Irhashon, Zakaria Rizki Baiq (2020) Analisis Hubungan Antara Citra Merek, Kesetiaan Merek, Kesadaran Merek, E-WOM (Electronic Word of Mouth) dan Niat Menggunakan Layanan Bank Syari’ah Mandiri di Surabaya. Undergraduate 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 (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ZAKARIA RIZKI BAIQ IRHASHON |
| Date Deposited: | 17 Jan 2021 00:09 |
| Last Modified: | 04 Feb 2021 08:26 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/7354 |
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