PENGARUH eWOM PADA CITRA MEREK DAN NIAT PEMBELIAN

Krido Eko cahyono, Kemas Abdul Gaffar

Abstract


Penelitian ini bertujuan untuk menganalisis eWOM pada citra merek dan niat beli. Populasi dalam penelitian ini adalah anggota komunitas online kaskus mitsubishi Pajero Sport. Jumlah sampel yang ditentukan dalam penelitian ini adalah 105 responden. Teknik sampling yang digunakan dalam penelitian ini adalah Accidental Sampling. Sedangkan metode yang digunakan adalah metode survey. Teknik analisis data yang digunakan adalah SEM dengan software AMOS 20.0. Hasil dalam penelitian ini menunjukan bahwa eWOM berpengaruh signifikan terhadap citra merek; citra merek berpengaruh signifikan terhadap niat beli; dan eWOM berpengaruh signifikan terhadap niat beli.

Keywords


eWOM, Citra Merek, Niat Beli

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DOI: http://dx.doi.org/10.53712/jmm.v1i2.253

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