PENGARUH E-WOM DAN ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PRODUK GADGET GAMING

JAMAL HASBI, . (2023) PENGARUH E-WOM DAN ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PRODUK GADGET GAMING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini berutujuan untuk menguji dan menganalisis pengaruh electronic word of mouth terhadap brand image, pengaruh endorser terhadap brand image, pengaruh brand image terhadap purchase intention pengaruh e-WoM terhadap purchase intention, pengaruh endorser terhadap purchase intention, pengaruh e-WoM terhadap purchase intention melalui brand image, pengaruh endorser terhadap purchase intention melalui brand image, pada produk gadget gaming. Metode pengumpulan data yang digunakan adalah metode survei dengan instrumen berupa kuesioner. Sampel penelitian yang dikumpulkan berjumlah 293 responden yang mengetahui akan produk ASUS ROG, berdomisili di Jabodetabek, berusia 17 tahun ke atas dan pernah melihat aktivitas endorser dari ASUS ROG selama 6 bulan terakhir. software yang digunakan pada analisis data adalah SPSS dan SEM (Structural Equation Model) dari LISREL. Hasil dari uji hipotesis dari penelitian ini adalah seluruh hipotesis diterima. Kata Kunci: ASUS ROG, brand image, electronic word of mouth, endorser, purchase intention *** The purpose of this study is to determine the effect of electronic word of mouth on brand image, the influence of endorsers on brand image, the influence of brand image on purchase intentions, the influence of e-WoM on purchase intentions, the influence of endorsers on intentions, the influence of e-WoM on purchase intentions through brands. image, influence of endorsers on purchase intention through brand image, on ASUS ROG gadget products. The data collection method used was a survey method with a questionnaire as an instrument. The research sample that was collected was 293 respondents who knew about ASUS ROG products, domiciled in Jabodetabek, aged 17 years and over and had seen endorser activity from ASUS ROG for the last 6 months. Software used in data analysis is SPSS and SEM (Structural Equation Model) from LISREL. The results of the hypothesis testing of this study are all hypotheses that are accepted. Keywords: ASUS ROG, brand image, electronic word of mouth, endorser, purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, SE., MM ; 2). Rahmi, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 20697 not found.
Date Deposited:	15 Sep 2023 04:59
Last Modified:	15 Sep 2023 04:59
URI:	http://repository.unj.ac.id/id/eprint/42538

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