PENGARUH E-WOM QUANTITY DAN E-WOM CREDIBILITY TERHADAP ONLINE PURCHASE INTENTION PADA PRODUK GARNIER DI JAKARTA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Surya, Dominic Kenji Kurnia (2024) PENGARUH E-WOM QUANTITY DAN E-WOM CREDIBILITY TERHADAP ONLINE PURCHASE INTENTION PADA PRODUK GARNIER DI JAKARTA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

Text Dominic Kenji Kurnia Surya 115210303 JA.pdf Download (1MB)

Abstract

(A) DOMINIC KENJI KURNIA SURYA (115210303)
(B) THE INFLUENCE OF E-WOM QUANTITY AND E-WOM CREDIBILITY
ON ONLINE PURCHASE INTENTION OF GARINIER PRODUCTS IN
JAKARTA WITH BRAND IMAGE AS A MEDIATION VARIABLE
(C) 108 Pages + 19 Tables + 10 Pictures + 18 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract:
This study aims to examine the effect of quantity and credibility of Electronic
Word of Mouth (e-WOM) on online purchase intention on Garnier products,
with brand image as a mediating variable. Using a quantitative approach with a
survey method, data were collected from 160 respondents who used Garnier
products in Jakarta through an online questionnaire. Data analysis was carried
out using Structural Equation Modeling (SEM) based on Partial Least Squares
(PLS). The results showed that the quantity of e-WOM had a positive and
significant effect on online purchase intention, both directly and through brand
image. The credibility of e-WOM also significantly influenced purchase
intention, with the role of brand image strengthening the relationship. This study
emphasizes the importance of a digital marketing strategy that focuses on
increasing e-WOM and managing brand image to drive consumer purchase
intention online.
Keywords: e-WOM Quantity, e-WOM Credibility, Brand Image, Online
Purchase Intention, Garnier.
(F) 53 References (2018-2024)
(G) Louis Utama, S.E., M.M.

(A) DOMINIC KENJI KURNIA SURYA (115210303)
(B) PENGARUH E-WOM QUANTITY DAN E-WOM CREDIBILITY TERHADAP
ONLINE PURCHASE INTENTION PRODUK GARINIER DI JAKARTA
DENGAN BRAND IMAGE SEBAGAI VARIBEL MEDIASI
(C) 108 Halaman + 19 Tabel + 10 Gambar + 18 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak:
Penelitian ini bertujuan untuk menguji pengaruh kuantitas dan kredibilitas
Electronic Word of Mouth (e-WOM) terhadap niat beli daring (online purchase
intention) pada produk Garnier, dengan citra merek (brand image) sebagai
variabel mediasi. Menggunakan pendekatan kuantitatif dengan metode survei,
data dikumpulkan dari 160 responden pengguna produk Garnier di Jakarta
melalui kuesioner online. Analisis data dilakukan menggunakan Structural
Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian
menunjukkan bahwa kuantitas e-WOM memiliki pengaruh positif dan signifikan
terhadap niat beli daring, baik secara langsung maupun melalui citra merek.
Kredibilitas e-WOM juga memengaruhi niat beli secara signifikan, dengan peran
citra merek yang memperkuat hubungan tersebut. Penelitian ini menegaskan
pentingnya strategi pemasaran digital yang fokus pada peningkatan e-WOM dan
pengelolaan citra merek untuk mendorong niat beli konsumen secara daring.
Kata kunci: e-WOM Quantity, e-WOM Credibility, Brand Image, Online
Purchase Intention, Garnier.
(F) 53 Referensi (2018-2024)
(G) Louis Utama, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	11 Jun 2025 04:02
Last Modified:	11 Jun 2025 04:02
URI:	https://repotest.untar.ac.id/id/eprint/47090

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