PENGARUH BRAND IMAGE, BRAND TRUST DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI DI SITUS ONLINE SHOP BUKALAPAK

YOSERIZAL, YOSERIZAL (2020) PENGARUH BRAND IMAGE, BRAND TRUST DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI DI SITUS ONLINE SHOP BUKALAPAK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study discusses what factors increase buying interest in Bukalapak's online store site. The independent variables obtained from the preliminary survey results are brand image, brand trust, and electronic word of mouth. This study uses SEM data analysis techniques and data processing using PLS. The population is the population with the face of living in DKI Jakarta and the criteria desired by the people of DKI Jakarta who are requested 17 years and over and have been bought or made transactions on the Bukalapak online shop site, with a sample of 175 respondents. The sampling technique uses purposive sampling. By using quantitative descriptive. The results of this study indicate that the iamge brand has a significant positive effect on buying interest, brand trust has a significant positive effect on buying interest, and electronic word of mouth has a significant positive effect on buying interest. Keyword: Brand Image, Brand Trust, Electronic Word of Mouth, Buying Interest, BukaLapak, Penelitian ini bertujuan untuk membahas mengenai faktor apa saja yang mempengaruhi minat beli di situs online shop Bukalapak. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah brand image, brand trust dan electronic word of mouth. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di DKI Jakarta dan kriteria yang diinginkan masyarakat DKI Jakarta yang berumur 17 tahun keatas dan pernah berbelanja atau melakukan transaksi di situs online shop Bukalapak, dengan sampel 175 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa brand iamge berpengaruh positif signifikan terhadap minat beli, brand trust berpengaruh positif signifikan terhadap minat beli, serta electronic word of mouth berpengaruh positif signifikan terhadap minat beli. Kata kunci : Brand Image, Brand Trust, Electronic Word of Mouth, Minat Beli, Buka Lapak

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 419
NIM/NIDN Creators: 43116010165
Uncontrolled Keywords: Brand Image, Brand Trust, Electronic Word of Mouth, Minat Beli, Buka Lapak
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Jul 2022 02:42
Last Modified: 16 Jul 2022 02:42
URI: http://repository.mercubuana.ac.id/id/eprint/65323

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