Pengaruh E-WOM Quantity dan Credibility, serta Health Consciousness terhadap Purchase Intention Multigrain Hotto: Peran Mediasi Brand Image dan Consumer Attitude

Anastasia, - (2024) Pengaruh E-WOM Quantity dan Credibility, serta Health Consciousness terhadap Purchase Intention Multigrain Hotto: Peran Mediasi Brand Image dan Consumer Attitude. Masters thesis, Universitas Tarumanagara.

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Abstract

Health Consciousness becomes an important topic to be discussed nowadays. People have more concern towards their health recently. Hence, Purchase Intention of health and wellness multigrain product becomes the topic of interest. The purpose of this study is knowing the effect of E-WOM (Credibility, Quantity), Brand Image, Health Consciousness, Consumer Attitude towards Purchase Intention. This study may contribute to academic and
industrial business approach in providing the understanding about the factors affecting Purchase Intention. The implication of the study is giving the input towards strategic management in evaluating the marketing strategy to increase purchase intention of
multigrain product. Broad implication of this study is to improve the marketing and the product itself based on cosumer’s preference, increase consumer’s intention to purchase, and serve impactful product for consumer’s health profile. This study was done in Indonesia, with 212 datas collected from questionnaire. PLS-SEM data analysis was performmed for hypothesis testing. The result shows that Brand Image has a full mediating effect in between E-WOM (Credibility, Quantity) towards Purchase Intention. While Consumer Attitude plays a partial mediating effect in between Health Consiousness towards Purchase Intention. The
result shows that there is no significant direct effect of E-WOM (Credibility, Quantity) towards Purchase Intention. In contrast, there is significant indirect effect of E-WOM (Credibility, Quantity) towards Purchase Intention with Brand Image as mediation. There
is positive significant effect of Brand Image, Health Consciousness and Consumer Attitude towards Purchase Intention.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Miharni Tjokrosaputro S.E., M.M
Uncontrolled Keywords:	Keywords: Purchase Intention, Health Consciousness, Mediating Effect, Brand Image, Consumer Attitude
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	21 May 2026 05:53
Last Modified:	21 May 2026 05:53
URI:	https://repository.untar.ac.id/id/eprint/49461

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