Ma'ruf, Oriza Sativa (2025) PENGARUH BRAND AWARENESS DAN E-WOM DALAM PURCHASING DECISION JASA KURIR MELALUI PERSPSI KUALITAS (TA.10.25.004). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
Full text not available from this repository.Abstract
ABSTRAK Perkembangan industri jasa logistik memicu persaingan yang semakin ketat antar penyedia layanan jasa logistik kurir ekspedisi. Hal ini mendorong perusahaan untuk terus menciptakan strategi pemasaran yang adaptif, kompetitif, dan komprehensif untuk dapat mendominasi pasar. Penelitian ini bertujuan untuk mengetahui sejauh mana brand awareness dan E-WOM dapat mempengaruhi persepsi kualitas konsumen tehadap suatu merek jasa kurir yang kemudian mendorong mereka untuk melakukan penggunaan jasa (purchasing decision). Penelitian ini menggunakan metode kuantitatif dengan teknik Non-probability purposive sampling. Data dalam penelitian ini merupakan data primer yang diperoleh melalui kuesioner terhadap 100 responden. Analisis data dilakukan menggunakan metode Partial Least Square Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand awareness dan E-WOM memiliki pengaruh langsung terhadap purchasing decision konsumen. Penelitian ini juga menunjukkan bahwa E-WOM memiliki pengaruh yang signifikan dalam membangun persepsi kualitas. Disisi lain brand awareness tidak memiliki pengaruh yang signifikan terhadap persepsi kualitas, begitu pula dengan persepsi kualitas yang juga terbukti tidak mampu memediasi pengaruh tidak langsung dari variabel brand awareness dan E-WOM terhadap purchasing decision jasa. Implikasi penelitian ini menyoroti pentingnya membangun brand awareness yang baik serta mendorong penyebaran E-WOM positif perusahaan jasa kurir untuk dapat meningkatkan purchasing decision konsumen. Kata kunci : Brand awareness, E-WOM, Persepsi kualitas, Purchasing decision viii Universitas Logistik dan Bisnis Internasional THE EFFECT OF BRAND AWARENESS AND E-WOM ON PURCHASE DECISIONS OF COURIER SERVICES THROUGH PERCEIVED QUALITY (Case Study: Sellers in West Java) Oleh : Oriza Sativa Ma’ruf Vocational Faculty, University of Logistics and Business International ABSTRACT The development of the logistics service industry triggers competition between expedited courier logistics service providers. This encourages companies to continue to create adaptive, competitive, and comprehensive marketing strategies to dominate the market. This study aims to determine how brand awareness and E-WOM can affect consumers' quality perceptions of a courier service brand which then encourages them to use services (purchasing decision). This research uses quantitative methods with non-probability purposive sampling techniques. The data in this study are primary data obtained through questionnaires to 100 respondents. Data analysis was carried out using the Partial Least Square Structural Equation Modelling (PLS-SEM) method. The results showed that brand awareness and E-WOM have a direct influence on consumer purchasing decisions. This study also shows that E-WOM has a significant influence in building perceived quality. On the other hand, brand awareness does not have a significant effect on perceived quality, as well as perceived quality which also proves unable to mediate the Indirect Effect of brand awareness and E-WOM on service purchasing decisions. The implications of this study highlight the importance of building good brand awareness and encouraging the spread of positive E-WOM for courier service companies to increase consumer purchasing decisions. Keywords: Brand awareness, E-WOM, Perceived Quality, Purchasing decision
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Logistik Niaga-EI D4 |
| Depositing User: | PKL SATU SATU |
| Date Deposited: | 22 Jul 2026 08:41 |
| Last Modified: | 22 Jul 2026 08:41 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4142 |
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