ENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PADA PELANGGAN H&M DI JAKARTA: BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Marchelina, Marchelina (2016) ENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PADA PELANGGAN H&M DI JAKARTA: BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, UNIVERSITAS TARUMANAGARA.

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Abstract

The purpose of this research is to examine whether electronic word of mouth and celebrity endorsement can influence brand image and purchase intention on H&M in Jakarta. The populations of this research are H&M’s customers in Jakarta. The samples are 200 respondents by online questionnaires with the nonprobability sampling technique with convenience sampling. Overall, the result of this study is electronic word of mouth and celebrity endorsement are positively and significantly effected on brand image and purchase intention of H&M in Jakarta.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 15 May 2023 01:48
Last Modified: 15 May 2023 01:49
URI: http://repository.untar.ac.id/id/eprint/39763

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