Analisis electronic word of mouth (ewom), brand image, dan brand attitude terhadap purchase intention.
Info Katalog
File Repositori
Subyek : -
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Yolanda Masnita Siagian
Kata Kunci : Electronic Word of Mouth (eWOM), Brand Image, Brand Attitude, Purchase Intention, Mobile Banking
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_TS_MMJ_122012211021_Halaman-Judul.pdf | ||
| 2. | 2025_TS_MMJ_122012211021_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_TS_MMJ_122012211021_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_TS_MMJ_122012211021_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_TS_MMJ_122012211021_Lembar-Pengesahan.pdf | 5 | |
| 6. | 2025_TS_MMJ_122012211021_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_TS_MMJ_122012211021_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | ||
| 8. | 2025_TS_MMJ_122012211021_Bab-1.pdf | ||
| 9. | 2025_TS_MMJ_122012211021_Bab-2.pdf | 8 |
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| 10. | 2025_TS_MMJ_122012211021_Bab-3.pdf | 18 |
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| 11. | 2025_TS_MMJ_122012211021_Bab-4.pdf | 10 |
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| 12. | 2025_TS_MMJ_122012211021_Bab-5.pdf | ||
| 13. | 2025_TS_MMJ_122012211021_Daftar-Pustaka.pdf | ||
| 14. | 2025_TS_MMJ_122012211021_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis electronic word of mouth (eWOM), brand image, dan brand attitude terhadap purchase intention pada layanan mobile banking. Sampel yang digunakan dalam penelitian ini berjumlah 286 responden, dengan teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM), dan software yang digunakan adalah Analysis of Moment Structure (AMOS). Hasil dari pnelitian ini diantaranya: (1) eWOM Quantity berpengaruh positif terhadap eWOM Credibility; (2) eWOM Quantity berpengaruh positif terhadap; (3) eWOM Credibility tidak berpengaruh terhadap Purchase Intention; (4) eWOM Quantity tidak berpengaruh terhadap Brand Image; (5) eWOM Credibility berpengaruh positif terhadap Brand Image; (6) Brand Image berpengaruh positif terhadap Brand Attitude; (7) Brand Attitude berpengaruh positif terhadap Purchase Intention.
T This study aims to test and analyse electronic word of mouth (eWOM), brand image, and brand attitude towards purchase intention on mobile banking services. The sample used in this study amounted to 286 respondents, with the sampling technique used was purposive sampling. The data was analysed using the Structural Equation Model (SEM) method, and the software used was Analysis of Moment Structure (AMOS). The results of this study include: (1) eWOM Quantity has a positive effect on eWOM Credibility; (2) eWOM Quantity has a positive effect on; (3) eWOM Credibility has no effect on Purchase Intention; (4) eWOM Quantity has no effect on Brand Image; (5) eWOM Credibility has a positive effect on Brand Image; (6) Brand Image has a positive effect on Brand Attitude; (7) Brand Attitude has a positive effect on Purchase Intention.
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