Pengaruh Electronic Word Of Mouth Terhadap Citra Merek Dan Minat Beli
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Institusion
Universitas Muhammadiyah Surakarta
Author
Salsabila, Arifa Maulida
, Prof. Dr. Anton Agus Setyawan, S.E., M.Si
, Prof. Dr. Anton Agus Setyawan, S.E., M.Si
Subject
HD28 Management
Datestamp
2022-08-09 04:52:30
Abstract :
This study aims to analyze the effect of electronic word of mouth on brand image and purchase intention. The population and sample in this study were people who knew about electronic word of mouth of skincare products and were 15-30 years old. The type of data used is primary data. The data collection method used a questionnaire with 200 respondents. Data analysis with Structural Equation Modeling (SEM) with the help of SmartPLS software. The results of this study indicate that electronic word of mouth has a positive and significant effect on brand image and has no positive and insignificant effect on purchase intention. Meanwhile, brand image has a positive and significant effect on purchase intention. Keywords: Electronic word of mouth, brand image, purchase intention
This study aims to analyze the effect of electronic word of mouth on brand image and purchase intention. The population and sample in this study were people who knew about electronic word of mouth of skincare products and were 15-30 years old. The type of data used is primary data. The data collection method used a questionnaire with 200 respondents. Data analysis with Structural Equation Modeling (SEM) with the help of SmartPLS software. The results of this study indicate that electronic word of mouth has a positive and significant effect on brand image and has no positive and insignificant effect on purchase intention. Meanwhile, brand image has a positive and significant effect on purchase intention. Keywords: Electronic word of mouth, brand image, purchase intention
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