Aditya, Ulin Nuha (2020) Analisis hubungan faktor-faktor eWOM, Barand Image, Brand trust, purchase intention dalam proses pembelian Mitsubishi Xpander. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
The use of the internet has changed the way consumers communicate and share opinions or reviews about products or services that have been consumed. In this case, electronic communication by word of mouth is used to share opinions or reviews about products or services. This communication is used for marketing advice through social media. The purpose of this study is to determine the effect of eWOM significance with brand image variables, brand trust, purchase intention on purchase decisions on Mitsubishi Xpander cars. The research method uses a sample of 160. The analytical method uses the Structural Equation Modeling (SEM) tool using the AMOS 22 application. The results of the study indicate that eWOM on brand image has a positive and significant effect (r = 1,206). eWOM on brand trust has a positive and significant influence (r = 1,214). eWOM on purchase intention has a positive and significant effect (r = 1,517). Purchase intention on purchase decisions has a positive and significant effect (r = 0.976). Keywords: Structural Equation Modeling, Electronic Word of Mouth, Brand Image, Brand Trust, Purchase Intention, Purchase Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Sri Nur Azizah | ||||||||
| Date Deposited: | 07 Feb 2022 06:15 | ||||||||
| Last Modified: | 07 Feb 2022 06:15 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5103 |
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