SARAGIH, YOLANDA DIAN ARTASARI (2023) PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN PADA PRODUK MINUMAN MIXUE ICE CREAM AND TEA (Studi Kasus Pada Konsumen Mixue Ice Cream And Tea Tropodo). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in the food and beverage industry (food and beverage) in Indonesia is increasingly competitive. The growth of the food and beverage industry will reach 3.57% in 2022. One of the developing retail businesses in Indonesia is engaged in the food and beverage industry, namely Mixue Ice Cream and Tea. This study aims to analyze the effect of brand image and electronic word of mouth on Mixue Ice Cream and Tea beverage products. This research was conducted at the Tropodo branch of Mixue Ice Cream and Tea. The sampling technique used purposive sampling with a sample size of 55 people. Methods of data analysis using descriptive analysis and SEM-PLS analysis with the SmartPLS version 4 application. Based on analysis using the variables Brand Image and Electronic Word of Mouth positively affect Purchase Intention. These two variables also have a significant influence on buying interest in Mixue Ice Cream and Tea Tropodo, because they have a p-value of 0.000 <0.05. Keywords: Brand Image, Electronic Word of Mouth, Buying Interest, Ice Cream
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HD Industries. Land use. Labor > HD9980 Service Industries |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Yolanda Dian Artasari Saragih | ||||||||||||
| Date Deposited: | 24 Jul 2023 06:23 | ||||||||||||
| Last Modified: | 24 Jul 2023 06:23 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16145 |
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