Achyar, Rana Athifah and Dr. Nanang Suryadi,, SE., MM (2021) Pengaruh Social Media Dan Electronic Word-Of-Mouth Terhadap Purchase Intention Dengan Brand Attitude Sebagai Variabel Mediasi (Studi Pada Konsumen Online Starbucks Coffee Kota Pekanbaru). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media, Electronic Word-of-Mouth, dan Brand Attitude terhadap Purchase Intention pada konsumen online Starbucks Kota Pekanbaru baik langsung maupun tidak langsung. Jenis dari penelitian ini merupakan explanatory research yang menjelaskan kedudukan antar variabel melalui pengujian hipotesis. Pada penelitian ini, sampel yang digunakan sebanyak 160 orang diambil dari populasi konsumen yang pernah membeli produk Starbucks secara online ataupun calon konsumen online Starbucks. Pengambilan sampel dilakukan dengan menggunakan metode purposive sampling dengan karakteristik pengunjung minimal berusia 18 tahun, pernah membeli produk Starbucks secara online, atau memiliki niat untuk membeli produk Starbucks secara online. Pengolahan data yang telah dikumpulkan menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.3.2. Pengujian hipotesis menggunakan sistem bootstrapping untuk mengetahui nilai T-Statistic dan P-Value. Hasil penelitian menunjukkan Electronic Word-of-Mouth tidak signifikan terhadap Purchase Intention secara langsung. Di sisi lain, Social Media berpengaruh signifikan pada Purchase Intention secara langsung. Pada pengaruh tidak langsung Social Media berpengaruh signifikan terhadap Purchase Intention melalui Brand Attitude sebagai variabel mediasi. Sedangkan ada Electronic Word- of-Mouth tidak berpengaruh signifikan terhadap Purchase Intention melalui Brand Attitude sebagai variabel mediasi.
English Abstract
This study aims to determine the effect of Social Media, Electronic Word- of-Mouth, and Brand Attitude on Purchase Intention in online consumers of Starbucks in Pekanbaru City, either directly or indirectly. This type of research is an explanatory research which explains the position between variables through hypothesis testing. In this study, the sample used was 160 people taken from the consumer population who had purchased Starbucks products online or potential Starbucks online consumers. Sampling was conducted using a purposive sampling method with the characteristics of visitors who are at least 18 years old, have purchased Starbucks products online, or have the intention to buy Starbucks products online. Processing of data collected using Partial Least Square (PLS) and assisted by SmartPLS 3.3.2 software. Hypothesis testing uses a bootstrapping system to determine the T-Statistic and P-Value values. The results showed that the Electronic Word-of-Mouth was not significant towards direct Purchase Intention. On the other hand, Social Media has a significant direct effect on Purchase Intention. The indirect effect of Social Media has a significant effect on Purchase Intention through Brand Attitude as a mediating variable. Meanwhile, Electronic Word-of-Mouth has no significant effect on Purchase Intention through Brand Attitude as a mediating variable.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020479 |
| Uncontrolled Keywords: | Social Media, Electronic Word-of-Mouth, Brand Attitude, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 26 Sep 2022 07:00 |
| Last Modified: | 26 Sep 2022 07:00 |
| URI: | http://repository.ub.ac.id/id/eprint/194856 |
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