Sutopo, Ali (2025) PENGARUH PROMOSI DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA PRODUK TEH SOSRO (STUDI PADA KONSUMEN DI KABUPATEN PEKALONGAN). Thesis thesis, Universitas BPD.
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Abstract
This study examines the influence of promotion and electronic word of mouth (E-WOM) on purchasing decisions through brand image as a mediating variable for Sosro Tea products among consumers in Pekalongan Regency. Using a quantitative descriptive-verificative approach with purposive sampling, data were collected from 101 respondents who have consumed Sosro Tea. The data were analyzed using Structural Equation Modeling with SmartPLS software. The results indicate that promotion and E-WOM have a positive and significant effect on purchasing decisions, both directly and indirectly through the mediation of brand image. Brand image plays a crucial role in strengthening the relationship between promotion, E-WOM, and purchasing decisions. The findings highlight the importance of effective promotional strategies and positive online consumer communication in enhancing brand image and increasing consumer purchase intentions. This research provides valuable insights for marketers in managing promotional activities and maintaining brand reputation to boost sales.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini mengkaji pengaruh promosi dan electronic word of mouth (E-WOM) terhadap keputusan pembelian melalui citra merek sebagai variabel mediasi pada produk Teh Sosro di kalangan konsumen Kabupaten Pekalongan. Dengan menggunakan pendekatan deskriptif kuantitatif-verifikatif dan teknik purposive sampling, data dikumpulkan dari 101 responden yang pernah mengonsumsi Teh Sosro. Analisis data dilakukan menggunakan Structural Equation Modeling dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa promosi dan E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian secara langsung maupun tidak langsung melalui mediasi citra merek. Citra merek berperan penting dalam memperkuat hubungan antara promosi, E-WOM, dan keputusan pembelian. Temuan ini menegaskan pentingnya strategi promosi yang efektif dan komunikasi positif di media online untuk meningkatkan citra merek dan niat beli konsumen. Penelitian ini memberikan wawasan berharga bagi pemasar dalam mengelola aktivitas promosi dan mempertahankan reputasi merek guna meningkatkan penjualan. |
| Uncontrolled Keywords: | Promotion, E-WOM, Purchase Decision and Brand Image |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 23 Oct 2025 05:59 |
| Last Modified: | 23 Oct 2025 05:59 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2988 |
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