PENGARUH BRAND EXPERIENCE, CUSTOMER SATISFACTION, DAN E-WOM TERHADAP PURCHASE INTENTION PENGGUNA APLIKASI HAPPY FRESH DI JAKARTA BARAT

GANESIA, GANESIA (2021) PENGARUH BRAND EXPERIENCE, CUSTOMER SATISFACTION, DAN E-WOM TERHADAP PURCHASE INTENTION PENGGUNA APLIKASI HAPPY FRESH DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine the influence of brand experience, customer satisfaction, and E-WOM on the purchase intention of Happy Fresh application users in West Jakarta. Method used to collect the sample was by using non-probability sampling method. The instrument to collect the data was by distributing a questionnaire, while method to analyze the data was by employing PLS-SEM. The results indicate that brand experience, customer satisfaction, and E-WOM positively influence the purchase intention of Happy Fresh application users in West Jakarta. Therefore, the Happy Fresh application must maintain the brand experience, customer satisfaction, and E-WOM to increase the purchase intention of Happy Fresh application users in West Jakarta. Keywords: Brand Experience, Customer Satisfaction, E-WOM, Purchase Intention. Penelitian ini bertujuan untuk meneliti pengaruh brand experience, customer satisfaction, dan E-WOM terhadap purchase intenton pengguna aplikasi Happy Fresh di Jakarta Barat. Dalam penelitian ini, populasinya adalah pengguna aplikasi Happy Fresh di Jakarta Barat dan digunakan sampel sebanyak 100 sampel dengan menggunakan metode non probability sampling dengan teknik convenience sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner dan data teserbut dianalisis dengan menggunakan PLS-SEM. Hasilnya ini menunjukkan bahwa brand experience, customer satisfaction, dan E-WOM memberikan pengaruh positif terhadap purchase intention pengguna aplikasi Happy Fresh di Jakarta Barat. Oleh karena itu, aplikasi Happy Fresh harus mempertahankan brand experience, customer satisfaction, dan E-WOM untuk meningkatkan purchase intention pengguna aplikasi Happy Fresh di Jakarta Barat. Kata Kunci: Brand Experience, Customer Satisfaction, E-WOM, Purchase Intention.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	14 Jun 2022 07:02
Last Modified:	25 Jul 2023 04:36
URI:	http://repository.untar.ac.id/id/eprint/36094

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