Karsten, Kevin (2023) PENGARUH E-WOM, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP NIAT BELI PRODUK LEMONILO PADA MAHASISWA/I FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TARUMANAGARA DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITY TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) KEVIN KARSTEN (115200219) (B) THE INFLUENCE OF E-WOM, PRICE PERCEPTION, AND BRAND IMAGE ON INTENTION TO PURCHASE LEMONILO PRODUCTS AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, TARUMANAGARA UNIVERSITY IN WEST JAKARTA. (C) XVIII + 86 pages, 11 tables, 5 pictures, 4 attachments (D) MARKETING MANAGEMENT (E) The purpose of this research is to examine the influence of E-WOM, price perception, and brand image on the purchase intention of Lemonilo products for students at the Faculty of Economics and Business, Tarumanagara University in West Jakarta. Using a sample of 164 consumer respondents who knew Lemonilo products. Data processing in this research used Smart-PLS 4.0 which resulted in E-WOM, price perception and brand image on purchase intention having a positive and significant influence. Keywords : E-WOM, price perception, brand image, purchase intention (F) Reference list: 27 (2004-2023) (G) Yenny Lego, S.E., M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) KEVIN KARSTEN (115200219) (B) PENGARUH E-WOM, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP NIAT BELI PRODUK LEMONILO PADA MAHASISWA/I FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TARUMANAGARA DI JAKARTA BARAT. (C) XVIII + 86 Halaman, 11 Tabel, 5 Gambar, 4 Lampiran (D) MARKETING MANAGEMENT (E) Tujuan dari penelitian ini adalah untuk menguji pengaruh E-WOM, persepsi Harga, dan citra merek terhadap niat beli produk Lemonilo Mahasiswa/I Fakultas Ekonomi dan Bisnis Universitas Tarumanagara di Jakarta Barat. Dengan menggunakan sampel sebanyak 164 responden konsumen yang mengetahui produk Lemonilo. Pengolahan data dalam penelitian ini menggunakan Smart-PLS 4.0 yang menghasilkan bahwa E-WOM, persepsi harga, dan citra merek terhadap niat beli memiliki pengaruh positif dan signifikan. Kata kunci: E-WOM, persepsi harga, citra merek, niat beli (F) Reference list: 27 (2004-2023) (G) Yenny Lego, 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: | 29 Aug 2024 02:58 |
| Last Modified: | 29 Aug 2024 02:58 |
| URI: | http://repository.untar.ac.id/id/eprint/44009 |
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