Kurnia, Veronika (2019) Pengaruh Electronic Word of Mouth terhadap Brand Image dan Purchase Intention Lapop Asus di Surabaya. [Undergraduate thesis]
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth(e-wom) terhadap brand image dan purchase intention Laptop Asus di Surabaya. Metode penelitian ini menggunakan survei kepada 150 responden di Surabaya yang pernah membeli dan menggunakan produk laptop Asus. Data yang terkumpul dianalisis menggunakan Structural Equation Modelling (SEM) menggunakan AMOS 22.0 dan SPSS 18.0 . Hasil penelitian ini menemukan bahwa electronic word of mouth(e-wom) berpengaruh terhadap brand image laptop Asus tetapi tidak berpengaruh terhadap purchase intention laptop Asus di Surabaya.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | electronic word of mouth, brand image , purchase intention , lifestyle product , laptop |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Masyhur 196042 |
| Date Deposited: | 12 Jul 2019 03:55 |
| Last Modified: | 12 Jul 2019 03:55 |
| URI: | http://repository.ubaya.ac.id/id/eprint/35037 |
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