Anteseden purchase intention
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131074
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ayu Ekasari
Subyek : Electronic word of mouth;Marketing management
Kata Kunci : brand image, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131074_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131074_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131074_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131074_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131074_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131074_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131074_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131074_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menganalisa anteseden dari purchase intention pada online shop. Sampel dalam penelitian ini adalah mereka yang mengenal toko online Zalora. Data dikumpulkan melalui penyebaran kuesioner kepada 150 responden. Structural equation modeling (SEM) digunakan sebagai alat analisa untuk menguji hipotesa dalam penelitian ini.Hasil dari pengujian ini menunjukkan bahwa terdapat pengaruh positif Ewom terhadap Brand Image dan Purchase Intention, sementara itu pengujian hipotesis lainnya menunjukkan bahwa tidak terdapat pengaruh positif antara eWOM terhadap Purchase Intention.
T The purpose of this study was to analyze the antecedents of Purchase Intention at Online Shop. The sample in this study are those who know Zalora online store. Data were collected by distributing questionnaires to 150 respondents. Structural equation modeling (SEM) was used as an analysis tool to test the hypothesis in this study.The results of these tests indicate that the eWOM has positive influence on Brand Image and Purchase Intention, while the other hypothesis testing shows that there’s a positive effect of eWOM on Purchase Intention.
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