PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS DAN BRAND FAMILIARITY (Kasus Pada Konsumen Produk Sido Muncul di Kota Tasikmalaya)

Anugrah, Kamal Febrian (2024) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS DAN BRAND FAMILIARITY (Kasus Pada Konsumen Produk Sido Muncul di Kota Tasikmalaya). Sarjana thesis, Universitas Siliwangi.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh electronic word of mouth terhadap keputusan pembelian melalui brand awareness dan brand familiarity pada konsumen Sido Muncul di Kota Tasikmalaya. Survey online dengan metode purposive sampling menghasilkan 235 responden, kemudian data diolah secara statistik menggunakan Structural Equation Modelling (SEM). Hasil menunjukan bahwa electronic word of mouth mampu memengaruhi brand awareness dan brand familiarity, brand awareness dan brand familiarity mampu memengaruhi keputusan pembelian, brand awareness dan brand familiarity mampu memediasi electronic word of mouth dengan keputusan pembelian. Kata Kunci: electronic word of mouth, keputusan pembelian, brand awareness, brand familiarity, SEM

Item Type: Thesis (Sarjana)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Lelis Masridah
Date Deposited: 16 Dec 2024 04:22
Last Modified: 16 Dec 2024 04:22
URI: http://repositori.unsil.ac.id/id/eprint/14702

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