Pengaruh Media Sosial Dan E-Wom Terhadap Citra Merek Serta Dampaknya Pada Intensi Pembelian Produk Usaha Kecil Dan Menengah (Ukm)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Yanti, Arliyarini Erlikamila
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-01-24 01:33:49
Abstract :
Many people using their Social Media (Instargram) for selling or buying transactions are motivating this research. The purpose of this research is to analyse how much Media Sosial, and E-WOM influence Brand Image and how the impact toward Purchase Intention. This research using quantitative technique, data collected by questionnaire to 180 respondents who made transactions on their Social Media (Instargram) at Lampung, Surabaya, Jakarta, and Bali. Hypothesis formulated and tested using Partial Least Square (PLS) - SEM. The result of this research is showing that Media Social and E-WOM has positive and significant effect towards Brand Image, Brand Image has positive and significant effect towards Purchase Intention.
Many people using their Social Media (Instargram) for selling or buying transactions are motivating this research. The purpose of this research is to analyse how much Media Sosial, and E-WOM influence Brand Image and how the impact toward Purchase Intention. This research using quantitative technique, data collected by questionnaire to 180 respondents who made transactions on their Social Media (Instargram) at Lampung, Surabaya, Jakarta, and Bali. Hypothesis formulated and tested using Partial Least Square (PLS) - SEM. The result of this research is showing that Media Social and E-WOM has positive and significant effect towards Brand Image, Brand Image has positive and significant effect towards Purchase Intention.
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