Pengaruh e-wom terhadap purchase intention dimediasi perceived brand quality
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Diah Astarini
Pembimbing 2 : Nama Saya
Kata Kunci : e-WOM via brand-owned media, e-WOM via influencers, e-WOM via retailers’ online stores, e-WOM via
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_SK_SMJ_022002206020_Halaman-Judul.pdf | ||
| 2. | 2026_SK_SMJ_022002206020_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_SK_SMJ_022002206020_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_SK_SMJ_022002206020_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_SK_SMJ_022002206020_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2026_SK_SMJ_022002206020_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_SK_SMJ_022002206020_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_SK_SMJ_022002206020_Bab-1.pdf | ||
| 9. | 2026_SK_SMJ_022002206020_Bab-2.pdf |
|
|
| 10. | 2026_SK_SMJ_022002206020_Bab-3.pdf |
|
|
| 11. | 2026_SK_SMJ_022002206020_Bab-4.pdf |
|
|
| 12. | 2026_SK_SMJ_022002206020_Bab-5.pdf | ||
| 13. | 2026_SK_SMJ_022002206020_Daftar-Pustaka.pdf | ||
| 14. | 2026_SK_SMJ_022002206020_Lampiran.pdf |
|
P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh electronic word of mouth (e-wom) terhadap end-user purchase intention dengan perceived brand quality sebagai variabel mediasi. pengujian hipotesis dilakukan dengan tujuan untuk menganalisis pengaruh keterkaitan antar variabel yang diteliti. pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuesioner secara online dan offline. sebanyak 147 kuesioner diperoleh melalui penyebaran secara online, sedangkan 50 kuesioner diperoleh melalui penyebaran secara offline, sehingga total responden yang berpartisipasi dalam penelitian ini berjumlah 197 orang. metode analisis data dalam penelitian ini menggunakan metode structural equation model (sem) dengan bantuan software partial least square (pls). hasil penelitian menunjukkan bahwa terdapat pengaruh positif e-wom via social media, e-wom via retailers’ online stores, e-wom via brand-owned, e-wom via influencer terhadap perceived brand quality. terdapat pengaruh positif perceived brand quality terhadap end-user purchase intention. selanjutnya, perceived brand quality memediasi pengaruh e-wom via social media, e-wom via retailers’ online stores, e-wom via brand-owned, e-wom via influencer terhadap purchase intention. untuk penelitian selanjutnya dapat menambahkan variabel brand image, brand trust.
T This study aims to examine and analyze the influence of electronic word of mouth (e-wom) on end-user purchase intention, with perceived brand quality serving as a mediating variable. hypothesis testing was conducted to analyze the relationships among the variables investigated in this study. data were collected through the distribution of questionnaires both online and offline. a total of 147 questionnaires were obtained through online distribution, while 50 questionnaires were collected offline, resulting in a total of 197 respondents participating in the study. the data were analyzed using the structural equation modeling (sem) method with the assistance of partial least squares (pls) software. the results indicate that e-wom via social media, e-wom via retailers’ online stores, e-wom via brand-owned media, and e-wom via influencers have a positive effect on perceived brand quality. furthermore, perceived brand quality has a positive effect on end-user purchase intention. the findings also reveal that perceived brand quality mediates the relationship between e-wom via social media, e-wom via retailers’ online stores, e-wom via brand-owned media, e-wom via influencers, and purchase intention. future research is recommended to incorporate additional variables, such as brand image and brand trust.
Info Koleksi Skripsi
Universitas
Fakultas
- FH (2292)
- FEB (7695)
- FK (2100)
- FKG (4018)
- FTSP (1175)
- FTI (4119)
- FTKE (2590)
- FALTL (1968)
- FSRD (798)