Pengaruh Brand Image, Brand Equity, Dan Electronic Word Of Mouth Terhadap Purchase Intention Pada Produk Tolak Angin Sidomuncul (Studi Kasus Pada Pelanggan Produk Tolak Angin SidoMuncul di Surakarta)

Puspitaningtyas, Anisa Ayu and , Ihwan Susila, S.E., M.Si, Ph.D (2022) Pengaruh Brand Image, Brand Equity, Dan Electronic Word Of Mouth Terhadap Purchase Intention Pada Produk Tolak Angin Sidomuncul (Studi Kasus Pada Pelanggan Produk Tolak Angin SidoMuncul di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) Naskah Publikasi.pdf Download (454kB)
	PDF (Halaman Depan) Halaman Depan.pdf Download (933kB)
	PDF (Bab I) Bab I.pdf Download (137kB)
	PDF (Bab II) Bab II.pdf Restricted to Repository staff only Download (286kB) | Request a copy
	PDF (Bab III) Bab III.pdf Restricted to Repository staff only Download (214kB) | Request a copy
	PDF (Bab IV) Bab IV.pdf Restricted to Repository staff only Download (148kB) | Request a copy
	PDF (Bab V) Bab V.pdf Restricted to Repository staff only Download (8kB) | Request a copy
	PDF (Daftar Pustaka) Daftar Pustaka.pdf Download (85kB)
	PDF (Lampiran) Lampiran.pdf Restricted to Repository staff only Download (179kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Pernyataan Publikasi.pdf Restricted to Repository staff only Download (245kB) | Request a copy

Abstract

This study aims to determine the effect of Brand Image, Brand Equity, and Electronic Word Of Mouth on Purchase Intention. The method used in this study is a quantitative method and the assessment of the results of this study is based on the answers to the questionnaire given to the Likert Scale. The population in this study were customers of Tolak Angin SidoMuncul products in Surakarta and the sample in this study amounted to 99 respondents. The analytical method in this study uses descriptive analysis, classical assumption test (normality, multicollinearity and heteroscedasticity), multiple linear regression analysis, t test, F test and the coefficient of determination R2. Based on the research conducted, it shows that the test results obtained by the Brand Image, Brand Equity, and Electronic Word of Mouth variables have a positive and significant effect on Purchase Intention on SidoMuncul Tolak Angin Products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Equity, Electronic Word Of Mouth and Purhase Intention.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANISA AYU PUSPITANINGTYAS
Date Deposited:	04 Aug 2022 01:37
Last Modified:	04 Aug 2022 01:37
URI:	http://eprints.ums.ac.id/id/eprint/102401

Actions (login required)

View Item