Pengaruh electric word of mouth (ewom) dan brand image terhadap purchase intention pada kedai kopi lokal Jakarta

DETAIL KOLEKSI

Pengaruh electric word of mouth (ewom) dan brand image terhadap purchase intention pada kedai kopi lokal Jakarta

Oleh : Muhammad Lathifuddin

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Asep Hermawan

Pembimbing 2 : Nama Saya

Subyek : Electronic word of mouth;Consumer behavior

Kata Kunci : attitude , subject norms, percived behavior control, electronic word of mouth, brand image, purchase

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022002101151_Halaman-Judul.pdf
2.	2026_SK_SMJ_022002101151_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022002101151_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022002101151_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022002101151_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022002101151_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022002101151_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022002101151_Bab-1.pdf
9.	2026_SK_SMJ_022002101151_Bab-2.pdf
10.	2026_SK_SMJ_022002101151_Bab-3.pdf
11.	2026_SK_SMJ_022002101151_Bab-4.pdf
12.	2026_SK_SMJ_022002101151_Bab-5.pdf
13.	2026_SK_SMJ_022002101151_Daftar-Pustaka.pdf
14.	2026_SK_SMJ_022002101151_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh attitude, subjective norms, perceived behavioral control, electronic word of mouth (ewom), dan brand imageterhadap purchase intention pada konsumen kedai kopi lokal di jakarta. penelitian inimenggunakan pendekatan kuantitatif dengan metode survei melalui penyebarankuesioner secara daring kepada responden yang aktif menggunakan media sosial danpernah mengakses informasi terkait kedai kopi lokal. teknik pengambilan sampelyang digunakan adalah non-probability sampling dengan metode purposive sampling.jumlah sampel dalam penelitian in sebanyak 160 orang. data dianalisis menggunakanmetode regresi linear berganda dengan menggukan software spss 21.hasil penelitian menunjukkan bahwa attitude, electronic word of mouth(ewom), dan brand image berengaruh positif dan signifikan terhadap purchaseintention, sedangkan subjective norms dan perceived behavioral control tidakberpengaruh signifikan terhadap purchase intention.penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan ilmupemasaran, khususnya dalam memahami perilaku konsumen di era digital, sertamenjadi referensi bagi pelaku usaha dalam merancang strategi pemasaran yang efektif.

T This study aims to analyze the influence of attitudes, subjective norms, perceived behavioral control, electronic word of mouth (wom), and brand image on purchase intention among consumers of local coffee shops in jakarta. this study employs a quantitative approach using a survey method, distributed via an online questionnaire to respondents who actively use social media and have previously accessed information related to local coffee shops. the sampling technique used was non-probability with a purposive sampling method. the sample size for this study was 160 respondents. data were analyzed using multiple linear regression with spss 21 software.the results indicate that attitude, electronic word of mouth (wom), and brand image have a positive and significant influence on purchase intention, whereas subiective norms and perceived behavioral control do not have a significant influence on purchase intention.this study is expected to contribute to the development of marketing science, particularly in understanding consumer behavior in the digital era, as well as serve as a reference for business practitioners in designing effective marketing strategies.

Info Koleksi Skripsi

Universitas

Universitas Trisakti (27269)

Fakultas

Tahun Terbit

Subyek

Selengkapnya...

DETAIL KOLEKSI