PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI INTERVENING (STUDI PADA BITTERSWEET BY NAJLA DI WILAYAH DKI JAKARTA)

KOMARIAH ULAN, . (2022) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI INTERVENING (STUDI PADA BITTERSWEET BY NAJLA DI WILAYAH DKI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Komariah Ulan, 2021 : Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening (Studi pada Bittersweet by Najla di Wilayah DKI Jakarta). Skripsi, Jakarta : Progam Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta, Tim Pembimbing : Agung Kresnamurti Rivai P,ST.,M.M & Dewi Agustin Pratama Sari, S.E., M.Sc. Tujuan dari penelitian ini adalah : 1. Untuk mengetahui pengaruh E-WOM terhadap Brand Awareness pada Bittersweet by Najla. 2. Untuk mengetahui pengaruh Brand Image terhadap Brand Awareness pada Bittersweet by Najla. 3. Untuk mengetahui pengaruh Brand Awareness terhadap Purchase Intention pada Bittersweet by Najla. 4. Untuk mengetahui pengaruh E-WOM terhadap Purchase Intention pada Bittersweet by Najla. 5. Untuk mengetahui pengaruh Brand Image terhadap Purchase Intention pada Bittersweet by Najla. 6. Untuk mengetahui pengaruh E-WOM dimediasi Brand Awareness terhadap Purchase Intention pada Bittersweet by Najla. 7. Untuk mengetahui pengaruh Brand Image dimediasi Brand Awareness terhadap Purchase Intention pada Bittersweet by Najla. Metode pengumpulan data menggunakan metode survey dengan instrumen berupa kuesioner. Objek penelitian ini adalah responden yang merupakan followers instagram Bittersweet by Najla dan mengetahui Bittersweet by Najla yang berada di wilayah DKI Jakarta. Terdapat 200 responden yang dianalisis menggunakan SPSS versi 24 dan SEM (Structural Equation Model) dari software LISREL 8.8 untuk mengelola dan menganalisis hasil data. ABSTRACT Komariah Ulan, 2021: The Effect of Electronic Word of Mouth (E-WOM) and Brand Image on Purchase Intention with Brand Awareness as Intervening (Study on Bittersweet by Najla in DKI Jakarta Region). Thesis, Jakarta : Management S1 Study Program, Faculty of Economics, Jakarta State University, Advisory Team : Agung Kresnamurti Rivai P, ST., M.M & Dewi Agustin Pratama Sari, S.E., M.Sc. The purpose of this study are: 1. To find out the effect of E-WOM about Brand Awareness on Bittersweet by Najla. 2. To find out the effect of Brand Image about Brand Awareness on Bittersweet by Najla. 3. To find out the effect of Brand Awareness about Purchase Intention on Bittersweet by Najla. 4. To find out the effect of E-WOM about Purchase Intention on Bittersweet by Najla. 5. To find out the effect of Brand Image about Purchase Intention on Bittersweet by Najla. 6. To find out the effect of E-WOM mediated by Brand Awareness about Purchase Intention on Bittersweet by Najla. 7. To find out the effect of Brand Image mediated by Brand Awareness about Purchase Intention on Bittersweet by Najla. The data collection method used a survey method with the instrument in the form of a questionnaire. The Object of this study are respondent who are the instagram followers of Bittersweet by Najla and know Bittersweet by Najla brand that located in DKI jakarta area. There were 250 respondents who were analyzed using SPSS version 24 and SEM (Structural Equation Model) from LISREL 8.8 software to manage data and analyze reseach data.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Agung Kresnamurti Rivai P., ST,M.M. 2. Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 14647 not found.
Date Deposited:	12 Jul 2022 03:22
Last Modified:	12 Jul 2022 03:22
URI:	http://repository.unj.ac.id/id/eprint/31726

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