Skripsi

PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN JASA EKSPEDISI ANTERAJA DI KOTA PALEMBANG

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This research aims to determine the influence of brand image and electronic word of mouth on the usage decision of Anteraja courier services in Palembang. The sampling technique uses non-probability sampling. The sample studied in this research consisted of 100 respondents from Palembang who have used Anteraja courier services. This research employs a quantitative approach with primary data collection methods through questionnaires. The primary data were analyzed using SPSS Windows Version 26.0. The analysis results indicate that both brand image and electronic word of mouth variables have a significant influence, both partially and simultaneously, on the usage decision of Anteraja courier services in Palembang.

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Availability

Detail Information

Series Title

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Call Number

T1569992024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xvi, 107 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Perilaku konsumen
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

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