Gampur, Ditia Putri (2024) An Analysis Of The Relationships Between Social Value, Personal Value, Social Media Wom, Purchase Intention And Purchase Behavior In The Food And Beverage Industry. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
Store with authenticity continue to be popular with certain consumer segments. However, research on authentic stores in Indonesia remains limited. This study aims to examine the influence of social value and personal value on social media word of mouth (social media WOM) and, subsequently, on purchase intention and purchase behavior. In addition, this study examines the mediating factors in the relationships between these variables. A survey was conducted to assess the relationships between these variables in the context of ice cream store founded in 1930 in Surabaya, Indonesia. There were 215 respondents participated in the survey. This study found social value and personal value influence social media WOM. Furthermore, social media WOM influences purchase intention. In addition to the direct effects, this study found indirect effects. In particular, social media WOM mediates the influence of social value on purchase intention as well as mediates the influence of personal value on purchase intention. Personal value mediates the influence of social value on social media WOM. Personal value and social media WOM serially mediate the influence of social value on purchase intention. Keyword : Social Value, Personal Value, Social Media Wom, Purchase Intention Purchase Behavior
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | DITIA PUTRI GAMPUR |
| Date Deposited: | 16 May 2024 01:46 |
| Last Modified: | 16 May 2024 01:46 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12268 |
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