affect buying decisions, brand image has a positive and significant effect on buying decisions, and for the test results passing the mediation variable, confidence does not mediate electronic word of mouth on buying decisions. confidence mediates brand image on buying decisions through partial mediation. Keywords: Electronic Word of Mouth, Brand Image, Confidence, Buying Decision.
| Item Type: | Thesis (Diploma) |
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| Depositing User: | Users 526 not found. |
| Date Deposited: | 04 Aug 2025 02:43 |
| Last Modified: | 04 Aug 2025 02:43 |
| URI: | https://repository.radenintan.ac.id/id/eprint/39437 |
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