TYAS, NOVIA SARWONING (2021) PENGARUH BRAND CREDIBILITY, WORD OF MOUTH DAN EMOTIONAL VALUE TERHADAP ATTITUDE SERTA IMPLIKASINYA PADA PURCHASE INTENTION TELEMEDICINE HALODOC. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research has the intentions of determining the effecr of Brand Credibility, Word of Mouth, Emotional Value towards Attitude related to the Purchase Intention of Halodoc Telemedicine. This research respondents were consumers who never used Halodoc Telemedicine and domicile in the Jabodetabek area. The sample used was 197 respondents. The sampling technique used purposive sampling sampling through a quantitative descriptive approach. The analysis used statistical analysis in the form of PLS. The results of this research was indicate that Brand Credibility and Emotional Value have a positive and significant affect on Attitude, while Word of Mouth has a positive and insignificant affect towards Attitude then Word of Mouth and Emotional Value have a positive and significant affect towards Purchase Intention, while Brand Credibility has a negative affect and insignificant to Purchase Intention, then the mediation affect of Attitude has a positive and significant impact towards Brand Credibility, Emotional Value on Purchase Intention, while the mediation effect of Attitude has a positive and insignificant affect towards the Word of Mouth on Purchase Intention. Keywords: Brand Credibility, Word of Mouth, Emotional Value, Attitude, Purchase Intention, Halodoc Telemedicine. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Credibility, Word of Mouth, Emosional Value terhadap Attitude terhadap Purchase Intention Telemedicine Halodoc. Responden penelitian ini adalah konsumen yang tidak pernah menggunakan Telemedicine Halodoc dan berdomisili di wilayah Jabodetabek. Sampel yang digunakan adalah 197 responden. Teknik pengambilan sampel menggunakan purposive sampling melalui pendekatan deskriptif kuantitatif. Analisis menggunakan analisis statistik berupa PLS. Hasil penelitian ini menunjukkan bahwa Brand Credibility dan Emosional Value berpengaruh positif dan signifikan terhadap Attitude, sedangkan Word of Mouth berpengaruh positif dan tidak signifikan terhadap Attitude kemudian Word of Mouth dan Emotional Value berpengaruh positif dan signifikan terhadap Purchase Intention. Sedangkan Brand Credibility berpengaruh negatif dan tidak signifikan terhadap Purchase Intention, sedangkan pengaruh mediasi Attitude berpengaruh positif dan signifikan terhadap Brand Credibility, Emosional Value terhadap Purchase Intention, sedangkan pengaruh mediasi Attitude berpengaruh positif dan tidak signifikan Word of Mouth terhadap Purchase Intention. Kata Kunci: Brand Credibility, Word of Mouth, Emotional Value, Attitude, Purchase Intention, Halodoc Telemedicine.
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