Pengaruh perceived eWOM terhadap purchase intention yang dimediasi oleh corporate image
Info Katalog
File Repositori
Nomor Panggil : 2016-TA-MJ-022111181
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Purchaes intention;Transportation service company
Kata Kunci : Perceived eWOM, eWOM Credibility, eWOM quality, eWOM quantity, corporate image.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2016_TA_MJ_022111181_Halaman-Judul.pdf1.pdf | ||
| 2. | 2016_TA_MJ_022111181_Bab1.pdf1.pdf |
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| 3. | 2016_TA_MJ_022111181_Bab-2.pdf1.pdf |
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| 4. | 2016_TA_MJ_022111181_Bab-3.pdf1.pdf |
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| 5. | 2016_TA_MJ_022111181_Bab-4.pdf1.pdf |
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| 6. | 2016_TA_MJ_022111181_Bab-5.pdf1.pdf |
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| 7. | 2016_TA_MJ_022111181_Daftar-Pustaka.pdf1.pdf | ||
| 8. | 2016_TA_MJ_022111181_Lampiran.pdf1.pdf |
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T ujuan dari penelitian ini adalah untuk menganalisa Perceived eWOM, eWOM Credibility, eWOM Quality, eWOM Quantity, Corporate Image, dan Purchase Intention pada perusahaan jasa transportasi online berbasis aplikasi. data diperoleh dengan cara menyebarkan kuisioner kepada 150 responden di Jakarta, yang pernah menggunakan jasa transportasi online selama minimal 6 bulan. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah structural equation modeling (SEM).Hasil pengujian hipotesa menunjukkan bahwa eWOM Credibility, eWOM Quality, dan eWOM Quantity berpengaruh positif secara signifikan terhadap Purchase Intention, baik secara langsung maupun setelah dimediasi oleh Corporate Image. Penelitian ini mendapatkan implikasi bagi perusahaan jasa transportasi online berbasis aplikasi untuk meningkatkan minat pembelian (Purchase Intention) pada konsumen, maka perusahaan harus memperhatikan variabel-variabel seperti eWOM Credibility, eWOM Quality, eWOM Quantity dan Corporate Image.
T he purpose of this study was to analyze Perceived eWOM, eWOM Credibility, eWOM Quality, Quantity eWOM, Corporate Image and Purchase Intention in transportation services company based online applications. Data obtained by distributing questionnaires to 150 respondents in Jakarta, who had used the transportation service online for at least 6 months. The data used is the cross-sectional data and using purposive sampling as a method pegambilan sample. The analytical tool used structural equation modeling (SEM) The results of hypothesis testing showed that eWOM Credibility, eWOM Quality and Quantity eWOM positive and significant effect on the Purchase Intention, either directly or as mediated by Corporate Image. The research had implications for online transportation services company based applications to increase interest in purchasing (Purchase Intention) on the consumer, then the company must consider variables such as eWOM Credibility, eWOM Quality, Quantity eWOM and Corporate Image.
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