Kent, Edbert (2023) PENGARUH PERCAKAPAN MULUT KE MULUT SECARA ELEKTRONIK DAN NEGARA ASAL PRODUK MELALUI CITRA MEREK TERHADAP NIAT BELI SMARTPHONE HUAWEI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) EDBERT KENT (115200240) (B) THE EFFECT OF ELECTRONIC WORD OF MOUTH AND COUNTRY OF ORIGIN THROUGH BRAND IMAGE ON PURCHASE INTENTION FOR HUAWEI SMARTPHONES (C) XVII + 76 Pages, 30 Tables, 9 Pictures, 11 Attachment (D) MARKETING MANAGEMENT (E) Abstract: This research complements previous research by exploring the effect of electronic word of mouth, country of origin, and brand image on purchase intention for Huawei smartphones, these variables have never been studied together before in the context of Huawei smartphones. This research fills the gap in previous researches by examining Huawei branded smartphones which have never been studied before. The purpose of this study was to examine the effect of electronic word of mouth and country of origin on brand image and purchase intention and then brand image as a mediation between electronic word of mouth to purchase intention. The sample of this research are 213 people who knew Huawei smartphones in Indonesia. The sampling technique uses the convenience sampling method. Data collection was carried out by distributing questionnaires online which were then analyzed using PLS-SEM. The results of this study are that electronic word of mouth has a positive effect on brand image and purchase intention, both directly and through brand image, country of origin has a positive effect on purchase intention, then brand image has a positive effect on purchase intention. (F) References 49 (1983-2023) (G) Dr. Cokki, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) EDBERT KENT (115200240) (B) PENGARUH PERCAKAPAN MULUT KE MULUT SECARA ELEKTRONIK DAN NEGARA ASAL PRODUK MELALUI CITRA MEREK TERHADAP NIAT BELI SMARTPHONE HUAWEI (C) XVII + 76 Halaman, 30 Tabel, 9 Gambar, 11 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini mengisi kesenjangan penelitian sebelumnya dengan mengeksplorasi pengaruh percakapan mulut ke mulut elektronik, negara asal produk, dan citra merek terhadap niat beli smartphone Huawei, variabel-variabel tersebut belum pernah diteliti bersama-sama sebelumnya dalam konteks smartphone yang bermerek Huawei. Tujuan dari penelitian ini adalah untuk menguji pengaruh percakapan mulut ke mulut secara elektronik dan negara asal produk terhadap citra merek dan niat beli serta menguji citra merek sebagai mediasi antara percakapan mulut ke mulut secara elektronik dengan niat beli. Sampel dari penelitian ini adalah 213 orang-orang yang mengetahui smartphone Huawei di Indonesia. Teknik pengambilan sampel menggunakan metode convenience sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner daring yang kemudian dianalisis menggunakan PLS-SEM. Hasil dari penelitian ini adalah percakapan mulut ke mulut secara elektronik berpengaruh positif terhadap citra merek dan niat beli baik secara langsung maupun melalui citra merek, negara asal produk berpengaruh positif terhadap niat beli, kemudian citra merek berpengaruh positif terhadap niat beli. (F) Daftar Acuan 49 acuan (1983-2023) (G) Dr. Cokki, S.E., M.M.
| 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: | 15 Aug 2024 02:57 |
| Last Modified: | 15 Aug 2024 02:57 |
| URI: | http://repository.untar.ac.id/id/eprint/43852 |
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