Ismunarbowo, Damar Wisang (2023) PENGARUH E-WOM DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION KONSUMEN ROKOK ELEKTRIK DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMIC AND BUSINESS JAKARTA (A) DAMAR WISANG ISMUNARBOWO (B) THE INFLUENCE OF E-WOM AND PERCEIVED QUALITY ON PURCHASE INTENTION OF ELECTRIC CIGARETTE CONSUMERS WITH BRAND IMAGE AS A MEDIATION VARIABLE IN WEST JAKARTA (C) Xv + 87 pages, 19 tables, 6 pictures, 12 appendix (D) MARKETING MANAGEMENT (E) Abstract: This research was conducted to determine the influence of e-WOM and perceived quality on purchase intention for electronic cigarettes with brand image as a mediating variable in West Jakarta. This research uses quantitative methods with a descriptive research type. The population used is individuals who know the product/brand and electronic cigarette customers who live in West Jakarta. The sampling technique used purposive sampling with a total of 110 respondents. Data analysis used the SEM-PLS method with SmartPLS software ver 3.0. The research results show that e-WOM has a significant effect on brand image, while perceived quality has no significant effect on brand image. Furthermore, e-WOM has a significant effect on brand image. Likewise, brand image is able to mediate e-WOM in influencing the purchase intention of electronic cigarette consumers in West Jakarta. (F) e-WOM, brand image, perceived quality, and brand image (G) Reference list: 183 (1975-2022) (H) CARUNIA MULYA FIRDAUSY Ir., M. ADE., Ph. D., Prof. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) DAMAR WISANG ISMUNARBOWO (B) PENGARUH E-WOM DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION KONSUMEN ROKOK ELEKTRIK DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI DI JAKARTA BARAT (C) Xv + 87 halaman, 19 tabel, 6 gambar, 12 lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh e-WOM dan perceived quality terhadap purchase intention rokok elektrik dengan brand image sebagai variabel mediasi di Jakarta Barat Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Populasi yang digunakan yaitu individu yang mengetahui produk/merek dan konsumen Rokok Elektrik yang berdomisili di Jakarta Barat dengan teknik pengambilan sampel menggunakan purposive sampling degan jumlah responden sebanyak 110 responden. Analisis data menggunakan metode SEM-PLS dengan software SmartPLS ver 3.0. Hasil penelitian menunjukkan bahwa e-WOM berpengaruh signifikan pada Brand image., sedangkan Perceived quality tidak berpengaruh signifikan pada Brand image. Selanjutya, e-WOM berpengaruh signifikan pada Brand image. Demikian pula, Brand image mampu memediasi e-WOM dalam mempengaruhi purchase intention konsumen rokok elektrik di Jakarta Barat. (F) e-WOM, brand image, perceived quality, dan brand image (G) Daftar Pustaka: 183 (1975-2022) (H) CARUNIA MULYA FIRDAUSY Ir., M. ADE., Ph. D., Prof.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 12 Aug 2024 02:10 |
| Last Modified: | 12 Aug 2024 02:10 |
| URI: | http://repository.untar.ac.id/id/eprint/43808 |
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