Pengaruh E-Wom Dan Iklan Social Media Terhadap Niat Beli Ulang Produk Mie Gacoan Yang Dimediasi Oleh Brand Loyalty

Sherinita, Safira and , Kussudyarsana , S.E., M.Si., Ph.D (2023) Pengaruh E-Wom Dan Iklan Social Media Terhadap Niat Beli Ulang Produk Mie Gacoan Yang Dimediasi Oleh Brand Loyalty. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The mushrooming of the culinary business in the city of Surakarta is an interesting phenomenon to study. Mie Gacoan Solo is a successful franchise business, every day it is always crowded with consumers. Mie Gacoan has creativity and product innovation so that it can encourage consumer repurchase intentions. The purpose of this study is to measure the effect of E-WOM and social media advertising on repurchase intentions with brand loyalty as a mediating variable. Respondents in this study were 200 respondents who were conducted through online surveys with Google Forms. The sampling technique used purposive sampling technique. Test the validity and reliability using smart PLS analysis on the outer model. Hypothesis testing uses the smartPLS inner model. The results of the analysis show that brand loyalty is able to mediate the relationship between E-WOM and social media advertising on repurchase intention partially.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	E-WOM, Social Media Advertising, Brand Loyalty, and Repurchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SAFIRA SHERINITA
Date Deposited:	25 Jan 2023 04:28
Last Modified:	25 Jan 2023 04:28
URI:	http://eprints.ums.ac.id/id/eprint/107376

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