Pengaruh electronic word of mouth (ewom) dan kesadaran merek terhadap niat pembelian Motor honda yang dimediasi citra merek

Sholikhah, Zumrotus (2018) Pengaruh electronic word of mouth (ewom) dan kesadaran merek terhadap niat pembelian Motor honda yang dimediasi citra merek. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The basic purpose of this research is to analyze the impact of electronic word of mouth (EWOM) and brand awareness on customer purchase intention mediated by brand image. The research is conducted to analyze the role of mediator on the said relationship. This research is basically conducted on customers of Honda motorcycle users of Surabaya. There are 150 respondents taken from questionnaire by using purposive sampling method, data collection in the conducted by distributing questionnaires and that sample used is based on criteria. This research uses warpPLS 6.0 The results of this study is electronic word of mouth (EWOM) has a significant impact on brand image and purchase intention Honda motorcycle in Surabaya. Brand awareness has a significant impact on brand image and purchase intention Honda motorcycle in Surabaya. Brand image has a significant impact on purchase intention Honda motorcycle in Surabaya. While, the result of mediator show partial mediating impact of brand image on Electronic Word of Mouth (EWOM) and brand awareness on customer purchase intention relationship. This research will help marketers in implementing better marketing techniques for boosting customers purchase intention. Key words : EWOM, brand awareness, 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: 18 Jan 2019 02:04
Last Modified: 18 Jan 2019 02:04
URI: http://eprints.perbanas.ac.id/id/eprint/4055

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