GADHAFI, MOHAMAD (2015) PENGARUH ELETRONIC WORD OF MOUTH TERHADAP NIAT PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK PADA PRODUK LAPTOP ACER DI SURABYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study was to the effect of electronic word of mouth on purchase intention are mediated by brand image on Acer laptop products in Surabaya. The population in this study are those or using of Acer laptop products in Surabaya. Sample collection technique is to use a purposive sampling technique with of 100 respondents. In this study performed two analyze, namely: Descriptive Analysis and Path Analysis (Path Analysis) using SPSS 17. Based on the results of line (Path Analysis) states that electronic word of mouth significantly and positively affect brand image. Brand image significantly and positively influence purchase intention on Acer laptop in Surabaya. Electronic word of mouth significantly and positively influence on Acer laptop in Surabaya. Brand image is an intervening in the influence of electronic word of mouth of purchase intention on Acer laptop in Surabaya. Keywords : Acer, Electronic Word Of Mouth, Purchase intention, Brand Image
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 21 Jul 2016 10:30 |
| Last Modified: | 21 Jul 2016 10:30 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/107 |
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