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) 📅 2024 Vol 2, No 1 🔗 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.
 
 
 
Keywords
Electronic Word of Mouth; Brand Image; Product Quality; and Purchase Intention
How to Cite

Muhammad Fahriansyah, et al. (2024). 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. JURNAL RISET MANAJEMEN (JURMA), 2(1). https://doi.org/10.54066/jurma.v2i1.1622

Muhammad Fahriansyah; Dewi Sri Woelandari Pantjolo; Bayu Seno Pitoyo, "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," JURNAL RISET MANAJEMEN (JURMA), vol. 2, no. 1, 2024.

Muhammad Fahriansyah; Dewi Sri Woelandari Pantjolo; Bayu Seno Pitoyo. "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." JURNAL RISET MANAJEMEN (JURMA), vol. 2, no. 1, 2024.

Muhammad Fahriansyah; Dewi Sri Woelandari Pantjolo; Bayu Seno Pitoyo. "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." JURNAL RISET MANAJEMEN (JURMA) 2, no. 1 (2024).

Muhammad Fahriansyah, et al. (2024) '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', JURNAL RISET MANAJEMEN (JURMA), 2(1). doi: 10.54066/jurma.v2i1.1622.

Muhammad Fahriansyah; Dewi Sri Woelandari Pantjolo; Bayu Seno Pitoyo. 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. JURNAL RISET MANAJEMEN (JURMA). 2024;2(1).

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