EFEK E-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION (KASUS : lNDUSTRI MOBIL "D")

Gozali, Muhamad Yudha and Ruslim, Tommy Setiawan (2012) EFEK E-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION (KASUS : lNDUSTRI MOBIL "D"). Karya Ilmiah Dosen. p. 77. ISSN 2302-7770

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Abstract

The purpose of this study is to analyze the Impact of eWOM to purchase intention through the brand image as an intervening variable. The variables in this study are eWOM as an independent variable, purchase intention as the dependent variable, and brand image as an intervening variable. eWOM is a positive or negative statement made by customers about a product or company that a lot of people can access it via the Internet. brand Image is the overall perception of a brand ore formed by processing information from various sources. Purchase intention is a process used to evaluate consumer decision making. Data collection method used survey and questionnaire as instrument, in which respondents completed questionnaires were given to answer the question thar represents a given. Period distribution of the questionnaire study was in April 2012. Respondents in this study were students of the faculty of economics, University "T" in Jakarta that uses the output of the car Industry "D". the results obtained from this study is that there is a significant impact eWOM to purchase intention through brand image as an Intervening variable.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 04 Apr 2017 07:45
Last Modified: 04 Apr 2017 07:45
URI: http://repository.untar.ac.id/id/eprint/307

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