Widadsyah, Muhammad Azhar (2018) Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Mediasi (Studi Kasus Pada Mahasiswa Konsumen Starbucks Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini meneliti tentang pengaruh electronic word of mouth terhadap purchase intention pada mahasiswa konsumen Starbucks di kota Malang yang dimediasi oleh brand image. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabelnya melalui pengujian hipotesis. Sampel responden dalam penelitian diambil menggunakan teknik non-probability sampling dengan metode purposive sampling. Dalam penelitian ini, responden berjumlah 150 orang mahasiswa di kota Malang yang mempunyai akun media sosial dan sudah berumur 17 tahun keatas. Uji hipotesis menggunakan Path Coefficient dan Sobel test. Analisis ini menggunakan alat uji PLS dengan software Smart PLS 3.0. Hasil dari penelitian ini menunjukkan bahwa variabel electronic word of mouth berpengaruh positif dan signifikan kepada variabel brand image sebesar 0,6393 . Variabel electronic word of mouth juga berpengaruh positif dan signifikan kepada variabel purchase intention sebesar 0,3229. Selain itu, variabel brand image berpengaruh positif dan signifikan kepada variabel purchase intention sebesar 0,4962. Terakhir, variabel electronic word of mouth berpengaruh secara positif dan signifikan kepada variabel purchase intention yang dimediasi oleh brand image sebesar 0,3172.
English Abstract
This research examines the influence of electronic word of mouth on purchase intention mediated by brand image on Starbucks’ college student consumers in Malang. This explanatory research explains the causal relationship between its variables through hypothesis testing. The sample of this research were selected using non-probability sampling technique with purposive sampling methods. This research examines responses from 150 college students in Malang who have social media account and are 17 years of age at the minimum. The hypotheses were examined using Path Coefficient and Sobel Test, and the data were analyzed using Partial Least Square in Smart PLS 3.0 software. The result shows that electronic word of mouth has a positive and significant effect on brand image at the value of 0.6393. It also has a positive and significant effect on purchase intention at the value of 0.3229. Furthermore, brand image has a positive and significant effect on purchase intention at the value of 0.4962. Finally, electronic word of mouth has a positive and significant effect on purchase intention mediated by brand image at the value of 0.3172.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/293/051806588 |
| Uncontrolled Keywords: | electronic word of mouth, brand image, purchase intention, Starbucks, electronic word of mouth, brand image, purchase intention, Starbucks |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 May 2019 06:19 |
| Last Modified: | 20 Oct 2021 04:38 |
| URI: | http://repository.ub.ac.id/id/eprint/163915 |
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