PUTRA, CAHYO DWI LAKSONO (2021) PENGARUH WORD OF MOUTH, CITRA MEREK, PROMOSI TERHADAP MINAT BELI ONLINE SEPATU DI ITS YOUR KICKS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of word of mouth,brand image,and promotion on buying interests. The object of this study is consumers its your kicks the number of samples determined is 120 respondents obtainedfrom the number of indicators multiplied by 5. This research conducted in January 2019 - April 2021, the results of the study is expected to be a sourceof input to the relevant parties and it is expected that this study can increase knowledge in the field of education. Data collection method using surveymethod, with research instrument is questionnaire. Data analysis method using Partial Least Square (PLS). Research proves that word of mouth has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, and promotions have a positive and significant effect on purchase intention. Keywords: Word of mouth, Brand image, Promotions, and Purchase intention Penelitian ini bertujuan untuk menganalisis pengaruh word of mouth, citra merek, dan promosi terhadap minat beli. Objek penelitian ini adalahkonsumen its your kicks jumlah sampel yang ditentukan adalah 120 respondenyang didapat dari jumlah indikator dikalikan 5.penelitiam ini dilakukan pada bulan januari 2019 – April 2021, hasil penelitian diharapkan menjadi sumber masukan kepada pihak terkait dan diharapkan penelitian ini dapat menambah pengetahuan dibidang ilmu pendidikan. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Penelitian membuktikan bahwa word of mouth berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap minat beli, dan promosi berpengaruh positif dan signifikan terhadap minat beli. Kata kunci : Word of mouth, Citra merek, Promosi , dan Minat beli.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116010320 |
| Uncontrolled Keywords: | Word of mouth, Citra merek, Promosi , dan Minat beli. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 10 Jul 2023 03:44 |
| Last Modified: | 10 Jul 2023 03:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78908 |
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