Analisis Pengaruh Electronic Word of Mouth, Brand Image terhadap Purchase Intention Local Coffee Shop pada Mahasiswa Universitas Internasional Batam

Angga, Michael (2019) Analisis Pengaruh Electronic Word of Mouth, Brand Image terhadap Purchase Intention Local Coffee Shop pada Mahasiswa Universitas Internasional Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh dari electronic word of mouth dan brand image dengan purchase intention local coffee shop pada mahasiswa Universitas Internasional Batam. Objek dari penelitian ini adalah mahasiswa Universitas Internasional Batam yang memiliki minat dalam local coffee shop. Metode penelitian dari penelitian ini adalah purposive sampling dimana kriteria penelitian ini memenuhi karteristik tujuan penelitian tersebut. Metode dalam penelitian tersebut menggunakan SEM atau disebut juga dengan structural equation modeling dengan smart PLS 3.0 dengan tujuan menganalisis pengaruh dari variable independen (electronic word of mouth) dan variabel mediasi (brand image) terhadap variabel dependen (purchase intention). Populasi penelitian adalah mahasiswa Universitas Internasional Batam dan sampel penelitian nya adalah mahasiswa yang menggunakan internet untuk melakukan riset mengenai produk yang akan dibeli. Hasil dari penelitian ini menunjukkan electronic word of mouth (variabel independen) berpengaruh signifikan positif terhadap brand image (variabel mediasi) dan purchase intention (variabel dependen) secara langsung. Electronic word of mouth memiliki hubungan signifikan positif langsung terhadap purchase intention. ********************************************************************** The purposes of this study is to study the great learning from electronic word of mouth and brand image toward purchase intention local coffee shop of students in Universitas Internasional Batam. The object of this research is the students of Universitas Internasional Batam who have interest in local coffee shop. The method sampling of this research is purposive sampling where this research meet the criteria for objectives of the research. Structural equation modelling or SEM is use in this method with smart PLS 3.0 with purpose of analyzing the influence of independent variables (electronic word of mouth) and mediation (brand image) toward variable dependent (purchase intention). The study population is students of Universitas Internasional Batam and the research sample is the students who uses internet to find products to be purchase. The result of this research shows that electronic word of mouth (variable independent) have the positive impact toward brand image(variable mediation) and purchase intention (variable dependent). Electronic word of mouth have positive impact toward purchase intention.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 23
Uncontrolled Keywords: Electronic word of mouth, brand image, purchase intention
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: 19 Oct 2019 03:06
Last Modified: 19 Oct 2019 03:07
URI: http://repository.uib.ac.id/id/eprint/1643

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