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Pengaruh e-WoM terhadap Niat Pembelian Online Produk Impor di Situs e-Commerce dengan Variabel Citra Merek dan Nilai yang Dirasakan sebagai Pemediasi

Martha Anggraini, Shinta (2020) Pengaruh e-WoM terhadap Niat Pembelian Online Produk Impor di Situs e-Commerce dengan Variabel Citra Merek dan Nilai yang Dirasakan sebagai Pemediasi. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Aims of this study were to test the effect of e-WOM on Online Purchase Intention, Brand Image and Perceived Value. In addition, the aims were to test the effect of Brand Image and Perceived Value on Online Purchase Intention. This study is a survey research, with data source derived from questionnaires distributed to as many as 125 respondents by purposive sampling technique. Data analysis technique used for hypothesis testing is path analysis using Warp-PLS. The results showed that e-WOM has a direct and significant effect toward Brand Image with p value of <0.001. e-WOM has a direct and significant effect toward Purchase Intention with p value of <0.001. e-WOM have a direct and significant effect on perceived value with p value of <0.001. Brand Image have a direct and significant effect toward Purchase Intention with p value of 0.022. The perceived value have a direct and significant effect toward Purchase Intention with p value of 0.004. Keywords: e-WOM, Online Purchase Intention, Brand Image, Perceived Value.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: SHINTA MARTHA ANGGRAINI
Date Deposited: 17 Mar 2021 14:32
Last Modified: 17 Mar 2021 14:32
URI: http://eprints.perbanas.ac.id/id/eprint/7564

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