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Pengaruh eWOM dan Citra Merek terhadap Penciptaan Nilai Bersama, Niat Beli, dan Pembelian Produk Merek Meccanism pada Marketplace Shopee

Amiroh, Aqidhatul (2019) Pengaruh eWOM dan Citra Merek terhadap Penciptaan Nilai Bersama, Niat Beli, dan Pembelian Produk Merek Meccanism pada Marketplace Shopee. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This research aims to assess the effect of eWOM and brand image toward value co- creation, purchase intention, and purchasing Meccanism Brand in marketplace, Shopee. To achieve this objective, the questionnaire was developed with item measurement, which seizes the construct of the variable. This study used 200 participants and questionnaire used in collecting the data. Sampling technique used in this study was purposive sampling on product buyer of Meccanism Brand in Shopee. The results of this research showed that eWOM and value co-creation influenced significantly positive toward purchase intention, eWOM had a significant positive effect toward brand image and value co-creation, purchase intention influenced notably positive toward purchasing. However, brand image did not influence positively toward buying interest on Meccanism Brand in Shopee marketplace. This also becomes consideration for Meccanism Enterprise to develop the brand image toward consumers.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: AQIDHATUL AMIROH
Date Deposited: 19 Nov 2019 04:05
Last Modified: 19 Nov 2019 04:05
URI: http://eprints.perbanas.ac.id/id/eprint/5573

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