Widianto, Gabriella Putri (2024) Pengaruh Sensitivitas Harga, Kepercayaan Pelanggan, Intensi Membeli, Dan E-Wom Terhadap Loyalitas Merek Saat Harbolnas Di Jawa Timur. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The main problem in this research is how price sensitivity, level of trust, and E-WOM influence purchasing intentions during the Harbolnas event. The expected fundamental contribution is the expansion of the theory, namely the relationship between influencing factors and buying intensity during the National Holidays. This study will also confirm price sensitivity, customer trust, EWOM and brand loyalty on buying intensity, especially during National Holidays. has an influence on purchases during National Holidays. This study numbered 150 respondents and the criteria were 17 years and over, specifically having purchased products during National Holidays using a proportional sampling technique. The salient findings of this study confirm that price sensitivity plays an important role in influencing purchasing intensity during the Harbolnas period. Apart from that, trust in e-commerce platforms also has a significant impact on purchasing intensity during National Holidays. Keywords : Price Sensitivity, Customer Trust, E-Wom, Brand Loyalty and Purchase Intention
| 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: | GABRIELLA PUTRI WIDIANTO |
| Date Deposited: | 01 Jul 2024 02:50 |
| Last Modified: | 01 Jul 2024 02:50 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12536 |
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