DHARMAWAN, FARLEY (2020) PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENTION TO BUY PRODUCT PADA APLIKASI BELANJA ONLINE (Studi Kasus Pengguna Aplikasi Shopee.co.id). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini untuk mengetahui pengaruh Brand Image, Promotion dan Electric Word of Mouth terhadap Intention to Buy Product pada pengguna aplikasi Shopee.co.id. Subjek pada penelitian ini adalah konsumen yang menggunakan aplikasi Shopee.co.id dalam membeli suatu produk. Sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Brand Image berpengaruh positif siginifikan terhadap Intention to Buy Product. Promotion tidak berpengaruh siginifikan terhadap Intention to Buy Product dan Electric Word of Mouth berpengaruh positif siginifikan terhadap Intention to Buy Product. Kata Kunci : Brand Image, Promotion, Electric Word of Mouth, Intention to Buy Product, Aplikasi Shopee.co.id The research aims to identity the influence of Brand Image, Promotion and Electronic Word of Mouth on Shopee.co.id application users. The subjects in this study were consumer who used the Shopee.co.id application in buy product. The sample used in this study was 150 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Brand Image has a significant positive effect on the Intention to Buy Product. Promotion have none significant effect on the Intention to Buy Product and Electronic Word of Mouth has a significant positive effect on the Intention to Buy Product. Keyword : Brand Image, Promotion, Electric Word of Mouth, Intention to Buy Product, Shopee.co.id application
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 333 |
| NIM/NIDN Creators: | 43116010387 |
| Additional Information: | Brand Image, Promotion, Electric Word of Mouth, Intention to Buy Product, Aplikasi Shopee.co.id |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 640.1-640.9 Standard Subdivisions of Home Economic and Family Living/Subdivisi Standar Dari Kesejahteraan Rumah Tangga dan Kehidupan Keluarga |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 12 Jan 2022 02:52 |
| Last Modified: | 13 Apr 2022 07:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54091 |
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