@thesis{thesis,
		author={Widianto  Gabriella Putri},
		title ={Pengaruh Sensitivitas Harga, Kepercayaan Pelanggan, Intensi Membeli, Dan E-Wom Terhadap Loyalitas Merek Saat Harbolnas Di Jawa Timur},
		year={2024},
		url={http://eprints.perbanas.ac.id/12536/},
		abstract={The main problem in this research is how price sensitivity, level of trust, and E-WOM influence purchasing intentions during the Harbolnas event. The expected fundamental contribution is the expansion of the theory, namely the relationship between influencing factors and buying intensity during the National Holidays. This study will also confirm price sensitivity, customer trust, EWOM and brand loyalty on buying intensity, especially during National Holidays. has an influence on purchases during National Holidays. This study numbered 150 respondents and the criteria were 17 years and over, specifically having purchased products during National Holidays using a proportional sampling technique. The salient findings of this study confirm that price sensitivity plays an important role in influencing purchasing intensity during the Harbolnas period. Apart from that, trust in e-commerce platforms also has a significant impact on purchasing intensity during National Holidays.

Keywords : Price Sensitivity, Customer Trust, E-Wom, Brand Loyalty and Purchase Intention}
		}