SUKMA SEPTIAJI, DIAH and , Dr. Rini Kuswati, S.E., M.Si (2021) Analisis Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Niat Beli Daring Produk Skin Care Yang Dimediasi Oleh Citra Merek (Studi Pada Konsumen Scarlett Whitening Di Ums). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the effect of Electronic Word of Mouth (eWOM), brand image on online purchase intention of skin care products at Muhammadiyah University of Surakarta. In addition, it is also to see whether brand image has a mediating role. The number of samples used in this study were 120 respondents. The data analysis method used is the instrument test of validity and reliability as well as hypothesis testing using regression analysis with the Macro Hayes 3.5 method in SPSS 22, t test, F test and coefficient of determination (R²) test. The results of the study show that (1) there is a significant positive effect of Electronic Word of Mouth (eWOM) on brand image, this is evidenced by the tcount > ttable value and p-value < 0.05. (2) Electronic Word of Mouth (eWOM) on online purchase intention has a significant positive effect as evidenced by the value of tcount > ttable and p-value <0.05. (3) brand image on online purchase intention has a significant positive effect as evidenced by the value of tcount > ttable and p-value <0.05. (4) brand image fully mediated Electronic Word of Mouth (eWOM) on online purchase intention, this happens because Electronic Word of Mouth (eWOM) on online purchase intention which was originally significant becomes no significant effect when the variable brand image is regressed together. The results of the analysis show that the value of BootLLCI = 0.3027 and BootULCI = 0.7125 is above 0, then the brand image variable is proven to mediate.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Electronic Word of Mouth (eWOM), brand image, online purchase intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | DIAH SUKMA SEPTIAJI |
| Date Deposited: | 11 Aug 2021 02:17 |
| Last Modified: | 11 Aug 2021 02:17 |
| URI: | http://eprints.ums.ac.id/id/eprint/92765 |
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