| dc.contributor.author | Ghassani, Salsabil | |
| dc.contributor.author | Setyorini, Retno | |
| dc.date.accessioned | 2017-05-27T02:55:00Z | |
| dc.date.available | 2017-05-27T02:55:00Z | |
| dc.date.issued | 5/27/2017 | |
| dc.identifier.issn | 2252-8520 | |
| dc.identifier.uri | http://repository.ekuitas.ac.id/handle/123456789/267 | |
| dc.description | Salsabil Ghassani (salsabilghs@gmail.com) ; Retno Setyorini (ennosrini@gmail.com) - Prodi S1 Administrasi Bisnis, Fakultas Ekonomi dan Bisnis, Universitas Telkom | en_US |
| dc.description.abstract | Currently the electronic word of mouth became one of the campaigns that are often used by
companies to promote their businesses. In the era of globalization media campaign is very easy
to find due to the increase of Internet users every year. The number of local brands that have
sprung up at this time led to a greater concept store in Bandung to providing a wide range of
local clothing brand, a concept store in Bandung most widely known is the Happy Go Lucky.
This study was conducted to determine how the electronic word of mouth on the purchase
decision process in Happy Go Lucky. The method used is descriptive analysis method and
multiple linear regression with data retrieval using quantitative data collection. Sampling
technique used in this research is non probability sampling with accedental sampling technique.
Based on the overall results of hypothesis testing, electronic word of mouth is simultan
significant effect on purchasing decisions process at Happy Go Lucky Bandung with a value of
27,156 is greater than F table is 3,49 and the results of partial hypothesis testing that variabel
content that influence the purchase decision process. Based on the coefficients of determination,
it shows that purchasing decision wil be explained by the electronic word of mouth 45,9%,
while the remaining 54,1% are influenced by other variabels which are not examined in this
study. | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | STIE Ekuitas | en_US |
| dc.relation.ispartofseries | JR;00047 | |
| dc.subject | Electronic Word of Mouth | en_US |
| dc.subject | Purchase Decision Process | en_US |
| dc.title | Pengaruh Electronic Word of Mouth terhadap Proses Keputusan Pembelian Happy Go Lucky Bandung | en_US |
| dc.type | Article | en_US |
