Analisis Pengaruh Positive e-WOM (Electronic Word of Mouth) terhadap Minat Pembelian Produk Kecantikan secara Online di Kota Batam

Niawaty, Niawaty (2019) Analisis Pengaruh Positive e-WOM (Electronic Word of Mouth) terhadap Minat Pembelian Produk Kecantikan secara Online di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari pelaksanaan penelitian ini ditujukan untuk mempelajari pengaruh hubungan dari variabel positive e-WOM dengan brand image dan brand attiude yang dapat mempengaruhi purchase intention konsumen pada produk kecantikan secara online. Objek yang diteliti dalam penelitian ini adalah wanita di kota Batam yang merupakan peminat produk kecantikan merek Korea dan terlibat dalam aktivitas e-WOM di sosial media Instagram. Metode penelitian menggunakan purposive sampling, dimana sampel penelitian wajib memenuhi kriteria karakteristik dari tujuan utama penelitian. Sedangkan metodologi penelitian ini menggunakan metode structural equation modelling (SEM) dengan smart PLS versi 3.0 untuk menganalisis pengaruh variabel independen (positive e-WOM) dan variabel mediasi (brand image dan brand attiude) terhadap variabel dependen (purchase intention). Hasil penelitian ini memperlihatkan bahwa positive e-WOM berpengaruh signifikan positif terhadap variabel mediasi (brand image dan brand attitude), dan variabel dependen (purchase intention) secara langsung. Positive e-WOM juga berpengaruh signifikan positif secara tidak langsung terhadap purchase intention melalui variabel mediasi (brand image dan brand attitude). ********************************************************************** The purposes of this study aims to examine the relationship between variable positive e-WOM with brand image and brand attitude which can influence consumer’s purchase intention of beauty product via online. The object of this study is the women in Batam city whom have interested in Korean’s beauty product and involved in e-WOM activities in social media Instagram. The method sampling used in this research is purposive sampling method, which means each sample gathered in this study must fulfilled the criteria characteristics of study’s main objectives. Structural equation modelling (SEM) method are used to analyze the influence of variable independent (positive e-WOM), and variable mediation (brand image and brand attiude) toward variable dependent (purchase intention). The results showed that positive e-WOM directly has significant positive impact toward variable mediation (brand image and brand attitude) and variable dependent (purchase intention). Positive e-WOM also have indirect impact toward purchase intention through brand image and brand attitude.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 21
Uncontrolled Keywords: The purposes of this study aims to examine the relationship between variable positive e-WOM with brand image and brand attitude which can influence consumer’s purchase intention of beauty product via online. The object of this study is the women in Batam city whom have interested in Korean’s beauty product and involved in e-WOM activities in social media Instagram. The method sampling used in this research is purposive sampling method, which means each sample gathered in this study must fulfilled the criteria characteristics of study’s main objectives. Structural equation modelling (SEM) method are used to analyze the influence of variable independent (positive e-WOM), and variable mediation (brand image and brand attiude) toward variable dependent (purchase intention). The results showed that positive e-WOM directly has significant positive impact toward variable mediation (brand image and brand attitude) and variable dependent (purchase intention). Positive e-WOM also have indirect impact toward purchase intention through brand image and brand attitude.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > Business
H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 26 Feb 2019 19:51
Last Modified: 26 Feb 2019 19:51
URI: http://repository.uib.ac.id/id/eprint/1228

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