Pengaruh eWOM Credibility, eWOM Quality, eWOM Quantity terhadap Purchase Intention Smartwatch dengan Corporate Image sebagai Mediating di Kota Batam

Karina, Karina (2019) Pengaruh eWOM Credibility, eWOM Quality, eWOM Quantity terhadap Purchase Intention Smartwatch dengan Corporate Image sebagai Mediating di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Pada pelaksanaan penelitian yang dilakukan ini memiliki tujuan untuk mengetahui faktor-faktor yang mempengaruhi variabel minat pembelian, kredibilitas eWOM, kualitas eWOM, kuantitas eWOM, citra perusahaan sebagai mediasi adalah faktor-faktor yang akan diteliti dan dianalisa. Objek pada penelitian ini adalah para peminat smartwatch yang bertempatan di kota Batam dan pengguna media sosial aktif. Purposive sampling menjadi metode dalam penelitian ini, sampel yang dipilih disesuaikan dengan penelitian ini berdasarkan objek yang akan diteliti. Analisis data yang digunakan adalah PLS-SEM (Partial Least Square Structural Equation Modelling). Hasil dari penelitian ini menunjukkan bahwa kualitas eWOM, kuantitas eWOM, citra perusahaan memiliki pengaruh yang signifikan terhadap minat pembelian. Sedangkan kredibilitas eWOM tidak memiliki pengaruh yang kuat dan kemungkinan dipengaruhi oleh variabel lain terhadap minat pembelian. Selain itu citra perusahaan dapat menjadi mediasi dalam hubungan kredibilitas eWOM, kualitas eWOM, kuantitas eWOM dan minat pembelian. ********************************************************************** In conducting of this research, has the purpose of knowing the factors that influence purchase intention. eWOM Credibility, eWOM Quality, eWOM Quantity, Corporate Image as mediating role are factors that will be examined and analyzed. The object of this research is smartwatch that ocated in Batam City with certain criteria that using media social active. Purposive sampling is the method in this study, selected are adjusted to the research objectives. The data analysis in this research is PLS-SEM (Partial Least Square Structural Equation Modelling). The result of this research is indicate that the eWOM Quality, eWOM Quality, Corporate Image are able to influence significantly on Purchase Intention while eWOM Credibility doesn’t have a strong effect and maybe influence by other variables on Purchase Intention. In addition Corporate Image’s able to mediate eWOM Credibility, eWOM Quality, eWOM Quality and Purchase Intention.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity:
Uncontrolled Keywords: Purchase Intention, Corporate Image, eWOM Quantity, eWOM Quality, eWOM Credibility.
Subjects: 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: 18 Oct 2019 07:17
Last Modified: 18 Oct 2019 07:17
URI: http://repository.uib.ac.id/id/eprint/1595

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