PENGARUH MARKETING MIX, LIFESTYLE, DAN EWOM TERHADAP BRAND IMAGE PERUSAHAAN PROVIDER TELEKOMUNIKASI DI INDONESIA ERA DIGITALISASI EKONOMI (Studi Kasus Pada Mahasiswa Aktif Prodi MBS FEBI UIN SATU Angkatan 2018)

ABSTRAK Penelitian ini dilakukan untuk mengetahui pengaruh marketing mix, lifestyle, dan eWOM terhadap brand image perusahaan provider telekomunikasi di Indonesia era digitalisasi ekonomi menggunakan studi kasus pada mahasiswa aktif Prodi Manajemen Bisnis Syariah UIN SATU angkatan 2018. Metode yang digunakan adalah metode kuantitatif. Sampel diambil dengan teknik simple random sampling dan diukur menggunakan rumus Slovin dengan batas kesalahan 5% sebesar 212 mahasiswa. Data dianalisis dengan metode regresi linier berganda berbasis ordinary least square. Hasil penelitian menunjukkan bahwa variabel marketing mix, lifestyle, dan eWOM secara parsial dan stimultan mempengaruhi variabel brand image perusahaan provider telekomunikasi di Indonesia era digitalisasi ekonomi. Dengan demikian, perusahaan provider telekomunikasi di Indonesia sebaiknya membangun citra merek yang baik agar dapat meningktakan kredibilitas dari target pasar yang disasar untuk memenangkan persaingan yang cukup ketat pada era digitalisasi ekonomi. Kata kunci: Marketing Mix; Lifestyle; eWOM; Brand Image ABSTRACT The research purpose was to determine the impact of marketing mix, lifestyle, and eWOM on 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 sampling and measured by Slovin formula with an error limit of 5%, 212 students. The data were analyzed by multiple linear regression based on ordinary least squares. The results demonstrate that the marketing mix, lifestyle, and eWOM variables 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. Keywords: Marketing Mix; Lifestyle; eWOM; Brand Imag