Pengaruh positive eWom terhadap purchase intention dan brand attitude
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022121016
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Fatik Rahayu
Subyek : Positive e WOM;Marketing management
Kata Kunci : positive e WOM, brand attitude, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022121016_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022121016_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022121016_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022121016_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022121016_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022121016_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022121016_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022121016_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Positive eWom terhadap Purchase Intention dan Brand Attitude. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Positive eWOM berpengaruh terhadap Brand Attitude, (2) Positive eWOM berpengaruh terhadap Purchase Intention, (3) Brand Attitude berpengaruh terhadap Purchase Intention.
T This study objective aims to analyze the influence of Positive eWom on Purchase Intention and Brand Attitude. The sample used in this study amounted to 200 respondents and collected by purposive sampling method. This study using Structural Equation Model (SEM) method for the test. The result of this research are (1) Positive eWOM has influence on Brand Attitude, (2) Positive eWOM has influence on Purchase Intention, (3) Brand Attitude has influence on Purchase Intention.
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