Konsekuensi dari positif ewom
Nomor Panggil : 2019_TA_MJ_022141230
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketing management - Brand attitude
Kata Kunci : positive ewom, purchase intention, brand attitude
Status Posting : Published
Status : Lengkap
No. | Nama File | Hal. | Link |
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1. | 2019_TA_MJ_022141230_Halaman-Judul.pdf | ||
2. | 2019_TA_MJ_022141230_Bab-1.pdf | ||
3. | 2019_TA_MJ_022141230_Bab-2.pdf |
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4. | 2019_TA_MJ_022141230_Bab-3.pdf |
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5. | 2019_TA_MJ_022141230_Bab-4.pdf |
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6. | 2019_TA_MJ_022141230_Bab-5.pdf |
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7. | 2019_TA_MJ_022141230_Daftar-Pustaka.pdf | ||
8. | 2019_TA_MJ_022141230_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis Konsekuansi dariPositif EWOM. Sampel yang digunakan dalam penelitian ini berjumlah 200responden dan dikumpulkan dengan metode purposive sampling. Pengujiandilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian inadalah : (1) Positive Ewom berpengaruh positif terhadap Brand Attitude, (2) PositiveEwom tidak berpengaruh terhadap Purchase Intention, (3) Brand Attitudeberpengaruh positif terhadap Purchase Intention.
T This study aims to test and analyze Consequence of Positive EWOM. Thesample used in this study amounted to 200 respondents and was collected bypurposive sampling method. Tests are carried out using the Structural EquationModel (SEM) method. The results of this study are: (1) Positive Ewom has a positiveeffect on Brand Attitude, (2) Positive Ewom does not effect on Purchase Intention,(3) Brand Attitude has a positive effect on Purchase Intention.