Skripsi

Pengaruh e-wom terhadap purchase intention melalui brand image dan trust pada onix fragrance / Aditya Anggara

Abstrak
This study investigated the impact of electronic word-of-mouth (e-WOM) on purchase intention among potential consumers of ONIX Fragrance considering the mediating factors of brand image and trust. The study used a convenience sampling technique and an explanatory approach with 225 participants. The data was analyzed using Structural Equation Model (PLS-SEM) with WarpPLS 7.0. The results showed that e-WOM has a positive and significant impact on trust purchase intention and brand image. Brand image also has a positive and significant impact on purchase intention and trust. Trust also has a positive and significant impact on purchase intention at ONIX Fragrance. Additionally trust mediates the relationship between brand image and purchase intention brand image mediates the relationship between e-WOM and purchase intention and trust mediates the relationship between e-WOM and purchase intention. The study recommends that ONIX Fragrance improve its brand reputation number of favorable reviews and trust in order to increase purchase intent.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2023.

Deskripsi Fisik

x, 24 hlm. : ilus.

Bahasa

Indonesia

No Reg

0284/RS/24

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2023

Subjek

1. BRAND IMAGE - KEPUTUSAN MEMBELI
2. BRAND IMAGE - BUYING DECISION

Pembimbing

1. Handri Dian Wahyudi, S.pd, M.sc

Lampiran Berkas