Saputra, Ricky Bayu (2020) Pengaruh Electronic Word of Mouth, Citra Merek dan Persepsi Kualitas Terhadap Niat Beli Sepatu Merek Converse Pada Generasi Milenial. Undergraduate thesis, STIE Perbanas Surabaya.
|
Text
ARTIKEL ILMIAH.pdf Download (289kB) | Preview |
|
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Restricted to Registered users only Download (529kB) |
|
|
Text
BAB I.pdf Download (315kB) | Preview |
|
|
Text
BAB II.pdf Download (540kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (342kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (554kB) |
|
|
Text
BAB V.pdf Download (234kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The purpose of this research is to analyze the effect of electronic word of mouth, brand image and quality of perception on the intention to buy Converse shoes in the millennial generation. Questionnaire is used as the methods of data collection in this reseach. The number of respondents in this research. The number of respondents who live in Surabaya and Sidoarjo. The data analysis technique used in this research was using Structural Equation Modelling (SEM) with the Partial Equation Modelling (PLS) methods and WarpPLS statistical tools. The results of this research explain that electronic word of mouth has a significantly positive effect on purchase intentions, brand image has a significantly positive effect on purchase intentions and quality of perception has a significantly positive effect on purchase intentions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Accountancy |
| Depositing User: | RICKY BAYU SAPUTRA |
| Date Deposited: | 12 May 2022 03:59 |
| Last Modified: | 12 May 2022 03:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8925 |
Actions (login required)
 |
View Item |