Matthew, Juan (2024) PENGARUH CITRA MEREK DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI PADA PRODUK UNIQLO DI JAKARTA YANG DIMEDIASI OLEH KONEKSI MEREK DIRI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) JUAN MATTHEW (115210029)

(B) The Influence of Brand Image And Electronic Word of Mouth On

Purchase Intention of Uniqlo in Jakarta Through Self-Brand Connection

(C) XVI + 69 Pages, 32 Tables, 6 Pictures, 12 Attachment

(D) MARKETING MANAGEMENT

(E) Abstract: This study aims to examine the influence of brand image and electronic word of mouth on purchase intention, as well as to test the mediating role of self-brand connection between brand image and electronic word of mouth. The research sample consisted of 200 customers in Jakarta. A convenience sampling method was applied by collecting data through online questionnaires and analyzed using the PLS-SEM method. The results of this study indicate that brand image and electronic word of mouth have a positive influence on purchase intention mediated by self- brand connection. Additionally, brand image also has a positive influence on self-brand connection.
(F) References 52 (1976-2022) (G) Dr. Cokki, S.E., M.M.

(A) JUAN MATTHEW (115210029)

(B) Pengaruh Citra Merk Dan Electronic Word of Mouth Terhadap Niat Beli

Pada Produk Uniqlo di Jakarta yang Diemdiasi Oleh Koneksi Merek Diri

(C) .XVI + 69 Halaman, 32 Tabel, 6 Gambar, 12 Lampiran

(D) MANAJEMEN PEMASARAN

(E) Abstrak Penelitian ini bertujuan untuk menguji pengaruh citra merek, dan electronic word of mouth terhadap niat beli serta menguji peran koneksi Merek Diri sebagai mediasi antara citra mereka dengan electronic word of mouth . Sampel penelitian terdiri dari 200 pelanggan Jakarta. Metode convenience sampling diterapkan dengan mengumpulkan data melalui kuesioner online lalu dianalisis menggunakan metode PLS-SEM. Hasil dari penelitian ini adalah citra merek dan electronic word of mouth memiliki pengaruh positif terhadap niat beli yang dimediasi koneksi merek diri. Selain itu, brand image juga memiliki pengaruh positif terhadap Koneksi Merek Diri.
(F) Daftar Acuan 52 acuan (1976-2022) (G) Dr. Cokki, 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: 26 Jun 2025 06:27
Last Modified: 26 Jun 2025 06:27
URI: https://repotest.untar.ac.id/id/eprint/47395

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