Pengaruh Electronic Word Of Mouth Terhadap Citra Merek Dan Minat Beli

Salsabila, Arifa Maulida and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si (2022) Pengaruh Electronic Word Of Mouth Terhadap Citra Merek Dan Minat Beli. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (1MB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (2MB)
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Abstract

This study aims to analyze the effect of electronic word of mouth on brand image and purchase intention. The population and sample in this study were people who knew about electronic word of mouth of skincare products and were 15-30 years old. The type of data used is primary data. The data collection method used a questionnaire with 200 respondents. Data analysis with Structural Equation Modeling (SEM) with the help of SmartPLS software. The results of this study indicate that electronic word of mouth has a positive and significant effect on brand image and has no positive and insignificant effect on purchase intention. Meanwhile, brand image has a positive and significant effect on purchase intention. Keywords: Electronic word of mouth, brand image, purchase intention

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Electronic Word of Mouth, Citra Merek, Minat Beli
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARIFA MAULIDA SALSABILA
Date Deposited:	09 Aug 2022 04:52
Last Modified:	09 Aug 2022 04:52
URI:	http://eprints.ums.ac.id/id/eprint/103058

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