Mulyohartono, Edi and , Ihwan Susila, S.E., M.Si., Ph.D. (2023) Pengaruh Brand Awareness, E-wom Terhadap Purchase Intention Smartphone Pada Generasi Z Dimediasi Oleh Brand Image. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The purpose of this research is to analyze the influence of brand awareness and E-WOM on purchase intention with brand image as a mediating variable. This study falls under the category of causal quantitative research. The population used in this research is Generation Z, with a sample size of 151 respondents. The sampling technique employed in this study is non-probability sampling, specifically convenience sampling. During the analysis stage, the researcher used Smart PLS 3.2.9 to examine the outer model and inner model. The results of this research indicate that:Brand image has a positive influence on the purchase intention of smartphones, Brand awareness has a positive influence on brand image, Brand awareness does not have a significant influence on the purchase intention of smartphones, E-WOM does not have a significant influence on the purchase intention of smartphones, E-WOM does not have a significant influence on brand image, E-WOM does not have a significant influence on the purchase intention of smartphones when mediated by brand image and Brand awareness has a positive influence on the purchase intention of smartphones when mediated by brand image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Awareness, E-WOM, Brand Image, and Purchase Intention. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | EDI MULYOHARTONO |
| Date Deposited: | 21 Aug 2023 02:22 |
| Last Modified: | 21 Aug 2023 02:22 |
| URI: | http://eprints.ums.ac.id/id/eprint/116477 |
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