Pengaruh electronic word of mouth terhadap brand image dan purchase intention pada produk handphone
Info Katalog
File Repositori
Nomor Panggil : 2015_TA_MJ_022080073
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : E-WOM (word of mouth electronic);Marketing management
Kata Kunci : e-WOM (word of mouth electronic), brand image, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2015_TA_MJ_022080073-Halaman-Judul.pdf | ||
| 2. | 2015_TA_MJ_022080073--Bab-1.pdf | ||
| 3. | 2015_TA_MJ_022080073--Bab-2.pdf |
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| 4. | 2015_TA_MJ_022080073--Bab-3.pdf |
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| 5. | 2015_TA_MJ_022080073--Bab-4.pdf |
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| 6. | 2015_TA_MJ_022080073--Bab-5.pdf |
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| 7. | 2015_TA_MJ_022080073-Daftar-Pustaka.pdf | ||
| 8. | 2015_TA_MJ_022080073-Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menguji e-WOM terhadap Brand image danPurchase Intention pada para pengunjung dan karyawan Mall Ciputra Cibubur yangmembeli atau menggunakan handphone Blackberry. Penelitian ini menggunakanpendekatan secara kuantitatif dengan melakukan suatu pengujian hipotesis. Penelitian inidilakukan dengan menyebarkan kuisioner dengan metode penelitian menggunakan nonprobabilitysampling dengan teknik purposive/judemental sampling yaitu penarikansampel berdasarkan pada suatu pertimbangan berdasarkan kriteria tertentu, jumlahsampel yang diambil 200 responden yang diujikan melalui program Structural EquationModeling (SEM). Structural Equation Modeling adalah teknik analisis yang menjelaskanhubungan atau pengaruh antar variabel yang ada dalam suatu penelitian secaramenyeluruh. Hasil dari pengujian ini menunjukkan bahwa e-WOM memiliki pengaruhpositif terhadap Brand Image dan Purchase Intention, sementara itu pengujian hipotesislainnya menunjukkan bahwa tidak terdapat pengaruh positif antara Brand Imageterhadap Purchase Intention.
T The purpose of this study was to test the e-WOM against Brand image and PurchaseIntention on the visitors and employees Mall Ciputra Cibubur the purchase or use ofBlackberry mobile phones. This study uses a quantitative approach by conducting ahypothesis test. The research was conducted by distributing questionnaires to researchmethods using non-probability sampling and purposive technique/judemental samplingwithdrawal. The sample is based on a consideration based on certain criteria, the numberof samples taken 200 respondents who tested through Structural Equation Modeling(SEM). Structural Equation Modeling is a technique of analysis that describes therelationship between variables or influences that exist in a research thoroughly.The results of these tests indicate that the e-WOM has a positive influence on BrandImage and Purchase Intention, while the other hypothesis testing shows that there is apositive effect of Brand Image on Purchase Intention.
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