The Effect Of Electronic Word Of Mouth, Message Source Credibility, Information Quality On Brand Image And Purchase Intention

Atika (2016) The Effect Of Electronic Word Of Mouth, Message Source Credibility, Information Quality On Brand Image And Purchase Intention. Magister thesis, Universitas Brawijaya.

Abstract

This study is aimed to investigate extent to which electronic word of mouth (eWOM) influence brand image and purchase intention. Fur r, o r variables employed in this study are message source credibility and information quality. se variables are employed to explore influence of eWOM to brand image and purchase intention by simultaneously involving message source credibility and information quality as an independent variables. Message source credibility and information quality become important thing, because y can affect persuasion of customers. research type is explanatory research with quantitative approach. sampling technique used in this study was purposive sampling. model was tested empirically using sample of 138 members of MIUI Indonesia Fansite. Analysis data technique in this study use Generalized Structured Component Analysis (GSCA) to examine effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. results showed that electronic word of mouth, message source credibility, information quality have positive and significant effect on brand image and purchase intention.

Item Type: Thesis (Magister)
Identification Number: TES/658.8/ATI/t/2016/041602780
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Depositing User: Nur Cholis
Date Deposited: 21 Apr 2016 10:07
Last Modified: 21 Apr 2016 10:07
URI: http://repository.ub.ac.id/id/eprint/159821
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