Antesedensi dan konsekuensi dari brand attitude
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022.131.152
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Asep Hermawan
Subyek : Brand attitude;Marketing management
Kata Kunci : brand attitude, brand image, positive e-WOM, , purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2017_TA_MJ_022131152_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131152_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131152_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131152_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131152_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131152_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131152_Daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131152_Lampiran.pdf |
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P Penelitian ini dilakukan untuk mengetahui pengaruh Positif e-WOM terhadapBrand Attitude, pengaruh Brand Attitude terhadap Purchase Intention, pengaruh e-WOM Positif terhadap Purchase Intention, dan pengaruh Brand Image terhadapPurchase Intention. Data dikumpulkan langsung melalui penyebaran kuesionerkepada 169 responden. Prosedur pengambil sampel menggunakan non-probabilitysampling. Teknik pengambilan sampel dalam penelitian ini menggunakan purposivesampling. Uji hipotesis dalam penelitian ini menggunakan Stucture Equation Model(SEM) dan program AMOS.Hasil pengujian hipotesis menunjukkan bahwa ada pengaruh Positif e-WOMterhadap Sikap Merek, Sikap Merek terhadap Purchase Intention, Positif e-WOMterhadap Purchase Intention, dan Positif e-WOM terhadap Purchase Intention.
T This research aim to test the influence of Positive e-WOM to Brand Attitude,influence of Brand Attitude to Purchase Intention, influence Positive e-WOM toPurchase Intention, and influence of Brand Image to Purchase Intention. Data werecollected directly through questionnaires distribution to 169 respondents. Thesampling procedure uses non-probability sampling. Sampling technique in thisresearch use purposive sampling. Hypothesis test in this research using StructureEquation Model SEM and AMOS program.The result of hypothesis testing shows that there is influence of Positive e-WOM to Brand Attitude, Brand Attitude to Purchase Intention, Positive e-WOM toPurchase Intention, and Positive e-WOM to Purchase Intention.
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