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"ABSTRAKSkripsi ini bertujuan untuk menganalisis adanya pengaruh antara satisfaction dan trust terhadap word of mouth tentang asuransi jiwa syariah, serta pengaruhnya terhadap keputusan pembelian pada generasi Y. Penelitian ini menggunakan metode kuantitatif dengan jumlah responden 112 orang dan diolah melalui metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa satisfaction berpengaruh positif dan signifikan terhadap word of mouth, namun trust berpengaruh negatif dan tidak signifikan terhadap word of mouth. Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian pada generasi Y. Asuransi jiwa syariah dimiliki oleh umat Muslim dan Non-Muslim.

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ABSTRACTThis research aims to analyze the influence of satisfaction and trust on word of mouth about sharia life insurance, and its influence on buying decisions in generation Y. This study uses a quantitative method with a number of respondents 112 people and processed through the Structural Equation Model (SEM) method. The results of this study indicate that satisfaction has a positive and significant effect on word of mouth, but trust has a negative and not significant effect on word of mouth. Word of mouth has a positive and significant effect on buying decision on generation Y. Sharia life insurance is owned by Muslims and Non-Muslims."

"Skripsi ini bertujuan untuk menganalisis adanya pengaruh antara satisfaction dan trust terhadap word of mouth tentang asuransi jiwa syariah, serta pengaruhnya terhadap keputusan pembelian pada generasi Y. Penelitian ini menggunakan metode kuantitatif dengan jumlah responden 112 orang dan diolah melalui metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa satisfaction berpengaruh positif dan signifikan terhadap word of mouth, namun trust berpengaruh negatif dan tidak signifikan terhadap word of mouth. Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian pada generasi Y. Asuransi jiwa syariah dimiliki oleh umat Muslim dan Non-Muslim.

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This research aims to analyze the influence of satisfaction and trust on word of mouth about sharia life insurance, and its influence on buying decisions in generation Y. This study uses a quantitative method with a number of respondents 112 people and processed through the Structural Equation Model (SEM) method. The results of this study indicate that satisfaction has a positive and significant effect on word of mouth, but trust has a negative and not significant effect on word of mouth. Word of mouth has a positive and significant effect on buying decision on generation Y. Sharia life insurance is owned by Muslims and Non-Muslims. "

"ABSTRACTKepercayaan terhadap pesan iklan kini telah tergeser oleh tingginya kepercayaan pada pesan yang dari word of mouth. Penelitian ini menganalisis bagaimana word of mouth mempengaruhi tahapan proses pengambilan keputusan pada konteks layanan streaming musik Spotify, di mana word of mouth pada penelitian ini ditinjau melalui aspek pendorongnya yang berasal dari karakteristik brand. Penelitian kuantitatif ini menggunakan kuesioner online yang diambil menggunakan teknik convenience sampling pada generasi millennials di Jabodetabek. Pengujian dilakukan dengan uji analisis faktor dan regresi yang memiliki hasil bahwa terdapat pengaruh yang signifikan antara word of mouth terhadap tahapan proses pengambilan keputusan. Ditemukan bahwa word of mouth terdiri dari faktor rasional dan emosional sedangkan proses pengambilan keputusan yang terjadi adalah tahap pencarian informasi dan pemenuhan kebutuhan.

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ABSTRACTA person rsquo s trust on the messages delivered by advertising nowadays has been replaced by word of mouth. This research focuses on analyzing the influence of a person rsquo s decision making process on using Spotify, a music streaming service, through word of mouth that is derived from its brand characteristics drivers. This quantitative research uses online questionnaires targeting the millennials generation in Jabodetabek region by using convenience sampling technique. The analysis that is conducted by using factor analysis and regression test finds that the influence of word of mouth towards the steps of consumer decision making process is significant. It was found that word of mouth is composed of rational and emotional factors while decision making process that occurs is the information search and needs fulfillment."

"Penelitian ini dibuat dengan tujuan untuk mengetahui faktor-faktor yang mempengaruhi word-of-mouth terhadap keputusan pembelian konsumen pada agensi model Perfect10. Adapun variabel yang diuji pada penelitian ini adalah outcome risk, psychosocial risk, service purchase decision involvement, WOM influence, dan tie strength. Penelitian ini merupakan penelitian kuantitatif deskriptif. Data diperoleh dari penyebaran kuesioner kepada 113 responden yang pernah menggunakan jasa agensi model Perfect10. Analisis data pada penelitian ini menggunakan SPSS 24 for windows, dengan metode multiple regression. Hasil pengolahan menunjukkan bahwa tie strength berpengaruh positif terhadap WOM influence, service purchase decision involvement berpengaruh positif terhadap WOM influence, tie strength tidak memoderasi hubungan service purchase decision involvement terhadap WOM influence, outcome risk tidak berpengaruh secara positif terhadap service purchase decision involvement, dan psychosocial risk berpengaruh service purchase decision involvement.

