?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=THE+EFFECT+OF+ELECTRONIC+WORD+OF+MOUTH+AND%0D%0AINSTAGRAM+AS+SOCIAL+MEDIA+MARKETING+ON+BRAND+IMAGE%0D%0AAND+PURCHASE+INTENTION+TOWARD+E-COMMERCE%0D%0A(STUDY+ON+BITTERSWEET+BY+NAJLA+LAMPUNG)&rft.creator=Tasia+%09%2C+Kusuma+Kartika&rft.subject=330+Ekonomi&rft.description=Electronic+word+of+mouth+(e-WOM)+dan+Pemasaran+Media+Sosial+banyak%0D%0Adimanfaatkan+konsumen+untuk+menggali+informasi+mengenai+suatu+produk.%0D%0AInformasi+yang+diperoleh+dari+berbagai+sumber+di+internet+akan+mempengaruhi%0D%0Apersepsi+konsumen+terhadap+citra+merek%2C+risiko+dan+mendorong+minat+beli%0D%0Akonsumen.+Penelitian+ini+bertujuan+untuk+menguji+pengaruh+variabel+electronic%0D%0Aword+of+mouth%2C+dan+pemasaran+media+sosial+terhadap+minat+beli+dengan+brand%0D%0Aimage+sebagai+variabel+intervening.+Penelitian+ini+dilakukan+secara+kuantitatif%0D%0Apada+150+responden.+Penelitian+dilakukan+pada+seluruh+masyarakat+Lampung%0D%0Ayang+mengetahui+tentang+Bittersweet+by+Najla+Lampung+di+Instagram+dan+pernah%0D%0Amelakukan+pembelian+melalui+e-commerce.+Metode+yang+digunakan+adalah%0D%0AStructural+Equation+Model+dengan+Software+SmartPLS+3.3.3+tahun+2023.+Hasil%0D%0Adari+pengujian+ini+menunjukkan+bahwa+hipotesis+satu%2Cdua%2Ctiga%2Cempat+dan+lima%0D%0Aterbukti+kebenarannya%2Cdan+dapat+disimpulkan+bahwa+electronic+word+of+mouth%0D%0Aberpengaruh+positif+dan+signifikan+pada+brand+image+dan+minat+beli%2C+dan%0D%0Apemasaran+media+sosial+berpengaruh+positif+terhadap+brand+image+dan+minat+beli%0D%0Aserta+signifikan+terhadap+brand+image+dan+signifikan+terhadap+minat+beli.%0D%0ASedangkan+brand+image+berpengaruh+positif+dan+signifikan+terhadap+minat+beli.%0D%0AKata+Kunci+%3A+Electronic+Word+of+Mouth%2C+Pemasaran+Social+media%2C+Citra%0D%0Amerek%2C+MinatElectronic+word+of+mouth+(e-WOM)+and+Social+Media+Marketing+are+widely+used%0D%0Aby+consumers+to+gather+information+about+a+product.+Information+obtained+from%0D%0Avarious+sources+on+the+internet+will+affect+consumer+perceptions+of+brand+image%2C%0D%0Arisk+and+encourage+consumer+buying+interest.+This+study+aims+to+examine+the%0D%0Aeffect+of+electronic+word+of+mouth+variables%2C+and+social+media+marketing+on%0D%0Apurchase+intention+with+brand+image+as+an+intervening+variable.+This+research+was%0D%0Aconducted+quantitatively+on+150+respondents.+The+research+was+conducted+on+all%0D%0ALampung+people+who+know+about+Bittersweet+by+Najla+Lampung+on+Instagram%0D%0Aand+have+made+purchases+through+e-commerce.+The+method+used+is+Structural%0D%0AEquation+Model+with+SmartPLS+3.3.3+software+in+2023.+Statistical+results+after%0D%0Ahypothesis+testing+show+that+each+variable%2C+namely%3A+These+results+indicate+that%0D%0Ahypotheses+one%2C+two%2C+three%2C+four+and+five+are+proven%2C+and+it+can+be+concluded+that%0D%0Aelectronic+word+of+mouth+has+a+positive+and+significant+effect+on+brand+image+and%0D%0Apurchase+intention%2C+and+social+media+marketing+has+a+positive+effect+on+brand%0D%0Aimage+and+purchase+intention+and+is+significant+to+brand+image+and+significant+to%0D%0Apurchase+intention.+Meanwhile%2C+brand+image+has+a+positive+and+significant+effect%0D%0Aon+purchase+intention.%0D%0AKeywords+%3A+Electronic+Word+of+Mouth%2C+Social+Media+Marketing%2C+Brand%0D%0AImage%2C+Purchase+Intention+Beli%0D%0A&rft.publisher=EKONOMI+DAN+BISNIS+&rft.date=2024-02-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83230%2F1%2F1.%2520ABSTRAK%2520-%2520ABSTRACT%2520-%2520Tasia%2520Kusuma%2520Kartika.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83230%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Tasia%2520Kusuma%2520Kartika.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83230%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Rocket%2520Digital%2520%25281%2529.pdf&rft.identifier=++Tasia+%2C+Kusuma+Kartika++(2024)+THE+EFFECT+OF+ELECTRONIC+WORD+OF+MOUTH+AND+INSTAGRAM+AS+SOCIAL+MEDIA+MARKETING+ON+BRAND+IMAGE+AND+PURCHASE+INTENTION+TOWARD+E-COMMERCE+(STUDY+ON+BITTERSWEET+BY+NAJLA+LAMPUNG).++EKONOMI+DAN+BISNIS+%2C+UNIVERSITAS+LAMPUNG+.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F83230%2F