Yamco, Ramadhan Rendyansyah Hermanto (2024) Pengaruh Brand Hate Terhadap - Electronic Word Of Mouth (Wom), Continued Intentions To Use, Dan Brand Equity Pada Pelanggan Starbucks Di Surabaya Pasca Serangan Israel Ke Palestina. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
ABSTRACK the purpose of this study is to examine the effect of brand hate on - electronic word of mouth (wom), continued intentions to use, and brand equity on starbucks customers in surabaya after the israeli attack on palestine. this study relies on numerical data obtained through research instruments such as questionnaires. these data are then analyzed statistically to test previously established hypotheses. the main purpose of this method is to find generalizations and conclusions that apply widely. by using primary data and data collection techniques using questionnaires that will be distributed online via google form. the research sample used was 100 customers or potential customers of starbucks coffee in surabaya. in this study, the test used in statistical analysis is a hypothesis test with pls-sem (partial least square structural equation structural equation modeling) software and warppls 3.0 software. based on the management results, the results of this study indicate that the brand hate variable has a significant effect on electronic word of mouth, electronic word of mouth has a significant effect on continued intentions to use, and that electronic word of mouth has a significant effect on brand equity. Keywords: Brand Hate, Electronic Word of Mouth, Continued Intentions to Use, Brand Equity
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RAMADHAN RENDYANSYAH HERMANTO YAMCO |
| Date Deposited: | 26 Apr 2025 06:17 |
| Last Modified: | 26 Apr 2025 06:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13513 |
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