Pratama, Alvaeniyah (2022) ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), PRODUCT QUALITY, DAN PRICE TERHADAP BRAND IMAGE MELALUI PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING (Studi Kasus Penjualan Eiger Secara Online). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
At this time, economic developments also greatly affect people's lifestyles. A developing lifestyle will result in a growing hobby such as adventuring in the wild. This phenomenon is used by companies to provide complete outdoor activities, one of which is the Eiger. This study was conducted to determine the effect of electronic word of mouth (E-WOM), product quality, and price on brand image through the perceived value of eiger products (online sales). This research is a quantitative research by distributing questionnaires to 115 respondents who are users of Eiger Products, have purchased products online, and consumers who follow Instagram @eigeradventure. Data analysis in this study used PLS-SEM analysis with smartpls 3.0. the result is electronic word of mouth( E-WOM), product quality, and price which are stated to have a positive and significant effect on the perceived value. Then for product quality, price and perceived value are also stated to have a positive and significant effect on brand image. Meanwhile, electronic word of mouth (E-WOM) has a positive but not significant effect to brand image. Keywords: Electronic Word Of Mouth (E-WOM), Product Quality, Price, Brand Image, Perceived Value
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > HC Economics |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Alvaeniyah Pratama | ||||||||
| Date Deposited: | 24 May 2022 08:43 | ||||||||
| Last Modified: | 24 May 2022 08:43 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6199 |
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