Residona, Anisa Septaria (2019) Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Purchase Intention Produk Skincare Dengan Brand Image Sebagai Variabel Mediasi (Studi Pada Pengakses Akun Instagram @Wardahbeauty Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis keterkaitan antara pengaruh electronic word of mouth terhadap purchase intention produk skin care @wardahbeauty dengan brand image sebagai variabel mediasi. Jenis penelitian yang digunakan adalah explanatory research. Penelitian ini menggunakan sampel sebanyak 180 responden dimana penyebaran kuesioner dilaksanakan di Kota Malang. Sampel terdiri dari responden yang berdomisili di Kota Malang, mengetahui Wardah Beauty serta mempunyai dan dapat mengakses media sosial instagram. Analisis data dalam pengujian instrumen penelitian dengan menggunakan software SmartPLS versi 2.0 M3 melalui tahapan analisis outer model, inner model, dan pengujian hipotesa. Pengujian hipotesis secara langsung menggunakan boostrapping PLS sedangkan untuk pengujian tidak langsung menggunakan uji sobel. Hasil penelitian menunjukkan bahwa electronic word of mouth berpengaruh secara signifikan terhadap purchase intention produk skin care @wardahbeauty. Electronic word of mouth berpengaruh secara signifikan terhadap brand image produk skin care @wardahbeauty. Brand image berpengaruh secara signifikan terhadap purchase intention produk skin care @wardahbeauty, serta electronic word of mouth berpengaruh signifikan terhadap purchase intention yang dimediasi oleh brand image produk skin care @wardahbeauty.
English Abstract
This study aims to find out and analyze the relationship between the effect of electronic word of mouth on the purchase intention of skin care products @wardahbeauty with the brand image as a mediating variable. The type of research used is explanatory research. This study used a sample of 180 respondents where questionnaires were conducted in Malang City. The sample consisted of respondents residing in Malang City, knowing Wardah Beauty and having and being able to access Instagram social media. Data analysis in testing research instruments using SmartPLS version 2.0 M3 software through the stages of outer model analysis, inner model, and hypothesis testing. Hypothesis testing directly using PLS bootstrapping while indirect testing uses the Sobel test. The results of the study show that electronic word of mouth significantly influences the purchase intention of skin care products @wardahbeauty. Electronic word of mouth significantly influences the brand image of skin care products at @wardahbeauty. Brand image significantly influences the purchase intention of skin care products @wardahbeauty, and electronic word of mouth has a significant effect on purchase intention which is mediated by the brand image of skin care products @wardahbeauty
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/521/051908089 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Sep 2020 02:41 |
| Last Modified: | 06 Sep 2020 02:42 |
| URI: | http://repository.ub.ac.id/id/eprint/174192 |
Actions (login required)
 |
View Item |