Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention Smartphone Apple iPhone di Bandar Lampung

DAVID SAPUTRA , 1421011049 (2016) Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention Smartphone Apple iPhone di Bandar Lampung. Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak

Seiring dengan pertumbuhan dan evolusi internet, electronic word of mouth telah menjadi fenomena yang penting. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh electronic word of mouth dan brand image terhadap purchase intention smartphone Apple iPhone. Sumber data yang digunakan adalah primer yaitu dengan menyebarkan kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden yang disebarkan kepada para pengguna atau yang pernah memakai iPhone di Bandar Lampung. Teknik pengambilan sampel yang digunakan adalah metode snowball sampling dan data dianalisis menggunakan Struktural Equation Modeling (SEM) dengan software AMOS 18.0. Hasil penelitian ini menemukan bahwa electronic word of mouth tidak berpengaruh signifikan terhadap purhcase intention, electronic word of mouth berpengaruh signifikan terhadap brand image, dan brand image berpengaruh signifikan terhadap purchase intention. Efek tidak langsung electronic word of mouth dengan brand image sebagai variabel pemediasi lebih besar dibandingkan pengaruh langsungnya terhadap purchase intention. Kata kunci: electronic word of mouth, brand image, purchase intention. ABSTRACT Along with the growth and evolution of the Internet, electronic word of mouth has become an important phenomenon. This study aims to identify and analyze the influence of electronic word of mouth and brand image of Apple's iPhone smartphone purchase intention. The data used is primary is by distributing questionnaires. The sample used in this study were 150 respondents distributed to users or who have already used the iPhone in Bandar Lampung. The sampling technique used was snowball sampling method and the data were analyzed using Structural Equation Modeling (SEM) with AMOS 18.0 software. Our research found that electronic word of mouth no significant effect on purhcase intention, electronic word of mouth significant effect on brand image, and brand image have a significant effect to purchase intention. Indirect effects of electronic word of mouth with its brand image as intervening variable greater than its direct effect on purchase intention. Keywords: electronic word of mouth, brand image, purchase intention.

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 6649864 . Digilib
Date Deposited: 29 Oct 2016 02:08
Last Modified: 29 Oct 2016 02:08
URI: http://digilib.unila.ac.id/id/eprint/24386

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