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All Journal Jurnal Riset Manajemen APPA : Jurnal Pengabdian Kepada Masyarakat
Muhammad Fahriansyah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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Journal : Jurnal Riset Manajemen

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Pengaruh Electronic Word Of Mouth, Brand Image, Dan Kualitas Produk Terhadap Minat Beli Smartphone Merek Iphone Pada Generasi Y Dan Generasi Z Di Kota Bekasi Muhammad Fahriansyah; Dewi Sri Woelandari Pantjolo; Bayu Seno Pitoyo
JURNAL RISET MANAJEMEN (JURMA) Vol 2 No 1 (2024): March : Jurnal Riset Manajemen
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v2i1.1622

Abstract

The research aims to empirically test the influence of electronic word of mouth, brand image, and product quality on interest in purchasing iPhone brand smartphone among generation Y and generation Z in Bekasi City. The sample for this research is generation Y and generation Z in Bekasi City who have an interest in buying iPhone brand smartphone. The sample was carried out using a non-probability sampling method, namely convenience sampling. Data collection was carried out using a questionnaire distributed via Goggle Form to 200 respondents. The analysis in this research uses Multiple Linear Regression Analysis, with t test hypothesis testing. The results of this research show that in the partial t test electronic word of mouth has no significant effect on purchase interest, brand image has a significant positive effect on purchase interest, and product quality has a significant positive effect on purchase interest. The results of the f test show that the variables electronic word of mouth, brand image, and product quality simultaneously influence the interest in buying iPhone brand smartphone among generation Y and generation Z in Bekasi City.
Co-Authors Ahmad Irfan Fauzi Akbar Saputra Widianto Aldi Andriansyah Ariyo Pranoto Dewi Sri Woelandari Pantjolo Fadly Al Shaky Farel Sasikirana Gilang Citra Ramadhan Kayla Nurhikmah Muhamad Fikriansyah Muhamad Fiqih Muhamad Hidayatulloh7 Muhammad Haikal Fachriansyah Muhammad Izzu Haq Muji Nur Fadilah Nanang Narotama Sesar Sungsang Noval Enggar Oktavian Pitoyo, Bayu Seno Rafli Almubarak