Analisa Pengaruh Electronic Word of Mouth (e-WOM) terhadap Minat Belanja Konsumen Mall di Kota Batam

Barus, Felisyanne Misadella (2019) Analisa Pengaruh Electronic Word of Mouth (e-WOM) terhadap Minat Belanja Konsumen Mall di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari dilaksanakannya penelitian ilmiah berikut ialah mengamati pengaruh yang diberikan oleh variabel e-WOM dengan brand attitude dan brand image yang dapat memberi pengaruh kepada minat belanja konsumen mall di kota Batam. Objek dari penelitian ini adalah konsumen di Mega Mall Batam Centre. Metode Structural Equation Modelling (SEM) digunakan dan Partial Least Square (PLS). Dalam penelitian ini akan diuji sebanyak 5 hipotesis yang 4 diantaranya berpengaruh signifikan dan 1 tidak berpengaruh signifikan. Hasil menunjukkan bahwa tidak langsung terhadap minat belanja konsumen dan harus melalui brand attitude dan brand image untuk mencapai minat belanja. ********************************************************************** The aim of the following scientific research is to observe the influence given by the Electronic Word of Mouth variable (e-WOM) with brand attitude and brand image that can influence consumer shopping interests at Mega Mall Batam Center. The object of this research is consumers at Mega Mall Batam Center. The Structural Equation Modeling (SEM) method was used in this study and used data analysis through the Partial Least Square (PLS) program. In this study, 5 hypotheses will be tested, 4 of which have a significant effect and 1 has no significant effect. From the results of this study indicate that e-WOM has a significant positive effect indirectly on consumer shopping interest and must through brand attitude and brand image.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 20
Uncontrolled Keywords: e-WOM, Brand Attitude, Brand Image, Purchase, Intention, Social Media.
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 04:34
Last Modified: 19 Oct 2019 04:34
URI: http://repository.uib.ac.id/id/eprint/1689

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