PENGARUH ADVERTISEMENT DAN E-WOM TERHADAP PURCHASE INTENTION CALON KONSUMEN SAYURBOX DI JAKARTA

MARSERICO, CALVIN (2021) PENGARUH ADVERTISEMENT DAN E-WOM TERHADAP PURCHASE INTENTION CALON KONSUMEN SAYURBOX DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The purpose of this study is to find out and analyze the influence of advertisement and E-WOM on purchase intention of Sayurbox Prospective Consumers at Jakarta. This research was conducted by purposive sampling. The researcher distributed questionnaires to 231 respondents. Data analysis using PLS SEM analysis. The results of the study is advertisement has a positive and significant influence on purchase intention of SayurBox consumers at Jakarta. E-WOM also has a positive and significant influence on purchase intention of SayurBox consumers at Jakarta. Keywords: Advertisement, E-Wom, Purchase Intention Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh iklan naratif dan E-WOM terhadap niat beli Konsumen Sayurbox di Jakarta. Penelitian ini dilakukan dengan metode purposive sampling. Peneliti menyebarkan kuesioner kepada 231 responden. Analisis data menggunakan analisis PLS SEM. Hasil penelitian adalah iklan naratif berpengaruh positif dan signifikan terhadap niat beli konsumen SayurBox di Jakarta. E-WOM juga berpengaruh positif dan signifikan terhadap niat beli konsumen SayurBox di Jakarta. Kata Kunci: Advertisement, 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:	13 Jun 2022 07:34
Last Modified:	24 Jul 2023 07:43
URI:	http://repository.untar.ac.id/id/eprint/36022

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