PURCHASE INTENTION PRODUK ERIGO (STUDI DI DKI JAKARTA)

Shahinaz Oktavirani, . (2025) PURCHASE INTENTION PRODUK ERIGO (STUDI DI DKI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study investigates how User Generated Content (UGC), Electronic Word of Mouth (e-WOM), and Brand Image contribute to consumers’ intention to purchase Erigo products. A quantitative method was applied by involving 150 respondents aged above 17 years who live in DKI Jakarta and are familiar with the Erigo brand. The sampling process used a non-probability approach with purposive selection criteria. Primary data were collected through an online questionnaire distributed via Google Forms. The data were then processed using both descriptive and inferential techniques with the assistance of SmartPLS version 4.0.9.9. The findings demonstrate that: (1) User Generated Content (UGC) significantly affects consumers’ Purchase Intention toward Erigo products; (2) Electronic Word of Mouth (e-WOM) also has a significant impact on purchase intention; and (3) Brand Image plays a substantial role in influencing consumers’ intention to buy Erigo products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111040] [Pembimbing: Prasetyo Hadi] [Penguji 1: Pusporini] {Ketua Penguji : Miguna Astuti]
Uncontrolled Keywords: User Generated Content, Electronic Word of Mouth, Brand Image, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
T Technology > T Technology (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SHAHINAZ OKTAVIRANI
Date Deposited: 17 Mar 2026 01:37
Last Modified: 17 Mar 2026 01:37
URI: http://repository.upnvj.ac.id/id/eprint/41689

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