Membangun Kepercayaan Merek Melalui EWOM untuk Meningkatkan Minat Membeli pada Kondisi Covid-19

SUSANTI, NUR FAUZIAH (2021) Membangun Kepercayaan Merek Melalui EWOM untuk Meningkatkan Minat Membeli pada Kondisi Covid-19. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This paper aims to analyze the effect of Electronic word of mouth on buying interest mediated by brand trust, during the Covid-19 pandemic in the Jakarta. The SMEs group trough a questionnaire survey taken in August until October 2020. Data collect were processed using Smart PLS structural equation modeling version 3.2.8. Result of this paper found the influence of electronic word of mouth (EWOM) through brand trust to increase buying interest in the SMEs community group. The implications of finding will be discussed further. Keywords: EWOM, Brand Trust, Buying intention Penelitian ini bertujunan untuk menganalisis pengaruh EWOM terhadap minat membeli yang dimediasi oleh kepercayaan merek, semasa pandemi Covid-19 di wilayah Jakarta. Data dikumpulkan dari kelompok UMKM melalui kuisioner yang di ambil pada bulan Agustus- Oktober 2020. Data diolah dengan permodelan persamaan structural Smart PLS versi 3.2.8. Hasil penelitian menemukan adanya pengaruh Electronic word of mouth (EWOM) melalui kepercayaan merek untuk meningkatkan minat membeli pada kelompok komunitas UMKM. Implikasi dari temuan akan dibahas lebih lanjut. Kata Kunci: Ewom, kepercayaan merek, minat beli.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55118120130
Uncontrolled Keywords:	Ewom, kepercayaan merek, 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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses 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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori 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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	24 Oct 2023 06:53
Last Modified:	24 Oct 2023 06:53
URI:	http://repository.mercubuana.ac.id/id/eprint/83179

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