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Pengaruh eWom dan Keterlibatan Konsumen Terhadap Niat Beli Melalui Aplikasi Traveloka di Surabaya dengan Mediasi Citra Merek

Ryantama, Aldo Rizky (2019) Pengaruh eWom dan Keterlibatan Konsumen Terhadap Niat Beli Melalui Aplikasi Traveloka di Surabaya dengan Mediasi Citra Merek. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this research is to assess EWoM and customer engagement of purchase intention to Traveloka application on brand image mediation. This study used 100 participants and questionnaire used in collecting the data. Sampling technique that used in this study was purposive sampling on potential customers of Traveloka application in Surabaya. The result showed EWoM has significant effect on brand image, customer engagement has no significant effect on brand image. EWoM, customer engagement, and brand image have a significant positive effect on purchase intention. EWoM significantly influence purchase intention trough brand image, and customer engagement does no significantly influence purchase intention trough brand image on Traveloka applications. Keyword: Ewom, Customer Engagement, Brand Image, And Purchase Intention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: ALDO RIZKY RYANTAMA
Date Deposited: 11 Jan 2021 20:32
Last Modified: 11 Jan 2021 20:32
URI: http://eprints.perbanas.ac.id/id/eprint/6390

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