PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN MELALUI BRAND IMAGE ( STUDI PADA FOLLOWERS INSTAGRAM WEDANGANRADJIMAN SEBAGAI CALON KONSUMEN

Devita, Wardiyastuti and Ika, Yoga, S.E., M.M. (2017) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN MELALUI BRAND IMAGE ( STUDI PADA FOLLOWERS INSTAGRAM WEDANGANRADJIMAN SEBAGAI CALON KONSUMEN. skripsi thesis, IAIN Surakarta.

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Abstract

ABSTRACT The aim of this study was to determine the influence of electronic word of mouth and brand image as the mediation toward purchase intention Instagram’s followers of Wedangan Radjiman. The population of this study was all followers in Wedangan Radjiman’s Intagram. The technique of taking sample was purposive sampling from 200 respondent which not ever made purchase in Wedangan Radjiman. The endogenous variables is purchase intention (Y). the exogenous variable is electronic word of mouth (X1) and brand image (X2) as the intervening variable. The method used is quantitative research method. For the method of data analysis using Path Analyze) with IBM SPSS 21.0 The result of this study showed that partially electronic word of mouth (X1) has positive significant toward brand image (X2) Brand image (X2) also has positive significant toward purchase intention (Y). Electronic word of mouth (X1) has positive significant toward purchase intention (Y). While brand image gives impact toward two variables electronic word of mouth and purchase intention as the intervening variable. Keywords: Electronic Word of Mouth, brand image, purchase intention. ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh electronic word of mouth dan citra merek terhadap minat beli konsumen. Teknik pengambilan sampel menggunakan purposive sampling dan diperoleh sampel penelitian sebanyak 200 responden yang belum pernah berkunjung ke Wedangan Radjiman. Variabel endogen (Y) dari penelitian ini adalah minat beli. Variabel eksogen (X) meliputi: electronic word of mouth (X1) dan citra merek (X2) sebagai variabel intervening. Metode analisis data dengan menggunakan SEM. Sedangkan untuk olah data dengan menggunakan Analisis Jalur dengan IBM SPSS 21.0 Hasil penelitian ini menunjukkan bahwa secara parsial variabel electronic word of mouth (X1) berpengaruh signifikan terhadap citra merek (X2). Citra merek (X2) berpengaruh signifikan terhadap minat beli (Y). Electronic word of mouth (X1) berpengaruh signifikan terhadap minat beli (Y). Citra merek mampu memberikan dampak intervening kepada 2 variabel electronic word of mouth dan citra merek. Keywords: Electronic Word of Mouth, citra merek, minat beli

Item Type: Thesis (skripsi)
Subjects: 300 Ilmu Sosial > 330 Economics
300 Ilmu Sosial > 330 Economics > 334 Cooperatives
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 03 Apr 2017 05:12
Last Modified: 03 Apr 2017 05:12
URI: http://eprints.iain-surakarta.ac.id/id/eprint/320

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