Skripsi

Analysis the effect of e-wom on purchase intention through brand image and perceived risk on karen\'s diner restaurant social media content audiences in Indonesia / Ahmad Ndaru Kiswara

Abstrak
This research was carried out because now more businesses are targeting their marketing through social media and have an unique differentiation even don t hesitate to challenge the existing local culture. The research was conducted using a quantitative method using descriptive analysis techniques and PLS-SEM. The population is residents of Jakarta and Bali while the sample used is 200 target markets from Karen s Diner Restaurant filtered by purposive sampling and recorded through a 5-scale Likert questionnaire. The results showed that the direct and indirect effects of all variables had no significant effect except for two relationships namely brand image on purchase intention and e-WOM on perceived risk. The insignificant results are probably due to the age habits and characteristics of the majority of respondents who make e-WOM not a determinant of perception or purchase intention for them. As a suggestion for Karen s Diner Restaurant management add attention to the consumer s brand image because that is what influences purchases and also encourages consumers to be more willing recommend products to others.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2023.

Deskripsi Fisik

x, 123 hlm. : ilus.

Bahasa

Indonesia

No Reg

0283/RS/24

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2023

Subjek

1. MEDIA SOSIAL - CITRA MEREK
2. MEDIA SOSIAL - PROMOSI
3. KONSUMEN - KEPUTUSAN MEMILIH

Pembimbing

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

Lampiran Berkas