PENGARUH BRAND IMAGE, IKLAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP MINAT BELI (Studi Kasus Konsumen OLX DKI JAKARTA)

ARMADANI, PUTRI (2020) PENGARUH BRAND IMAGE, IKLAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP MINAT BELI (Studi Kasus Konsumen OLX DKI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of brand image, iklan and electronic word of mouth to consumer buying interest on the Olx.co.id. The respondends of this research are the consumers who are interested in buying products on the site Olx. This research was conducted with 110 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that brand image and advertisement has a significant effect, while electronic word of mouth (eWOM) has’n significant effect. Keyword: Brand Image, Advertisement, Electronic Word Of Mouth, Purchase Intention Penelitian ini untuk mengetahui pengaruh brand image, iklan dan electronic word of mouth terhadap minat beli konsumen di Olx.co.id. Responden penelitian ini adalah konsumen yang berminat membeli produk di situs Olx. Penelitian ini dilakukan terhadap 110 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t brand image dan iklan berpengaruh secara signifikan, sedangkan electronic word of mouth (eWOM) berpengaruh tidak signifikan. Kata kunci : Brand Image, Iklan, Electronic Word Of Mouth, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 428
Call Number: SE/31/21/142
NIM/NIDN Creators: 43115010170
Uncontrolled Keywords: Brand Image, Iklan, Electronic Word Of Mouth, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.69 Specific Kinds of Computer Communications/Jenis Khusus Komunikasi Komputer > 004.692 Electronic Mail, Email/Surat Elektronik, Surel
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 16 Jul 2022 07:18
Last Modified: 16 Jul 2022 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/51755

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