Pengaruh Brand Image, Brand Reputation Dan Online Customer Review Terhadap Purchase Intention Pada Tokopedia (Studi Kasus Pada Masyarakat Indonesia)

Abdillah, Jinan Hamqur (2021) Pengaruh Brand Image, Brand Reputation Dan Online Customer Review Terhadap Purchase Intention Pada Tokopedia (Studi Kasus Pada Masyarakat Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

"Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh variabel brand image, brand reputation, dan online customer review terhadap purchase intention pada Tokopedia. Jenis penelitian yang digunakan adalah kuantitatif dan explanatory research yang menjelaskan hubungan tiap variabel yang diteliti. Sampel yang digunakan berjumlah 145 orang yang merupakan masyarakat Indonesia yang mengetahui aplikasi Tokopedia. Pengambilan sampel dilakukan dengan menggunakan teknik non-probability sampling dengan metode purposive sampling. Instrumen penelitian yang digunakan adalah kuesioner yang kemudian datanya diolah melalui aplikasi Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa variable brand image, brand reputation dan online customer review berpengaruh signifikan positif terhadap purchase intention pada Tokopedia.

English Abstract

This research objective are to asses and understanding the effect of brand image, brand reputation, online customer review on the purchase intention of Tokopedia. Quantitative and explanatory research are used to explain the relationship between variables in this study. This study uses 145 respondents from Inonesia society who know Tokopedia. Sample was collected using nonprobability sampling and purposive method through distributing questionnaires. The questionnaires data was processed using Partial Least Square. The results indicate that brand image, brand reputation and online customer review has a positive significant influence on purchase intention

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	052102
Uncontrolled Keywords:	Brand Image, Brand Reputation, Online Customer Review, Purchase Intention.", Brand Image, Brand Reputation, Brand Online Customer Review, Purchase Intention
Subjects:	600 Technology (Applied sciences) > 650 Management and auxiliary services
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username rizky
Date Deposited:	23 Oct 2021 09:52
Last Modified:	24 Sep 2024 01:51
URI:	http://repository.ub.ac.id/id/eprint/185541

Text JINAN HAMQUR ABDILLAH.pdf Download (2MB)

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