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PENGARUH ELETRONIC WORD OF MOUTH TERHADAP NIAT PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK PADA PRODUK LAPTOP ACER DI SURABYA

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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MOHAMAD GADHAFI_6861_ARTIKEL ILMIAH.pdf

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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 > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
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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