Pengaruh Media Sosial Dan E-Wom Terhadap Citra Merek Serta Dampaknya Pada Intensi Pembelian Produk Usaha Kecil Dan Menengah (Ukm)

Yanti, Arliyarini Erlikamila (2021) Pengaruh Media Sosial Dan E-Wom Terhadap Citra Merek Serta Dampaknya Pada Intensi Pembelian Produk Usaha Kecil Dan Menengah (Ukm). Masters thesis, Universitas Hayam Wuruk Perbanas Surabaya.

[img] Text
1. COVER.pdf
Restricted to Registered users only

Download (3MB)
[img]
Preview
Text
2. BAB I.pdf

Download (3MB) | Preview
[img]
Preview
Text
3. BAB II.pdf

Download (3MB) | Preview
[img] Text
4. BAB III.pdf
Restricted to Registered users only

Download (3MB)
[img] Text
5. BAB IV.pdf
Restricted to Registered users only

Download (3MB)
[img]
Preview
Text
6. BAB V.pdf

Download (3MB) | Preview
[img] Text
7. LAMPIRAN.pdf
Restricted to Registered users only

Download (5MB)

Abstract

Many people using their Social Media (Instargram) for selling or buying transactions are motivating this research. The purpose of this research is to analyse how much Media Sosial, and E-WOM influence Brand Image and how the impact toward Purchase Intention. This research using quantitative technique, data collected by questionnaire to 180 respondents who made transactions on their Social Media (Instargram) at Lampung, Surabaya, Jakarta, and Bali. Hypothesis formulated and tested using Partial Least Square (PLS) - SEM. The result of this research is showing that Media Social and E-WOM has positive and significant effect towards Brand Image, Brand Image has positive and significant effect towards Purchase Intention.

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas
Date Deposited: 24 Jan 2024 01:33
Last Modified: 24 Jan 2024 01:33
URI: http://eprints.perbanas.ac.id/id/eprint/11891

Actions (login required)

View Item View Item