Ratnandika, Yuvita (2018) Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Purchase Intention Reservasi Hotel Yang Dimediasi Oleh Variabel Brand Image (Studi Pada Pengguna Situs Travel Online Airy Rooms). Sarjana thesis, Universitas Brawijaya.
Abstract
Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh electronic word of mouth (E-WOM) terhadap purchase intention reservasi hotel pada situs Airy Rooms yang dimediasi oleh brand image, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabelvariabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden, 100 responden tersebut ialah individu yang memiliki pengalaman membaca review online situs Airy Rooms paling tidak sebanyak satu kali. Dengan menggunakan teknik non-probability sampling. Uji hipotesis dilakukan menggunakan uji T dan uji Sobel. Analisis data menggunakan Partial Least Squares (PLS) dan dibantu oleh software SmartPLS 3.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel electronic word of mouth berpengaruh positif dan tidak signifikan terhadap purchase intention reservasi hotel pada situs Airy Rooms. Variabel electronic word of mouth berpengaruh positif dan signifikan terhadap brand image hotel pada situs Airy Rooms. Variabel brand image berpengaruh positif dan signifikan terhadap purchase intention reservasi hotel pada situs Airy Rooms. Variabel electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention reservasi hotel pada situs Airy Rooms yang dimediasi oleh brand image, dengan brand image berkedudukan sebagai mediasi sempurna.
English Abstract
This research aims to determine and analyze the direct and indirect influence of electronic word of mouth on hotel reservation intention mediated by brand image as the intervening variable. This explanatory research explains the causal relationship between variables through hypothesis testing. This study uses a sample of 100 individual respondents who have read online hotel review in Airy Rooms at least once. The hypothesis testing was done using T test and Sobel test. The data were analyzed using Partial Least Squares (PLS), in Smart PLS 3.0. Based on the four hypotheses, it can be concluded that electronic word of mouth has a positive but insignificant influence on the intention of reserving hotel rooms in Airy Rooms’ website, that electronic word of mouth has a positive and significant effect on the brand image of hotels in Airy Room’ website, and that brand image has a positive and significant effect on customer’s intention to reserve hotel rooms in Airy Rooms’ website. Furthermore, electronic word of mouth has a positive and significant influence on consumer’s intention to reserve hotel rooms in Airy Rooms’ s website with completemediation of brand image.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/89/051803137 |
| Uncontrolled Keywords: | Electronic Word of Mouth (E-WOM), 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: | Yusuf Dwi N. |
| Date Deposited: | 27 Apr 2018 01:43 |
| Last Modified: | 11 Feb 2022 08:08 |
| URI: | http://repository.ub.ac.id/id/eprint/9893 |
Preview |
Text
7. ABSTRAK NEW.pdf Download (188kB) | Preview |
Preview |
Text
5. RIWAYAT HIDUP NEW.pdf Download (88kB) | Preview |
Preview |
Text
8. COVER DAFTAR ISI.pdf Download (345kB) | Preview |
Preview |
Text
6. KATA PENGANTAR NEW.pdf Download (89kB) | Preview |
Preview |
Text
BAB II.pdf Download (553kB) | Preview |
Preview |
Text
BAB III.pdf Download (384kB) | Preview |
Preview |
Text
15. LAMPIRAN_AIRY ROOMS NEW FIX.pdf Download (618kB) | Preview |
Preview |
Text
BAB IV.pdf Download (911kB) | Preview |
Preview |
Text
BAB V.pdf Download (154kB) | Preview |
Preview |
Text
BAGIAN DEPAN.pdf Download (3MB) | Preview |
Preview |
Text
DAFTAR PUSTAKA.pdf Download (333kB) | Preview |
Preview |
Text
1. HALAMAN JUDUL.pdf Download (42kB) | Preview |
Preview |
Text
2. LEMBAR PENGESAHAN.pdf Download (714kB) | Preview |
Preview |
Text
3. SURAT PLAGIASI.pdf Download (1MB) | Preview |
Preview |
Text
4. PENGESAHAN JUDUL AIRY ROOMS NEW.pdf Download (788kB) | Preview |
Preview |
Text
BAB I.pdf Download (439kB) | Preview |
Actions (login required)
 |
View Item |