HAFIDHA HARFIANA DEWI, . (2022) PENGARUH EWOM DAN BRAND IMAGE TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST PADA PENGGUNA JASA PENGIRIMAN BARANG DI KOTA BEKASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Tujuan dasar dilakukannya penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth (eWOM) dan brand image terhadap purchase intention dengan peran mediasi brand trust. Penelitian ini dilakukan pada pengguna jasa pengiriman barang di Kota Bekasi. Dalam penelitian ini peneliti menggunakan total 195 sampel dan kuesioner yang disebarkan melalui sosial media dan dianalisis dengan SEM Lisrel 8.8. Hasil penelitian menunjukkan bahwa eWOM dan brand image terhadap purchase intention tidak berpengaruh, sedangkan brand trust terhadap purchase intention terdapat pengaruh. Untuk dampak mediasi brand trust pada eWOM terhadap purchase intention tidak terdapat pengaruh, sedangkan pada brand image terdapat pengaruh. Penelitian ini dilakukan untuk perusahaan agar lebih memperhatikan brand image dan brand trust karena variabel tersebut melalui penelitian yang dilakukan berpengaruh secara langsung atau tidak langsung terhadap purchase intention. ****************************** The basic purpose of this research is to analyze the effect of electronic word of mouth (eWOM) and brand image on purchase intention with the mediating role of brand trust. This research was conducted on users of freight forwarding services in the city of Bekasi. In this study, researchers used a total of 195 samples and questionnaires distributed through social media and analyzed by SEM Lisrel 8.8. The results showed that eWOM and brand image on purchase intention had no effect, while brand trust on purchase intention had an effect. For the mediation impact of brand trust on eWOM on purchase intention there is no effect, while on brand image there is an influence. This research was conducted for companies to pay more attention to brand image and brand trust because these variables through research conducted directly or indirectly affect purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Agung Kresnamurti Rivai P, S.T., M.M ; 2). Shandy Aditya, BIB, MPBS. |
| Subjects: | Manajemen > Manajemen , Business Manajemen > Manajemen Kantor, Organisasi |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | PKL . |
| Date Deposited: | 03 Oct 2024 01:27 |
| Last Modified: | 03 Oct 2024 01:27 |
| URI: | http://repository.unj.ac.id/id/eprint/51131 |
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