Pengaruh e-wom terhadap purchase intention konsumen melalui brand equity pada apparel brands
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Rayi Retno Dwi Asih
Subyek : Purchasing
Kata Kunci : Electronic Word of Mouth, Purchase Intention, Brand Equity
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001037_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001037_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001037_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001037_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001037_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001037_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001037_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001037_Bab-1.pdf | 7 | |
| 9. | 2024_SK_SMJ_022002001037_Bab-2.pdf | 14 |
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| 10. | 2024_SK_SMJ_022002001037_Bab-3.pdf | 16 |
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| 11. | 2024_SK_SMJ_022002001037_Bab-4.pdf | 15 |
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| 12. | 2024_SK_SMJ_022002001037_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002001037_Daftar-Pustaka.pdf | 7 | |
| 14. | 2024_SK_SMJ_022002001037_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth terhadap Purchase Intention yang dimediasi oleh Brand Equity. Penelitian ini menggunakan Purposive Sampling dengan menggunakan 107 Individu yang pernah membeli pakaian merek Adidas, H&M, Converse, Uniqlo, dan Nike secara online melalui berbagai platform E-Commerce di Indonesia dengan menyebarkan kuesioner melalui platform google form. Rancangan penelitian ini menggunakan uji hipotesis (hypothesis testing). Metode analisis yang digunakan adalah uji statistik deskriptif dengan software SPSS versi 29 dan Structural Equation Model (SEM) dengan software AMOS versi 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara Electronic Word of Mouth terhadap Purchase Intention yang dimediasi oleh Brand Equity.Kata Kunci: Electronic Word of Mouth, Purchase Intention, Brand Equity
T The research aims to analyze the influence of Electronic Word of Mouth on Purchase Intention mediated by Brand Equity. This study employs Purposive Sampling with 107 individuals who have purchased clothing from brands such as Adidas, H&M, Converse, Uniqlo, and Nike online through various e-commerce platforms in Indonesia, using a questionnaire distributed via Google Forms. The research design uses hypothesis testing. The analytical method used is descriptive statistical testing with SPSS software version 29 and Structural Equation Modeling (SEM) with AMOS software version 26. The results of the study show that there is a significant influence between Electronic Word of Mouth on Purchase Intention mediated by Brand Equity.Keyword: Electronic Word of Mouth, Purchase Intention, Brand Equity
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