Pengaruh Word of Mouth Terhadap Niat Beli Produk Smartphone Samsung yang Dimediasi oleh Citra Merek

Abidin, Zaenal and , Dr. Rini Kuswati, S.E., M.Si (2020) Pengaruh Word of Mouth Terhadap Niat Beli Produk Smartphone Samsung yang Dimediasi oleh Citra Merek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of word of mouth on purchase intentions of Samsung smartphone products mediated by brand image. The research method used is a quantitative method used to examine a particular population or sample of students at the University of Muhammadiyah Surakarta. Sampling is done by non-probability method with the number of respondents as many as 200 respondents and the data used are primary data in the form of questionnaires. Data analysis method used is a tiered regression analysis of mediation and hypothesis testing in this study using Macro PROCESS Hayes on SPSS 23 for Windows. The results of this study indicate that (1) word of mouth has a positive and significant effect on purchase intentions, this is evidenced by tcount> ttable and p-value <0.05. (2) word of mouth has a positive and significant effect on brand image, it is proved by tcount> ttable and p-value <0.05. (3) brand image has a positive and significant effect on purchase intention, it is proven by tcount> ttable and p-value <0.05. (4) the image mediates (partial mediated) word of mouth to purchase intention, this is evidenced by the significance of word of mouth not to exceed the significance value of purchase intention when brand image is regressed together.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Word of Mouth (WOM), Brand Image, purchase intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ZAENAL ABIDIN
Date Deposited:	25 Jul 2020 02:13
Last Modified:	25 Jul 2020 02:13
URI:	http://eprints.ums.ac.id/id/eprint/83769

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