Pengaruh EWOM terhadap brand image dan purchase intention
Info Katalog
File Repositori
Nomor Panggil : 2016_TA_MJ_022090147
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Adiyati Hardjanti
Subyek : Brand Image
Kata Kunci : Electronic Word of Mouth , Brand image , Purchase Intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_-022090147-HALAMAN-JUDUL.pdf | ||
| 2. | 2016_TA_MJ_-022090147.-BAB-1.pdf | ||
| 3. | 2016_TA_MJ_-022090147.BAB-2.pdf | 15 |
|
| 4. | 2016_TA_MJ_-022090147-BAB-3.pdf | 15 |
|
| 5. | 2016_TA_MJ_-022090147.-BAB-4.pdf |
|
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| 6. | 2016_TA_MJ_-022090147.-BAB-5.pdf |
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| 7. | 2016-TA_MJ_022090147-DAFTAR-PUSTAKA.pdf | ||
| 8. | 2016-TA_MJ_022090147-LAMPIRAN.pdf | 12 |
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P enelitian ini bertujuan untuk mengetahui pengaruh elektronik word of mouth terhadap brand image dan purchase intention. Instrumen penelitian ini menggunakan kuesioner yang dibagikan kepada 120 orang responden, dengan teknik sampling yang digunakan adalah purposive sampling . Metode dalam penelitian ini menggunakan Structual Equation Modeling. Hasil penelitian menyatakan bahwa terdapat pengaruh positif Electronic Word of Mouth terhadap Brand Image , terdapat pengaruh positif brand image terhadap purchase intention , dan tidak terdapat pengaruh positif electronic word of mouth terhadap purchase intention
T his study aims to determine the effect of electronic word of mouth on the brand image and purchase intention . The research instrument a questionnaire which was distributed to 120 respondents , the sampling technique used was purposive sampling . The method in this study using structual Equation Modeling . The study states that there is a positive influence Electronic Word of Mouth on the brand image , a positive influence on purchase intention of brand image , and there are no positive effects of electronic word of mouth on the purchase intention Key Word : Electronic Word of Mouth , Brand image , Purchase Intention
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