PENGARUH E-WOM, BRAND AWARENESS, DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION KONSUMEN BRODO

Farys Dzahran Ahmad, . (2024) PENGARUH E-WOM, BRAND AWARENESS, DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION KONSUMEN BRODO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study aimed at identifying, analyzing, and proving the influence of Electronic Word of Mouth (E-WoM), brand awareness, and product quality on the purchase intention of Brodo consumers. The population of this study comprises individuals who are aware of and interested in Brodo products. The study involved 143 respondents selected using a non-probability sampling method with a purposive sampling technique. Data collection was conducted through an online questionnaire distributed via Google Form. The data analysis technique used in this study is descriptive and inferential analysis with the assistance of SmartPLS 4.0 software. The results of the study indicate that (1) E- WoM influences purchase intention, (2) brand awareness influences purchase intention, and (3) product quality does not influence purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111254] [Pembimbing: Suharyati] [Penguji 1: Yuliniar] [Penguji 2: Pusporini]
Uncontrolled Keywords: Brand Awareness, E-WoM, Product Quality, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: FARYS DZAHRAN AHMAD
Date Deposited: 24 Feb 2025 02:43
Last Modified: 24 Feb 2025 02:43
URI: http://repository.upnvj.ac.id/id/eprint/34820

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