Konsekuensi dari perceived E- wom
Info Katalog
File Repositori
Nomor Panggil : 2016-TA-MJ-022110005
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Fatik Rahayu
Subyek : Purchase corporate image;Perceived service quality
Kata Kunci : perceived ewom, corporate image, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_022110005--Halaman-Judul.pdf | ||
| 2. | 2016_TA_MJ_022110005--Bab-1.pdf | 8 | |
| 3. | 2016_TA_MJ_022110005--Bab-2.pdf |
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| 4. | 2016_TA_MJ_022110005---Bab-3.pdf |
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| 5. | 2016_TA_MJ_022110005--Bab-4.pdf |
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| 6. | 2016_TA_MJ_022110005--Bab-5.pdf |
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| 7. | 2016_TA_MJ_022110005--Daftar-Pustaka.pdf | ||
| 8. | 2016_TA_MJ_022110005--Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menganalisa dampak perceived ewom terhadap Purchase Intention dimediasi Corporate Image. Data diperoleh dengan cara menyebarkan kuisioner kepada 150 calon mahasiswa di Jakarta yangaktif menggunakan sosial media (Facebook, Twitter, Youtube, dan Instagram) dan pernah membaca ulasan secara online. Data yang digunakan adalah data crosssectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah Structural Equation Modeling(SEM). Hasil pengujian hipotesa menunjukkan bahwa e-Wom Credibility tidak berpengaruh positif terhadap Corporate Image dan e-Wom Quality berpengaruh positif terhadap Corporate Image serta, e-Wom Quantity berpengaruh positif terhadap Corporate Image. Selanjutnya, Corporate Image berpengaruh positif terhadap Purchase Intention.
T The purpose of this study was to analyze the impact of perceived ewom mediated Intention to Purchase Corporate Image. Data obtained by distributing questionnaires to 150 students in Jakarta yangaktif using social media (Facebook, Twitter, Youtube, and Instagram) and read the reviews online. The data used is the cross-sectional and using purposive sampling as a method pegambilan sample. The analysis tool used is Structural Equation Modeling (SEM). The result of the hypothesis test shows that e-Wom Credibility is not a positive influence on Corporate Image and e-Wom Quality positive effect on Corporate Image and, e-Wom Quantity positive effect on Corporate Image. Furthermore, Corporate Image positive influence on Purchase Intention.
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