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The Effect of Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Students in Sidoarjo

Yulianto, Mochamad Rizal (2018) The Effect of Viral Marketing on Blackberry Messenger Applications on Customer Satisfaction Through Purchasing Decisions on University Students in Sidoarjo. Masters thesis, STIE Perbanas Surabaya.

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Abstract

Electronic Word of Mouth is a very important thing to pay attention to in the digital era as it is today, especially by banks, because in the end it will affect the intention to use Banking Services, in this study is Bank Syari'ah Mandiri in Surabaya. This study aims to analyze the significance of the influence of brand image on intentions to use BSM services, brand loyalty to electronic word of mouth, brand awareness of intentions to use BSM services, and electonic word of mouth on intentions to use BSM services. The sample in this study consisted of 100 respondents who had a minimum age of 17 years, lived in Surabaya and had been a BSM customer for at least 3 months. Sampling is done by Purposive Sampling,and data analysis using Structural Equation Modeling in WarpPLS 6.0. The results of this study indicate that brand image has a significant positive effect on intention to use BSM services, brand loyalty has a significant effect on Electonic Word of Mouth, brand awareness has a significant effect on intention to use BSM services, and Electronic Word of Mouth has a significant effect on intention to use BSM services. Keywords:Brand image, Brand Loyalty, Brand Awareness, Electronic Word of Mouth, Purchase Intention

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 04 Feb 2021 08:30
Last Modified: 04 Feb 2021 08:30
URI: http://eprints.perbanas.ac.id/id/eprint/7498

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