Analisis penelitian pengaruh social media, peer influence dan ewom terhadap keputusan pembelian pelanggan Uniqlo, JABODETABEK = Analysis research of the effect of social media, peer influence and ewom on customer purchase decisions uniqlo, Jabodetabek

Hendri, Jony (2021) Analisis penelitian pengaruh social media, peer influence dan ewom terhadap keputusan pembelian pelanggan Uniqlo, JABODETABEK = Analysis research of the effect of social media, peer influence and ewom on customer purchase decisions uniqlo, Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini meneliti perusahaan Uniqlo. Penelitian ini dilakukan untuk menganalisa beberapa variabel seperti pengaruh social media, peer influence, dan eWOM terhadap keputusan pembelian pelanggan Uniqlo, JABODETABEK. Pada beberapa tahun belakangan perusahaan fashion ritel banyak bertumbuh, dan bersaingan satu sama lainnya sehingga membuat persaingan semakin ketat dan pada tahun 2019 di tambah dengan pandemic covid-19. Perusahaan Uniqlo mengalami penurunan penjualan pada laporan di tahun 2020 sebanyak -12,3%. Oleh karena itu, maka peneliti ingin melakukan penelitian ini sehingga dapat mengetahui apakah social media, peer influence dan eWOM memengaruhi keputusan pembelian pelanggan di perusahaan Uniqlo, JABODETABEK. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik pengumpulan data dengan kuisioner online. Penelitian ini meneliti data sebanyak 18 indikator yang disebarkan dan menggunakan 387 data responden yang sudah pernah berbelanja di Uniqlo dan tinggal di daerah JABODETABEK. Metode analisa dalam melakukan penelitian ini merupakan smartPLS 3.3. Hasil dari penelitian menunjukkan bahwa variabel social media, peer influence dan eWOM berpengaruh positif terhadap keputusan pembelian pelanggan Uniqlo. / This study examines the company Uniqlo. This research was conducted to analyze several variables such as the influence of social media, peer influence, and eWOM on purchasing decisions of Uniqlo, JABODETABEK customers. In recent years fashion retail companies have grown a lot, and are competing with each other, making competition even tighter and in 2019 the covid-19 pandemic has been added. The Uniqlo company experienced minus sales in its 2020 report of -12.3%. Therefore, the researcher wants to conduct this research so that they can find out whether social media, peer influence and eWOM influence customer purchasing decisions at the Uniqlo company, JABODETABEK. This study uses a quantitative approach, with data collection techniques using online questionnaires. This study examines the data of 18 indicators distributed and uses 387 data of respondents who have already shopped at Uniqlo and live in the JABODETABEK area. The method of analysis in conducting this research is SmartPLS 3.3. The results of the study indicate that the variables of social media, peer influence and eWOM have a positive effect on purchasing decisions of Uniqlo customers.

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