ABSTRACT

This research aims to know the influence of brand image on purchasing decisions
in PT. Supra Primatama Nusantara (Biznet Networks), knowing how the brand
image influence towards a repurchase intention in PT. Supra Primatama Nusantara
(Biznet Networks), Knowing the influence of E-WOM towards purchasing
decisions in PT. Supra Primatama Nusantara (Biznet Networks), knowing the
influence of E-WOM against repurchase intention in PT. Supra Primatama
Nusantara (Biznet Networks). This research used a type of associative research
because the researcher used four variables. In this research, the techniques used in
sampling was a nonprobability with purposive sampling. There was 105 people
who knew the consumer and information products and services PT. Supra
Primatama Nusantara (Biznet Networks). Processing data in this study used a
program Statistical Product and Service Solution (SPSS) version 23. The results
of this study showed that the Electronic Word Of Mouth, individually found did
not have a significant influence on purchasing decisions and also variables on
variable repurchase intention but it has simultaneously influenced among these
variables, it was also found that brand image a significant effect on purchasing
decisions and intentions to repurchase intention.

Keywords: e-wom, brand image, purchase decisions, repurchase intention

 ABSTRACT

Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap

keputusan pembelian di PT. Supra Primatama Nusantara (Biznet Networks),
mengetahui pengaruh brand image terhadap repurchase intention di PT. Supra
Primatama Nusantara (Biznet Networks), Mengetahui pengaruh E-wom terhadap
keputusan pembelian di PT. Supra Primatama Nusantara (Biznet Networks),
mengetahui pengaruh E-wom terhadap repurchase intention di PT. Supra
Primatama Nusantara (Biznet Networks). Penelitian ini menggunakan jenis
penelitian asosiatif karena peneliti menggunakan lebih dari 2 variabel. Dalam
penelitian ini, teknik yang digunakan dalam pengambilan sampel adalah non
probability dengan purposive sampling . Sampel sebanyak 105 konsumen dan
orang yang mengetahui informasi produk dan jasa PT. Supra Primatama
Nusantara (Biznet Networks). Pengolahan data dalam penelitian ini menggunakan
program Statistical Product and Service Solution (SPSS) versi 23. Hasil penelitian
ini menunjukan bahwa Electronic Word Of Mouth, secara individu ditemukan
tidak mempunyai pengaruh secara signifikan pada variabel keputusan pembelian
dan juga pada variabel repurchase intention tetapi memiliki pengaruh secara
simultan antara variabel tersebut, selain itu juga ditemukan bahwa brand image
berpengaruh signifikan pada niat keputusan pembelian dan repurchase intention.

Kata kunci: eWOM, brand image, keputusan pembelian, repurchase intention