Analysis of The Impact That Affects Purchase Intention with Electronic Word-of-Mouth Mediation on Purchase Intention

Jessica, Jessica (2023) Analysis of The Impact That Affects Purchase Intention with Electronic Word-of-Mouth Mediation on Purchase Intention. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini dilakukan untuk melihat pengaruh Purchase Intention dengan mediasi e-WOM. Penelitian ini menggunakan kuesioner yang dibagikan kepada 329 responden di Kota Batam. Teknik sampling yakni purposive sampling, dan metode analisis datanya adalah Partial Least Square (PLS). Hasil demon menemukan pengaruh langsung yang positif dan signifikan dari trust, online reviews, promotion terhadap eWOM. Selain itu, e-WOM positif dan berpengaruh signifikan terhadap Purchase Intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kata kunci: Purchase Intention, e-WOM, Trust, Online Review, Promotion
Subjects: H Social Sciences > HF Commerce
Divisions: School of Economic and Business > Management
Depositing User: Rio Gusma Hendra
Date Deposited: 12 Mar 2026 12:10
Last Modified: 12 Mar 2026 12:10
URI: http://repository.uib.ac.id/id/eprint/6573

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