Skripsi

PENGARUH BRAND AWARENESS DAN E-WOM TERHADAP KEPUTUSAN PENGGUNA JASA TRANSPORTASI ONLINE MAXIM DI KOTA PALEMBANG

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This Research aims to determine the influence of Brand Awareness and Electronic Word of Mouth (E-WOM) on the decision to use Maxim online transportation services in Palembang City. The research method used is a quantitative approach. The data utilized in this study consist of primary and secondary data. The sampling technique employed was a questionnaire, with a total sample of 120 respondents who are residents of Palembang City. The data analysis technique used is multiple linear regression. Based on the t-test results, it can be concluded that the Brand Awareness variable has a significant effect on the decision to use Maxim online transportation services in Palembang City, as indicated by the t-value of 8.054, which is greater than the t-table value of 1.984. Meanwhile, the Electronic Word of Mouth (E-WOM) variable does not have a significant effect on the decision to use Maxim services, as indicated by the t-value of 0.909, which is lower than the t-table value of 1.984. Based on the simultaneous F-test, the F-value obtained is 147.599, which is greater than the F-table value of 3.07. Therefore, it can be concluded that simultaneously, Brand Awareness (X1) and Electronic Word of Mouth (X2) have a significant effect on the decision to use Maxim online transportation services in Palembang City.

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Detail Information

Series Title

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Call Number

T1975172026

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2026

Collation

xvii, 133 hlm.; ilus.; tab, 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)

Prodi Ekonomi Manajemen
Pemasaran — Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

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