Pengaruh brand image, e-wom, trust dan online purchase intention pada grab-food di masa pandemi covid-19
Info Katalog
File Repositori
Nomor Panggil : 022001801138
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Arnolt KristianPakpahan
Subyek : Brand loyalty;Purchasing - Management
Kata Kunci : electronic word of mouth, brand image, trust online purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001801138_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001801138_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001801138_Bab-1-Pendahuluan.pdf | 10 | |
| 4. | 2022_TA_SMJ_022001801138_Bab-2-Tinjauan-Pustaka.pdf | 12 |
|
| 5. | 2022_TA_SMJ_022001801138_Bab-3-Metode-Penelitian.pdf | 17 |
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| 6. | 2022_TA_SMJ_022001801138_Bab-4-Analisis-dan-Pembahasan.pdf | 13 |
|
| 7. | 2022_TA_SMJ_022001801138_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2022_TA_SMJ_022001801138_Daftar-Pustaka.pdf | 6 | |
| 9. | 2022_TA_SMJ_022001801138_Lampiran.pdf | 31 |
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P enelitian ini bertujuan untuk menganalisis pada penelitian ini untuk mengujipengaruh antara EWOM terhadap Trust, pengaruh anatara eWOM terhadap BrandImage, pengaruh EWom terhadap Online Purchase Intention, pengaruh Brand Imageterhadap Trust, pengaruh Brand Image terhadap Online Purchase Intention danpengaruh Trust terhadap Online Purchase Intention. Responden pada penelitian iniberjumlah 170 responden. Metode pengambilan sample menggunakan purposivesampling serta menggunakan alat analisis deskriptif. Teknik analisis data yangdigunakan adalah menggunakan Structural Equation Model (SEM) pada softwareSPSS versi 25 dan AMOS versi 22.Diperoleh hasil dalam penelitian ini dapat disimpulkan bahwa terdapat pengaruhpositif EWOM terhadap Brand Image, pengaruh negative EWOM terhadap Trust,pengaruh positif EWOM terhadap Online Purchase Intention, pengaruh positif BrandImage terhadap Online Purchase Intention, pengaruh positif Brand Image terhadapTrust, pengaruh positif Trust terhadap Online Purchase Intention.
T his study aims to analyze in this study to examine the effect of EWOM onTrust, the effect of eWOM on Brand Image, the effect of EWom on Online PurchaseIntention, the effect of Brand Image on Trust, the effect of Brand Image on OnlinePurchase Intention and the influence of Trust on Online Purchase Intention. .Respondents in this study amounted to 170 respondents. The sampling method usedpurposive sampling and used descriptive analysis tools. The data analysis techniqueused was the Structural Equation Model (SEM) on SPSS version 25 and AMOSversion 22 software.The results obtained in this study can be concluded that there is a positive influenceof EWOM on Brand Image, negative influence of EWOM on Trust, positive influenceof EWOM on Online Purchase Intention, positive influence of Brand Image on OnlinePurchase Intention, positive influence of Brand Image on Trust, positive influence ofTrust on Online Purchase Intentions.
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