Pengaruh Ewom Terhadap Purchase Intention Taksi Uber Melalui Brand Image (Studi Pada Taksi Uber Di Indonesia)

Kusuma, Erlanda Cahya (2018) Pengaruh Ewom Terhadap Purchase Intention Taksi Uber Melalui Brand Image (Studi Pada Taksi Uber Di Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini membahas tentang pengaruh eWOM yang terjadi di media internet terhadap Purchase Intention Taksi Uber di Indonesia melalui Brand Image bertujuan untuk menganalisis pengaruh eWOM secara langsung kepada Purchase Intention dan pengaruh eWOM secara tidak langsung kepada Purchase Intention melalui Brand Image. Penelitian ini menggunakan teori electronic Word Of Mouth (omongan mulut ke mulut yang terjadi di media elekronik atau media internet ) yang dikemukakan oleh Yi-Shuang Wu untuk menganalisis pengaruh eWOM Taksi Uber di Media elektronik, yang didasari beberapa indikator yaitu eWOM Quality, eWOM Quantity, dan Sender’s Expretise. Purchase Intention (minat pembelian) yang dikemukakan oleh Yi-Shuang Wu untuk mengetahui menganalisis besarnya minat pembelian terhadap Taksi Uber, yang didasari dua indikator yaitu Interest dan Desire. Kemudian Brand Image (citra merek) yang dikemukakan oleh Wu dan Wang sebagai variabel Intervening (penyela) yang diharapkan mendukung pengaruh eWOM terhadap Purchase Intention pada Taksi Uber, yang didasari beberapa indikator yaitu Functional Image. Metode analisis yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis path (jalur) yang bertujuan untuk menganalisis pengaruh langsung eWOM dan Brand Image terhadap Purchase Intention Taksi Uber di Indonesia. Juga untuk menganalisis secara tidak langsung eWOM terhadap Purchase Intention Taksi Uber di Indonesia melalui Brand Image. Penelitian ini menggunakan sumber data melalui penyebaran kuesioner, interview dan browsing di internet. Hasil penelitian ini menunjukkan bahwa secara parsial eWOM berpengaruh positif signifikan terhadap Brand Image Taksi Uber dan Brand Image berpengaruh negatif tidak signifikan terhadap Purchase Intention Taksi Uber. Secara bersama-sama eWOM dan Brand Image berpengaruh positif signifikan terhadap Purchase Intention Taksi Uber. eWOM mempunyai pengaruh yang lebih besar terhadap Purchase Intention Taksi Uber daripada Brand Image.

English Abstract

This study discusses the influence of eWOM that occurs in internet media to Purchase Intention Uber Taxi in Indonesia through Brand Image aims to analyze the influence of eWOM directly to Purchase Intention and indirect eWOM influence to Purchase Intention through Brand Image. This research uses the theory of electronic Word Of Mouth which is proposed by Yi-Shuang Wu to analyze the influence of Uber's eWOM Tax in electronic media, which is based on some indicators namely eWOM Quality, eWOM Quantity, and Sender's Expretise. Purchase Intention (interest of purchase) proposed by Yi-Shuang Wu to know analyze the amount of buying interest to Uber Taxi, which is based on two indicators namely Interest and Desire. Then Brand Image (brand image) proposed by Wu and Wang as Intervening variables (interrupts) are expected to support the effect of eWOM on Purchase Intention on Uber Taxi, which is based on several indicators namely Functional Image. The method of analysis used in this research is quantitative method with path analysis which aims to analyze the direct influence of eWOM and Brand Image on Uber Taxi Intention Taxi in Indonesia. Also to indirectly analyze eWOM against Uber Taxi Intention Taxi in Indonesia through Brand Image. This study uses data sources through the spread of questionnaires, interviews and browsing on the internet. The results of this study indicate that partially eWOM positively significant effect on Brand Image Taxi Uber and Brand Image have no significant negative effect on Purchase Intention Taxi Uber. Together, eWOM and Brand Image have a significant positive effect on Uber Taxi Intention Purchase. eWOM has a greater influence on Uber Taxi Intention Purchase than Brand Image.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2018/588/051806996
Uncontrolled Keywords: Taksi Uber, Electronic Word of Mouth, Brand Image, Purchase Intention.-Uber Taxi, Electronic Word of Mouth, Brand Image, Purchase Intention.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User: soegeng sugeng
Date Deposited: 22 May 2019 01:43
Last Modified: 07 Dec 2020 02:01
URI: http://repository.ub.ac.id/id/eprint/163464
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