Dhiyakhansa, Farras Haura (2021) Pengaruh Electronic Word of Mouth, Brand Image, dan Perceived Price Terhadap Purchase Intention (Survei pada Calon Konsumen Sepatu Compass di Official Account Instagram @sepatucompass). Sarjana thesis, Universitas Brawijaya.
Abstract
"Farras Haura Dhiyakhansa. 2021. Pengaruh Electronic Word of Mouth, Brand Image, dan Perceived Price Terhadap Purchase Intention (Survei pada Calon Konsumen Sepatu Compass di Official Account Instagram @sepatucompass). Dr.Drs. Kadarisman Hidayat, M.Si. Penelitian ini bertujuan untuk: 1) Menjelaskan dan menganalisis pengaruh Electronic Word of Mouth terhadap Purchase Intention; 2) Menjelaskan dan menganalisis pengaruh Brand Image terhadap Purchase Intention; serta 3) Menjelaskan dan menganalisis pengaruh Perceived Price terhadap Purchase Intention. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Variable bebas dalam penelitian terdiri dari 3 variabel yaitu, Pengaruh Electronic Word of Mouth (X1), Brand Image (X2), dan Perceived Price (X3), sedangkan variabel terikatnya terdiri dari 1 variabel, yaitu Purchase Intention (Y). Sampel penelitian ini sejumlah 116 orang responden pengguna Instagram yang merupakan followers pada official account @sepatucompass. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan cara pengambilan sampel ini menggunakan purposive sampling. Pengumpulan data penelitian ini dilakukan melalui penyebaran kuesioner secara online kepada responden yang telah memenuhi kriteria. Teknik analisis data yang digunakan adalah deskriptif dan analisis regresi linier berganda. Data pada penelitian ini diolah menggunakan SPSS 25 for Windows. Berdasarkan hasil penelitian ini diketahui bahwa variabel Electronic Word of Mouth (X1) secara parsial berpengaruh positif dan signifikan terhadap variabel Purchase Intention (Y), variabel Brand Image (X2) secara parsial memiliki pengaruh yang signifikan dan positif terhadap Purchase Intention (Y), variabel Perceived Price (X3) secara parsial memiliki pengaruh yang signifikan dan positif terhadap Purchase Intention (Y). Variabel Brand Image (X2) mempunyai pengaruh yang paling dominan terhadap Purchase Intention (Y)."
English Abstract
This research aims to: 1) Explain and analyze the influence of Electronic Word of Mouth on customer Purchase Intention; 2) Explain and analyze the influence of Brand Image on Purchase Intention; and 3) Explain and analyze the influence of Perceived Price on Purchase Intention. This research used explanatory research with a quantitative approach. The independent variable in this study consisted of 3 variables, namely, Electronic Word of Mouth (X1), Brand Image (X2) and Perceived Price (X3), while the dependent variable consisted of 1 variable, namely Purchase Intention (Y). The sample of this study was 116 respondents who used Instagram which followers official account @sepatucompass. The sampling technique used was non probability sampling. This sampling method used purposive sampling. The research data collection was carried out by distributing questionnaires online to respondents who had met the criteria. The data analysis technique used is descriptive and multiple linear regression analysis. The data in this study were processed using software SPSS 25 for Windows. Based on results of this study indicate that the effect of Electronic Word of Mouth (X1) partially has a positive and significant effect on Purchase Intention (Y), Brand Image (X2) partially has a positive and significant effect on Purchase Intention (Y), Perceived Price (X3) partially has a positive and significant effect on Purchase Intention (Y). Brand Image (X2) have dominant effect to Purchase Intention (Y).
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Perceived Price, Purchase Intention., Electronic Word of Mouth, Brand Image, Perceived Price, Purchase Intention. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 23 Oct 2021 06:28 |
| Last Modified: | 23 Sep 2024 06:55 |
| URI: | http://repository.ub.ac.id/id/eprint/185409 |
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