PERAN EWOM, PERCEIVED PRICE, DAN PERCEIVED QUALITY DALAM MEMBANGUN BRAND IMAGE DAN VISIT INTENTION DI SANS HOTEL REDDOORZ JAKARTA PADA GENERASI MUDA

SAFITRI EKA LESTARI, . (2025) PERAN EWOM, PERCEIVED PRICE, DAN PERCEIVED QUALITY DALAM MEMBANGUN BRAND IMAGE DAN VISIT INTENTION DI SANS HOTEL REDDOORZ JAKARTA PADA GENERASI MUDA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maksud dari penulisan penelitian ini adalah untuk menguji peran EWOM, perceived price, dan perceived quality dalam membangun brand image serta dampaknya terhadap visit intention. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui media sosial. Objek yang diambil dalam penelitian ini adalah calon pelanggan yang mengetahui tentang SANS Hotel RedDoorz, berdomisili di Jakarta, dan merupakan bagian dari generasi muda (berusia minimal 17 tahun). Sampel yang digunakan dalam penelitian ini berjumlah 277 responden. Penelitian ini menggunakan SEM (Structural Equation Model) dengan bantuan software AMOS untuk melakukan proses analisis dan pengolahan data. Diharapkan hasil yang didapatkan pada penelitian ini dapat memberikan wawasan baru dan menjadi referensi bagi penelitian selanjutnya. Adapun hasil yang didapatkan pada penelitian ini menunjukkan bahwa E-WOM, perceived price, dan perceived quality berpengaruh positif dan signifikan terhadap brand image. Selain itu, semua variabel tersebut beserta brand image juga terbukti berpengaruh positif dan signifikan terhadap visit intention. Kata Kunci: EWOM, perceived price, perceived quality, brand image, visit intention ***** The purpose of writing this research is to examine the role of EWOM, perceived price, and perceived quality in building brand image and its impact on visit intention. Data collection was carried out using a questionnaire method distributed online through social media. The objects taken in this study are potential customers who know about SANS Hotel RedDoorz, live in Jakarta, and are part of the younger generation (at least 17 years old). The sample used in this study totalled 277 respondents. This research uses SEM (Structural Equation Model) with the help of AMOS software to carry out the data analysis and processing process. It is hoped that the results obtained in this study can provide new insights and become a reference for further research. The results obtained in this study show that EWOM, perceived price, and perceived quality have a positive and significant effect on brand image. In addition, all of these variables along with brand image are also proven to have a positive and significant effect on visit intention. Keywords: EWOM, perceived price, perceived quality, brand image, visit intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Safitri Eka Lestari .
Date Deposited:	06 Aug 2025 02:53
Last Modified:	06 Aug 2025 02:53
URI:	http://repository.unj.ac.id/id/eprint/58161

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