PENGARUH E-WOM DAN CITRA MEREK TERHADAP MINAT BELI MINUMAN MENANTEA PADA ERA PERKEMBANGAN E-COMMERCE DI INDONESIA

Rahmat Faizal Kurniawan, . (2022) PENGARUH E-WOM DAN CITRA MEREK TERHADAP MINAT BELI MINUMAN MENANTEA PADA ERA PERKEMBANGAN E-COMMERCE DI INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Today's e-commerce has reversed the traditional business model because it can bring convenience, e-commerce that is developing at this time makes competition even tougher, so that it can make it difficult for UMKM or small business owners to penetrate the market, so innovative strategies are needed to be able to develop and not just survive in tough competition. This research was conducted with the aim of understanding, analyzing and demonstrating that eWOM and brand image have a significant influence on purchase intention. The research subjects include Menantea consumers who are active in South Jakarta and users of e-commerce platforms. The sampling method uses purposive sampling and produces responses from 100 Menantea consumer respondents. Data processing uses SmartPLS 3.0 and the results are (1) eWOM has a positive and significant effect on purchase intention, (2) brand image has a significant positive effect on purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:1910111163] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Yuliniar] [Penguji 2: Rosali]
Uncontrolled Keywords: eWOM, Brand Image, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Rahmat Faizal Kurniawan
Date Deposited: 10 Feb 2023 07:02
Last Modified: 10 Feb 2023 07:02
URI: http://repository.upnvj.ac.id/id/eprint/22377

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