Analisis Pengaruh Electronic Word of Mouth Terhadap Minat Beli Produk Pakaian Dengan Variabel Mediasi Brand Image Di Wilayah Palembang

Gracia S., Steffi (2017) Analisis Pengaruh Electronic Word of Mouth Terhadap Minat Beli Produk Pakaian Dengan Variabel Mediasi Brand Image Di Wilayah Palembang. Other thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aimed to analyze the influence of electronic word of mouth on apparel purchase intention with the mediating variable of brand image in Palembang. The population in this study is the e-commerce users who made apparel purchases in Palembang. Used as a sample of 100 respondents using purposive sampling. Data analysis technique used in this study was validity test, reliability test, classic assumption test, linier regression, path analysis, descriptive statistics, t-test, and R2. The results of this study prove that there is positive and significant influence between electronic word of mouth on brand image. In addition the results also prove that there is positive and significant influence between the variable brand image on purchase intention and brand image is proved as variable that mediate the association between independent variable electronic word of mouth on variable dependent purchase intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	e-commerce, electronic word of mouth, brand image, and purchase intention.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Theses - S1 > Management Study Program
Depositing User:	Perpustakaan Unika Musi Charitas
Date Deposited:	14 Sep 2018 02:51
Last Modified:	29 Mar 2022 05:52
URI:	http://eprints.ukmc.ac.id/id/eprint/1500

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