?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+ELECTRONIC+WORD+OF+MOUTH+DAN+CITRA+MEREK++%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+MEREK+EIGER+DI+INDONESIA&rft.creator=Tri+Noverdo%2C+1811011021&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.subject=338+Produksi&rft.description=%0D%0A+%0D%0AABSTRAK%0D%0A%0D%0A+%0D%0APengaruh+Electronic+Word+Of+Mouth+Dan+Citra+Merek+%0D%0ATerhadap+Keputusan+Pembelian+Merek+Eiger+Di+Indonesia+%0D%0A%0D%0A%0D%0A%0D%0A%0D%0ASemakin+pesatnya+perkembangan+teknologi+dan+semakin+tingginya+tingkat+persaingan%0D%0Aproduk+outdoor+di+Indonesia%2C+membuat+pelaku+bisnis+produk+outdoor+perlu%0D%0Amemperhatikan+E-wom+yang+positif+dan+citra+yang+baik+dimata+calon+konsumen%2C+agar%0D%0Adapat+menciptakan+keputusan+pembelian+terhadap+produk+outdoor+tersebut.+Salah+satu%0D%0Aperusahaan+outdoor+di+Indonesia+adalah+perusahaan+Eiger.+Tujuan+penelitian+ini+untuk%0D%0Amenguji+pengaruh+variabel+electronic+word+of+mouth+dan+citra+merek+sebagai+variabel%0D%0Abebas+terhadap+keputusan+pembelian+sebagai+variabel+terikat+pada+merek+Eiger+di%0D%0AIndonesia.+Penelitian+ini+menggunakan+metode+survey+dengan+menyebarkan+kuisioner%0D%0Akepada+100+responden.+Sampel+menggunakan+purposive+sampling+yaitu+teknik+untuk%0D%0Amenentukan+sampel+dengan+kriteria+sesuai+yang+ditentukan+peneliti.+Metode+analisis%0D%0Ayang+digunakan+dalam+penelitian+ini+adalah+uji+validitas%2C+uji+reliabilitas%2C+tahap+analisa+%0D%0Adengan+menggunakan+regresi+linier+berganda%2C+dan+uji+hipotesis+yaitu+uji+t+dan+uji+F%0D%0Aserta+koefisien+determinasi(R%0D%0A2%0D%0A)%2C+dengan+menggunakan+aplikasi+program+IBM+SPSS+26%0D%0Afor+windows.+Hasil+penelitian+ini+menunjukkan+bahwa+variabel+electronic+word+of%0D%0Amouth+dan+citra+merek+berpengaruh+signifikan+terhadap+variabel+keputusan%0D%0Apembelian.%0D%0A%0D%0AKata+kunci%3A+Electronic+Word+Of+Mouth%2C+Citra+Merek%2C+Keputusan+Pembelian%2C%0D%0AProduk+Outdoor%2C+Eiger+%0D%0A%0D%0A+%0D%0AABSTRACT%0D%0A%0D%0A+%0D%0AThe+Influence+of+Electronic+Word+Of+Mouth+And+Brand+Image+%0D%0AOn+Purchasing+Decisions+Of+The+Eiger+Brand+In+Indonesia+%0D%0A%0D%0A+%0D%0ABy%3A%0D%0ATRI+NOVERDO+%0D%0A%0D%0A+%0D%0AWith+the+rapid+development+of+technology+and+the+increasing+level+of+competition+for%0D%0Aoutdoor+products+in+Indonesia%2C+outdoor+product+business+players+need+to+pay+%0D%0Aattention+to+positive+E-WOM+and+a+good+image+in+the+eyes+of+potential+consumers%2C+in%0D%0Aorder+to+make+purchasing+decisions+for+these+outdoor+products.+One+of+the+outdoor%0D%0Acompanies+in+Indonesia+is+the+Eiger+company.+The+purpose+of+this+study+was+to%0D%0Aexamine+the+effect+of+electronic+word+of+mouth+and+brand+image+as+independent%0D%0Avariables+on+purchasing+decisions+as+the+dependent+variable+on+the+Eiger+brand+in%0D%0AIndonesia.+This+study+used+a+survey+method+by+distributing+questionnaires+to+100%0D%0Arespondents.+The+sample+used+purposive+sampling%2C+namely+a+technique+for%0D%0Adetermining+the+sample+according+to+the+criteria+determined+by+the+researcher.+The%0D%0Aanalytical+method+used+in+this+research+is+validity+test%2C+reliability+test%2C+analysis+phase+%0D%0Ausing+multiple+linear+regression%2C+and+hypothesis+testing%2C+namely+t+test+and+F+test+and%0D%0Athe+coefficient+of+determination+(R2)%2C+using+the+IBM+SPSS+26+for+windows+application%0D%0Aprogram.+The+results+of+this+study+indicate+that+electronic+word+of+mouth+and+brand%0D%0Aimage+variables+have+a+significant+effect+on+purchasing+decision+variables.+%0D%0A%0D%0AKeywords%3A+Electronic+Word+Of+Mouth%2C+Brand+Image%2C+Purchase+Decision%2C+Outdoor%0D%0AProducts%2C+Eiger+%0D%0A%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2023-06-23&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74373%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74373%2F2%2FSKRIPSI%2520FUL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74373%2F3%2FSKRIPSI%2520FUL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Tri+Noverdo%2C+1811011021++(2023)+PENGARUH+ELECTRONIC+WORD+OF+MOUTH+DAN+CITRA+MEREK+TERHADAP+KEPUTUSAN+PEMBELIAN+MEREK+EIGER+DI+INDONESIA.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F74373%2F