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This study was made with the aim to determine the factors that affect the word of mouth to the consumer purchase decision on the model agency Perfect10. The variables tested in this study are outcome risk, psychosocial risk, service purchase decision involvement, WOM influence, and tie strength. This research is a descriptive quantitative research. Data were obtained from questionnaires to 113 respondents who had used the services of Perfect10 Model Management. Data analysis in this research using SPSS 24 for windows, with multiple regression method.

The result of this study found that tie strength positively affecting WOM influence, service purchase decision involvement positively affecting WOM influence, tie strength does not moderate the relationship between service purchase decision involvement to WOM influence, outcome risk does not affect service purchase decision involvement positively, and psychosocial risk positively affecting service purchase decision involvement."

"Pengambilan kcputusan high involvemenf dilakukan dengan evaluasi mendalam terhadap barang-barang yang bersifat risiko tinggi sepeni mobil, rumah, asuransi, pendidikan, kesehatan, dan lain sebagainya. Di tahun 2004, Toyota Astra Motor meluncurkan Toyota Avanza. Sebelurn peluncuran resmi, Toyota Astra Motor melakukan kampanye Word Of Mouth Toyota Avanza di intaemet. Hasilnya adalah penjualan Toyota Avanza yang fantastis. Hal ini menarik karena terjadi penngambilan keputusan high invofvemenr berdasarkan word of mouth. Untuk Penelitian ini bertujuan untuk mcngetahuiseberapa besar hubungan word of mouth dengan keputusau membeli. Metode: Disain studi yang digunakan adalah desain cross-sectional. Penelitian dilakukan di Jakarta, periode bulan Mei 2009. Responden adalah individu yang melihat informasi word of mouth Toyota Avanza di internet sebelum peluncuran resmi. Pcngumpulan data dilakukan dengan kuesioner. Variabcl yang diteliti adalah WOM dan pengambilan keputusan. Hasil: Jumlah responden adalah 45 responden. Niiai lebih yang diberikan Toyota Avanza memotivasi responden yang membicarakannya. Intemet merupakan media yang efektif untuk kampanye word of mouth. Blog, situs, chat-room tnerupakan aplikasi internet yang digunakan untuk word of mouth. Merck yang sudah sangat dikenal akan menguatkan kredibililas word of mouth. Jaringan sosial berfungsi sebagai jcmbatan peuerus informasi antar masing-masing kelompok. Ada kcbutuhan untuk memiliki mobil dengan harga teljangkau, suku cadang, ekonomis, luas dan lega, bentuk menarik dan berkelas, serta harga jual kembali yang tinggi. Ada hubungan yang cukup kuat antara word of mouth dengan pengarnbilan keputusan pembelian Toyota Avanza. Kesimpulan dan Saran: Ada hubungan word of mouth dengan keputusan pembelian. Sebaiknya produsen merespon ccpat tcrhadap word of mouth dan mcngcmbangkan komunitas sebagai jaringan sosial.

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High involvement decision making is conduct with deep evaluation for high risk product such as car, house, insurance, education, health, etc. In 2004, Toyota Astra Motor launched Toyota Avanza. Before official launching, Toyota Astra Motor was launched a word of mouth campaign about Toyota Avanza in the intemet. The result was a fantastic selling of Toyota Avanza. This is become interesting because a high involvemen decision making based on word of mouth. Therefore this study aim for to understand how much relationship between word 'of mouth and decision making.

Method: The study design are cross-sectional design. The study done in Jakarta, May 2009 period. Responden are individual who saw information word of Mouth about Toyota Avanza in the internet before official launching. Data collecion was conducted with questionnarc. Variable are WOM and decision making.

Results: Number of respondent are 45 respondent. Value added that Toyota Avanza offer give responden a motivation to discuss it. Internet are the effective media for word of mouth campaign. Blog, sites, chat~room are internet application for word of mouth. Respectable brand will enchanced word of mouth credibility. Social network ftmction as infomation bridge between groups. There is a need for a car that posses affordable price and sparc parts, economy, wide and spacious, stylish shape and high resale value. There is a sufficient relationship between word of mouth and decision making for Toyota Avanza.

Conclusion and Suggestion: There is a relationship between word of mouth and decision making. Produsen must make a quick respond for word of mouth and developing community as social network."

