ANDOYO, ANDOYO (2024) ANALISIS PENGARUH E-WOM, SYSTEM QUALITY DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION KONSUMEN LAUNDRY ONLINE IZILOH DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Dalam industri layanan laundry online yang terus berkembang, penelitian ini berfokus pada pengaruh E-WOM, Kualitas Sistem, dan Pemasaran Media Sosial terhadap niat pembelian konsumen Laundry Online Iziloh, dengan Citra Merek sebagai mediator. Populasi dalam penelitian ini adalah warga DKI Jakarta yang mengetahui Laundry Online Iziloh dengan perhitungan jumlah sampel sebanyak 170 responden dengan mengggunakan non prabability sampling. Metode survei online dan SEM-PLS digunakan untuk mengumpulkan dan menganalisis data. Hasil penelitian menunjukkan bahwa E-WOM dan Pemasaran Media Sosial tidak memberikan pengaruh langsung yang signifikan terhadap niat pembelian, sementara Kualitas Sistem terbukti memiliki pengaruh positif. Penelitian ini menggarisbawahi peranan penting Citra Merek sebagai mediator yang menghubungkan E-WOM dan Kualitas Sistem dengan niat pembelian. Temuan ini memberikan wawasan baru tentang dinamika konsumen dalam industri layanan laundry online, menekankan pentingnya kualitas sistem yang handal dan pengelolaan citra merek yang efektif untuk meningkatkan niat pembelian dalam pasar yang kompetitif. Sebagai saran praktis, Laundry Online Iziloh perlu meningkatkan interaksi dengan pelanggan melalui media sosial dan memastikan keandalan sistem untuk memperkuat citra merek, yang pada akhirnya akan meningkatkan niat pembelian konsumen. In the continuously evolving online laundry service industry, this study focuses on the impact of E-WOM (Electronic Word of Mouth), System Quality, and Social Media Marketing on the purchasing intentions of Iziloh Online Laundry consumers, with Brand Image serving as a mediator. The population in this study is consumers who knew laundry online iziloh in DKI Jakarta, with a total sample size of 170 respondents using non-probability sampling techniques. Online survey methods and PLS-SEM (Partial Least Squares Structural Equation Modeling) were used to collect and analyze data. The results indicate that E-WOM and Social Media Marketing do not significantly influence purchase intentions, while System Quality demonstrates a positive impact. This research highlights the crucial role of Brand Image as a mediator that links E-WOM and System Quality with purchasing intentions. These findings provide new insights into consumer dynamics in the online laundry service industry, emphasizing the importance of reliable system quality and compelling brand image management to enhance purchase intentions in a competitive market. As a practical recommendation, Iziloh Online Laundry should enhance customer interactions through social media and ensure system reliability to strengthen its brand image, ultimately increasing consumer purchase intentions.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55121110080 |
| Uncontrolled Keywords: | E-WOM, System Quality, Social Media Marketing, Brand Image, Purchase Intention E-WOM, System Quality, Social Media Marketing, Brand Image, Purchase Intention |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 28 Aug 2024 04:02 |
| Last Modified: | 28 Aug 2024 04:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90807 |
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