Analisa Pengaruh Komunikasi Pemasaran, Electronic Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian IPhone

Authors

  • Diah Fatma Sjoraida Padjadjaran University image/svg+xml
  • Benget Simamora Politeknik Negeri Media Kreatif
  • Ni Desak Made Santi Diwyarthi Politeknik Pariwisata Bali
  • Yanti Setianti Padjadjaran University image/svg+xml
  • Siti Aisyah Politeknik Negeri Media Kreatif

DOI:

https://doi.org/10.35870/emt.v8i3.2738

Keywords:

Purchasing Decisions

Abstract

The advancement of information and communication technology in everyday life has undergone many changes. Smartphone technology is a driver of change, influencing various aspects of society's activities. This research aims to analyze the influence of marketing communications, electronic word of mouth and product quality on iPhone purchasing decisions. The type of research used is quantitative. The independent variables in this research are marketing communications, electronic word of mouth and product quality, the dependent variable is purchasing decisions. The sample was 100 respondents. The method used is quantitative by obtaining data from questionnaires via Google from. The instrument in this research used a questionnaire which was then processed using IBM SPSS version 26 software. Data analysis used multiple linear regression. The partial results of this research show that marketing communications, electronic word of mouth and product quality have a significant positive effect on purchasing decisions. Simultaneously, the research results show that marketing communications, electronic word of mouth and product quality have a significant positive effect on purchasing decisions.

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Author Biographies

  • Diah Fatma Sjoraida, Padjadjaran University

    Program Studi Magister Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

  • Benget Simamora, , Politeknik Negeri Media Kreatif

    Program Studi Penerbitan, Politeknik Negeri Media Kreatif, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia

  • Ni Desak Made Santi Diwyarthi , , Politeknik Pariwisata Bali

    Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali, Kabupaten Badung, Provinsi Bali, Indonesia

  • Yanti Setianti, Padjadjaran University

    Program Studi Magister Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

  • Siti Aisyah, , Politeknik Negeri Media Kreatif

    Program Studi Teknik Grafika, Politeknik Negeri Media Kreatif, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia

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Published

2024-07-24

Issue

Vol. 8 No. 3 (2024): JULY 2024

Section

Articles

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Copyright (c) 2024 Diah Fatma Sjoraida, Benget Simamora; Ni Desak Made Santi Diwyarthi ; Yanti Setianti; Siti Aisyah

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How to Cite

Sjoraida, D. F., Simamora, B., & Setianti, Y. (2024). Analisa Pengaruh Komunikasi Pemasaran, Electronic Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian IPhone (N. D. M. S. Diwyarthi & S. Aisyah, Trans.). Jurnal EMT KITA, 8(3), 1145-1152. https://doi.org/10.35870/emt.v8i3.2738

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