"Banyaknya pesaing bisnis kuliner memberikan dampak terhadap keputusan pembelian konsumen yang akan dipengaruhi pada saat mereka mempertimbangkan merek, kualitas, dan harga dari produk yang akan dibeli. Oleh karena itu, pemasar perlu memperhatikan strategi dan media promosi yang tepat dan inovatif agar proses pemasaran dapat berjalan secara efektif. Instagram marak digunakan sebagai lahan bagi pemasaran produk kuliner untuk mempromosikan produknya secara online. Pemasar di Instagram menggunakan selebriti dalam berbagai iklan yang dikenal dengan celebrity endorsement. Celebrity endorsement merupakan salah satu strategi pemasaran yang kreatif untuk meningkatkan volume penjualan karena selebriti memiliki daya tarik dan diikuti banyak penggemar. Selain itu, pesan yang disampaikan khalayak di social media Instagram juga menimbulkan terciptanya Electronic Words-of-Mouth (e-WOM). Penelitian ini fokus pada pengaruh Celebrity Endorsement dan Electronic Words-of-Mouth terhadap keputusan pembelian produk kuliner Bandung Makuta, baik hubungan secara langsung maupun menggunakan mediator Brand Image. Teknik pengambilan sampel yang digunakan adalah sampel jenuh dengan metode sensus dan didapatkan sebanyak 200 responden. Hasilnya, Celebrity endorsement tidak memiliki pengaruh langsung terhadap keputusan pembelian, namun memiliki pengaruh tidak langsung melalui brand image. Sedangkan electronic words-of-mouth memiliki pengaruh langsung maupun tidak langsung melalui brand image terhadap keputusan pembelian.

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The number of culinary business competitors has an impact on consumer purchasing decisions that will be affected when they consider the brand, quality, and price of the product to be purchased. Therefore, marketers need to pay attention to the right and innovative strategies and media promotions so that the marketing process can run effectively.

Instagram is widely used as a media for marketing culinary products to promote their products online. Marketers on Instagram use celebrities in various advertisements known as celebrity endorsement. Celebrity endorsement is one of the creative marketing strategies to increase sales volume because celebrities have appeal and are followed by many fans. In addition, the message conveyed by Instagram audiences on social media also led to the creation of Electronic Words-of-Mouth (e-WOM).

This research focuses on the effect of Celebrity Endorsement and Electronic Words-of-Mouth on purchasing decisions for Bandung Makuta culinary products, both directly and using Brand Image as a mediator. The sampling technique used was a saturated sample with a census method and obtained as many as 200 respondents.

The result is celebrity endorsement does not have a direct effect on purchasing decisions, but has an indirect effect through the brand image. While electronic words-of-mouth has a direct or indirect effect through a brand image of purchasing decisions."

"ABSTRAKPada tahun 2015, Indonesia berada di peringkat ketiga negara pengguna smartphone terbanyak dengan jumlah mencapai 65.2 juta pengguna (eMarketer Worldwide Mobile Users, 2015). Semua lapisan masyarakat kini memiliki akses untuk menggunakannya. Dalam membeli smartphone ada beberapa kriteria yang menjadi pertimbangan konsumen di Indonesia, yaitu fitur, harga, merek, serta tampilan smartphone tersebut. Namun di kondisi sekarang dimana biaya hidup terus meningkat, konsumen semakin sensitif dan selektif terhadap harga. Untuk mencari informasi mengenai kriteria-kriteria tadi, mayoritas konsumen di Indonesia menggunakan informasi word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, ritel di bidang telekomunikasi terbesar di Indonesia yang fokus pada distribusi smartphone, adalah contoh ritel yang mampu melihat peluang dari fenomena diatas. Tujuan penelitian ini untuk mengetahui pengaruh perceived price dan word of mouth terhadap keputusan pembelian pada PT Erafone Artha Retailindo. Penelitian dilakukan pada lingkup mahasiswa Fakultas Ekonomi Universitas Indonesia Depok Angkatan 2011-2013, dengan objek penelitian dibatasi pada perceived price dan word of mouth sebagai variabel independen dan keputusan pembelian sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survey yang dipilih secara random sampling. Hasil penelitian yang berdasarkan uji regresi menunjukkan bahwa (1) variabel perceived price memiliki pengaruh signifikan terhadap variabel word of mouth, (2) word of mouth memiliki pengaruh signifikan terhadap keputusan pembelian, dan (3) perceived price memiliki pengaruh signifikan terhadap keputusan pembelian pada ritel Erafone

