Pengaruh Marketing Mix, Lifestyle, dan eWOM Terhadap Brand ImagePerusahaan Provider Telekomunikasi di Indonesia Era Digitalisasi Ekonomi: Studi Kasus Pada Mahasiswa Aktif Prodi MBS FEBI UIN SATU Angkatan 2018

Uliati Nafi'ah, - and Risdiana Himmati, S.E., M.Si, 199310062019032024 (2022) Pengaruh Marketing Mix, Lifestyle, dan eWOM Terhadap Brand ImagePerusahaan Provider Telekomunikasi di Indonesia Era Digitalisasi Ekonomi: Studi Kasus Pada Mahasiswa Aktif Prodi MBS FEBI UIN SATU Angkatan 2018. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5 (4). pp. 1700-1710. ISSN 2656-4351

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Abstract

The research purpose was to determine the impact of marketing mix, lifestyle, and eWOMon the brand image of telecommunications provider companies in Indonesia on the era of economic digitization, case studies on active students of Sharia Business Management at UIN SATU 2018 generation. The method is quantitative. The sampling technique used was simple random samplingand measured bySlovin formula with an error limit of 5%, 212 students. The data were analyzed by multiple linear regression based on ordinary least squares. The results demonstratethat the marketing mix, lifestyle, and eWOMvariables partially and simultaneously influenced the brand image of telecommunications provider companies in Indonesia on the era of economic digitization. Thus, cellular telecommunications provider companies in Indonesia should build a good brand image to increase the credibility of the targeted target market to win a fairly tight competition in the era of economic digitization

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