HANTON, TRESA (2023) PENGARUH GETOK TULAR ELEKTRONIK, CITRA MEREK DAN SIKAP MEREK TERHADAP NIAT BELI KONSUMEN (Studi pada Restoran Burger King di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (COVER)
01 COVER.pdf Download (554kB) | Preview |
|
|
Text (ABSTRAK)
02 ABSTRAK.pdf Download (232kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (432kB) |
|
|
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (312kB) |
|
|
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (471kB) |
|
|
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (525kB) |
|
|
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (252kB) |
|
|
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (464kB) |
|
|
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (802kB) |
Abstract
This study aims to examine the effect of electronic word of mouth, brand image and brand attitudes on consumer purchase intentions (Studies at Burger King Restaurants in West Jakarta). Currently in Jakarta many fast food restaurant outlets. Among others, there are KFC, Mc Donalds, Burger King, Dominos Pizza, and others. The more competitors, the company must attract more consumers from other fast food companies. The population in this study are Burger King consumers in the West Jakarta branch. The sample used is 180 respondents with a formula of 5 times the number of indicators. The data collection method uses a survey method, with the research instrument being a questionnaire. Methods of data analysis using Partial Least Square. The results of this study prove that electronic word of mouth, brand image and brand attitudes have a positive and significant effect on the intention to buy Burger King. Keywords: Electronic Word of Mouth, Brand Image, Brand Attitude, Purchase Intention Penelitian ini bertujuan untuk menguji pengaruh getok tular elektronik, citra merek dan sikap merek terhadap niat beli konsumen (Studi pada Restoran Burger King di Jakarta Barat). Saat ini di Jakarta banyak gerai restoran makanan cepat saji. Antara lain ada KFC, Mc Donalds, Burger King, Dominos Pizza, dan lain-lain. Semakin banyaknya pesaing maka perusahaan harus menarik konsumen lebih banyak dari perusahan cepat saji lainnya. Populasi pada penelitian ini adalah konsumen Burger King di cabang Jakarta Barat. Sampel yang digunakan adalah sebanyak 180 responden dengan rumus 5 kali jumlah indikator. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Hasil penelitian ini membuktikan bahwa getok tular elektronik, citra merek dan sikap merek berpengaruh positif dan signifikan terhadap niat beli Burger King Kata Kunci: Getok Tular Elektronik, Citra Merek, Sikap Merek, Niat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 213 |
| Call Number: | SE/31/23/303 |
| NIM/NIDN Creators: | 43117110015 |
| Uncontrolled Keywords: | Getok Tular Elektronik, Citra Merek, Sikap Merek, Niat Beli |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 20 Sep 2023 07:45 |
| Last Modified: | 20 Sep 2023 07:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80941 |
Actions (login required)
 |
View Item |
