Pengaruh e-wom dan citra merek terhadap niat beli pada produk laptop acer di surabaya

Suhartono, Ali (2018) Pengaruh e-wom dan citra merek terhadap niat beli pada produk laptop acer di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Purchase intention is a decision to act or a psychological act that indicates an individual’s behavior to buy a product. Consumer purchasing decisions are always looking for information about any company or service. Purchase intention can be stimulated by the knowledge of a brand. Consumers today are more educated in terms of information retrieval, many of which refer to online searches. This study aims to analyze the effect of e-wom, brand image and purchase intention to purchase intention on Acer Laptop products in Surabaya. The metod used in this research is quantitative method and will primary data by distributing questionnaires as much as 100 questionnarires to consumers in Surabaya. The sampling used in this research is SEM-PLS. The result of research inidcate that e-wom significantly influence to buy on Acer Laptop product in Surabaya, e-wom influence significantly to brand image on Acer Laptop product in Surabaya, brand significantly to purchase intention on Acer product in Surabaya, and e-wom influence significantly to purchase intention through brand image on Laptop Acer product in Surabaya. Keywords: E-WOM, Brand Image, Purchase Intention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 30 Oct 2018 00:42
Last Modified: 30 Oct 2018 00:42
URI: http://eprints.perbanas.ac.id/id/eprint/3591

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