Pengaruh EWOM dan brand equity terhadap purchase intention

DETAIL KOLEKSI

Pengaruh EWOM dan brand equity terhadap purchase intention

Oleh : Elfira Oktavia Haryanto

Info Katalog

Nomor Panggil : 022001801017

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Marketing - Management;Brand loyalty

Kata Kunci : electronic word of mouth, brand awareness, brand association, brand loyalty, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001801017_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801017_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801017_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001801017_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801017_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001801017_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801017_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801017_Daftar-Pustaka..pdf
9.	2022_TA_SMJ_022001801017_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisa Pengaruh ElectronicWord of Mouth dan Ekuitas Merek terhadap Purchase Intention. Objek penelitian inimerupakan produk skincare lokal. Metode yang digunakan adalah non-probabilitysampling dengan Teknik purposive sampling kepada 150 responden. Metode analisisyang digunakan dalam penelitian ini adalah Structural Equation Model (SEM).Variabel independent dalam penelitian ini adalah Brand Awareness, BrandAssociation dan Brand Loyalty untuk variabel dependen adalah Purchase Intention.Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif electronicword of mouth terhadap purchase intention, terdapat pengaruh positif brandawareness terhadap purchase intention, terdapat pengaruh positif brand associationterhadap purchase intention dan terdapat pengaruh positif brand loyalty terhadappurchase intention.

T This study aims to examine and analyze the Effect of Electronic Word ofMouth and Brand Equity on Purchase Intention. The object of this research is askincare . The method used is non-probability sampling with purposive samplingtechnique to 150 respondents. The analytical method used in this study is theStructural Equation Model (SEM). The independent variables in this study are BrandAwareness, Brand Association and Brand Loyalty for the dependent variable isPurchase Intention. The results of this study indicate that there is a positive influenceof electronic word of mouth on purchase intention, there is a positive influence ofbrand awareness on purchase intention, there is a positive influence of brandassociation on purchase intention and there is a positive influence of brand loyalty onpurchase intention.