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ABSTRACTIndonesia is the world?s third-largest smartphone user populations with around 65,2 users by 2015 (eMarketer Worldwide Mobile Users, 2015). Nowadays, so many people, from all social class, can easily afford it. There are some criteria that might consider before purchasing smartphone, some of the criteria include: feature, price, brand, and appearance. However, in the presence of higher living cost, they have more price sensitivity and become increasingly selective. They tend to seek information from word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, Indonesia?s leading telecommunication retail concentrating on the distribution of smartphone, is one of the example of succesful retail from the phenomenon listed above. The purpose of this study is to determine the effect of perceived price and word of mouth towards purchase decision on PT Erafone Artha Retailindo. The study conducted in the scope of the student of Faculty of Economics Universitas Indonesia Depok Class of 2011-2013, with the object of study is limited only to the variables of perceived price and word of mouth as the independent variable and purchase decision as the dependent one. This study is using quantitative method whom selected using random sampling method. The results of statistical tests using regression model indicate that (1) price differentiation has a significant effect towards word of mouth, (2) word of mouth has a significant effect towards purchase decision, and (3) price differentiation has a significant effect towards purchase decision"

"Dengan meningkatnya penggunaan internet, sekarang media sosial digunakan untuk mendapatkan informasi, seperti informasi mengenai produk kecantikan. Salah satu sumber informasi yang sering digunakan adalah beauty vlogger. Penelitian ini menjelaskan pengaruh ulasan oleh beauty vlogger Suhay Salim sebagai electronic word of mouth dan faktor psikologis pembelajaran dan persepsi produk terhadap proses pengambilan keputusan dengan melakukan studi pada generasi milenial yang pernah menonton video ulasan produk Aloe Vera Gel Nature Republic oleh Suhay Salim. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan survei penyebaran kuesioner secara online yang berdasarkan teknik simple random sampling terhadap 118 orang sampel. Model penelitian diuji dengan analisis regresi berganda melalui SPSS dan memperlihatkan bahwa e-WOM serta faktor psikologis secara simultan berpengaruh signifikan terhadap proses pengambilan keputusan.

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With the emergence of internet usage, nowadays social media are being used as an information source. One of the information source is beauty vlogger. The objective of this research is to analyze the influence of ulasan by a beauty vlogger, Suhay Salim, as electronic word of mouth and psychological factor of learning and perception of the product towards decision making process. The study will be focusing on milenials who have watched Suhay Salim rsquo s video ulasan of Nature Republic Aloe Vera Gel. This quantitative research uses survey by distributing online questionnaire to 118 samples using simple random sampling method. This research is using multiple regression analysis with SPSS and it shows that there are influence between e WOM and psychological factors towards decision making process."

"Tesis ini membahas hubungan electronic word-of-mouth di social media dan brand image terhadap keputusan pembelian, studi dalam memilih preschool Highscope. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatori, responden adalah orang tua yang diwakili oleh ibu dari murid yang terdaftar di preschool Highscope, berjumlah 97 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa jalur untuk membuktikan hipotesis dalam penelitian ini. Hasil penelitian menunjukkan bahwa electronic word-of-mouth (e-WOM) di social media dan brand image memiliki pengaruh signifikan baik secara terpisah maupun secara bersama-sama terhadap keputusan pembelian.

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This thesis discusses about the relationship electronic word-of-mouth in social media and brand image on purchase decisions, in choosing a preschool Highscope study. This research is a quantitative study with explanatory design; respondents are parents who are represented by the mother of a student enrolled in preschool Highscope, totaling 97 people. Data analysis method are descriptive statistical analysis and path analysis to prove this research hypothesis. The results showed that the electronic word-of-mouth (e-WOM) in social media and brand image has a significant effect, either separately or jointly to the purchasing decision."

"Penelitian ini bertujuan untuk menganalisis pengaruh customer-to-customer electronic word of mouth melalui TikTok terhadap purchase intention skincare product pada generasi Z di Indonesia. Media sosial merupakan media penyebaran electronic word of mouth. Dalam penelitian ini, peneliti ingin menginvestigasi faktor apa yang memengaruhi eWOM usefulness dan credibility dan mengapa konsumen mengadopsi eWOM sebelum melakukan pembelian. Penelitian ini merupakan penelitian kuantitatif dan dengan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa aperceived persuasiveness, perceived informativeness, source expertise, dan source trustworthiness memiliki efek positif terhadap eWOM usefulness dan credibility dan pada akhirnya mempengaruhi purchase intention melalui mediasi.

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This study aims to analyze the influence of customer-to-customer electronic word of mouth via TikTok on the purchase intention of generation Z’s skincare products in Indonesia. Social media is a medium to spread electronic word of mouth. This research wants to investigate factors that affect eWOM’s usefulness and credibility and why consumers adopt eWOM before they make a purchase. The quantitative research was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM). According to the results, perceived persuasiveness, perceived informativeness, source expertise, and source trustworthiness have positive effects on eWOM's usefulness and credibility, then, through mediation, affect the purchase intention."