THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM), BRAND ATTITUDE AND BRAND IMAGE ON PURCHASE INTENTION OF ACE HARDWARE IN JAKARTA

Willinna, Marcelly (2024) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM), BRAND ATTITUDE AND BRAND IMAGE ON PURCHASE INTENTION OF ACE HARDWARE IN JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Marcelly Willinna 115210334 JA.pdf Download (1MB)

Abstract

(A) MARCELLY WILLINA (115210334)
(B) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM),
BRAND ATTITUDE AND BRAND IMAGE ON PURCHASE INTENTION
OF ACE HARDWARE IN JAKARTA
(C) XVII + 78 Pages, 28 Tables, 6 Pictures, 19 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract This study aims to examine the effect of E-WOM, Brand attitude,
Brand image on Ace Hardware's purchase intention in Jakarta. These
respondents were sampled using non-probability sampling techniques with
the design used in this research is descriptive through a quantitative
approach. Sampling using purposive sampling technique and the sample
size in this study was 105 respondents. Data was obtained using a
questionnaire instrument in the form of a google form distributed via social
media. Data analysis was carried out using Structural Model Evaluation
(Inner Model). The research test results show that E-WOM, Brand attitude
and Brand image have a significant effect on Ace Hardware's purchase
intention in Jakarta. The results of this study are expected to provide advice
and input to companies in making future planning and decision making.
(F) E-WOM, Brand Attitude, Brand image, Purchase intention
(G) References
(H) Sanny Ekawati , S.E., M.M.

(I) MARCELLY WILLINA (115210334)
(J) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM),
BRAND ATTITUDE AND BRAND IMAGE ON PURCHASE INTENTION
OF ACE HARDWARE IN JAKARTA
(K) XVII + 78 Halaman, 28 Tabel, 6 Gambar, 19 Lampiran
(L) MANAJEMEN PEMASARAN
(M) Abstract : Penelitian ini bertujuan untuk menguji pengaruh, E-WOM, Brand
attitude, Brand image terhadap Purchase intention Ace Hardware di Jakarta.
Responden ini diambil sampelnya menggunakan teknik non probability
sampling dengan desain yang digunakan dalam penelitian ini adalah
deskriptif melalui pendekatan kuantitatif. Pengambilan sampel dengan
teknik purposive sampling dan ukuran sampel dalam penelitian ini 105
responden. Data diperoleh dengan menggunakan instrumen kuesioner
dalam bentuk google form yang disebar melalui media sosial. Analisis data
dilakukan dengan menggunakan Evaluasi Model Struktural (Inner Model).
Hasil uji penelitian menunjukkan bahwa E-WOM, Brand attitude dan Brand
image berpengaruh signifikan pada purchase intention Ace Hardware di
Jakarta. Hasil penelitian ini diharapkan dapat memberikan saran dan
masukan kepada perusahaan dalam membuat perencanaan dan pengambilan
keputusan kedepannya.
(N) E-WOM, Brand Attitude, Brand image, Purchase intention
(O) Referensi
(P) Sanny Ekawati , 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:	30 Jun 2025 02:54
Last Modified:	30 Jun 2025 02:54
URI:	https://repotest.untar.ac.id/id/eprint/47432

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