Pengaruh Kualitas Layanan, e-WOM dan Brand Image Terhadap Keputusan Pembelian Tiket Konser XYZ 2025 Pada Promotor X

Authors

  • Aprilina Fyan Fenanda Universitas Negeri Surabaya
  • Veni Rafida Universitas Negeri Surabaya

DOI:

https://doi.org/10.32493/frkm.v9i3.62101

Keywords:

Kualitas Layanan, e-WOM, Brand Image, Keputusan Pembelian, Promotor Konser

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas layanan, electronic word of Mouth (e-WOM), dan brand image , baik secara parsial maupun simultan, terhadap keputusan pembelian tiket konser Dream The Future 2025 pada promotor Dyandra Global Edutainment (DGE). Objek penelitian adalah 400 responden yang telah membeli dan menonton konser NCT DREAM "The Dream Show 4: Dream The Future 2025", dipilih menggunakan teknik purposive sampling . Penelitian menggunakan metode kuantitatif asosiatif kausal dengan analisis regresi linier berganda melalui SPSS versi 25. Hasil penelitian menunjukkan bahwa kualitas layanan, e-WOM , dan brand image secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan brand image sebagai variabel yang memiliki kontribusi paling dominan. Ketiga variabel tersebut mampu menjelaskan keputusan pembelian sebesar 12,5%, sedangkan sisanya dipengaruhi oleh variabel lain di luar model penelitian ini.

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Published

2026-07-01

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Vol. 9 No. 3 (2026): JIMF (Jurnal Ilmiah Manajemen Forkamma)

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