Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Makanan Di Grandis Barn Dengan Kepercayaan Merek Sebagai Variabel Intervening

Fadillah, Farah and , Dr. Muzakar Isa, SE, MSi (2021) Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Makanan Di Grandis Barn Dengan Kepercayaan Merek Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine how the effect of electronic word of mouth on buying interest in new digrandized food with brand trust as an intervening variable. This research is a quantitative study that is useful for examining a particular population or sample. The sample used in this study were 100 respondents. This study uses multiple linear analysis methods using intervening variables, namely brand trust. The other variables are electronic word of mouth and buying interest. The results of this study indicate that the variable electronic word of mouth has a significant positive effect on purchase intention, the variable electronic word of mouth has a significant positive effect on brand trust, the variable brand trust has a significant positive effect on purchase intention, and the variable brand trust mediates electronic word of mouth on purchase intention. has a significant positive effect on purchase intention.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	electronic word of mouth, purchase interest and brand trust
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FARAH FADILLAH
Date Deposited:	05 Mar 2021 03:20
Last Modified:	05 Mar 2021 03:20
URI:	http://eprints.ums.ac.id/id/eprint/90100

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