ADYAKARSA, RYAN WHENDA (2024) Pengaruh e-wom dan social media marketing terhadap purchase intention produk eiger melalui brand image sebagai variabel mediasi (studi pada mahasiswa universitas muria kudus). Sarjana thesis, UNIVERSITAS MURIA KUDUS.
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Abstrak
This study aims to analyze the influence of EWOM and social media marketing on purchase intention for Eiger products through brand image among Muria Kudus University students. The approach used is a quantitative approach. The sample used in this research was 120 respondents selected using proportional sampling technique. The data collection technique uses a questionnaire method. The data analysis technique uses AMOS structural equation model (SEM) analysis. The results obtained are: ewom and social media marketing have a positive and significant effect on brand image, Social media marketing and brand image have a positive and significant effect on purchase intention, ewom has no significant effect on purchase intention, brand image is able to mediate the influence of ewom and social media marketing on purchase intention.
| Item Type: | Skripsi/ Thesis (Sarjana) |
|---|---|
| Dosen Pembimbing: | Dosen Pembimbing: 1.Mira Meilia Marka, S.E., M.M. Dosen Pembimbing: 2.Agung Subono, S.E., M.Si. |
| Kata Kunci: | Ewom, Social Media Marketing, Brand Image, dan Purchase Intention. |
| Subjects: | Ilmu-ilmu Sosial > Teori Ekonomi Ilmu-ilmu Sosial > Industri. Pemanfaatan lahan. Perburuhan Ilmu-ilmu Sosial > Industri. Pemanfaatan lahan. Perburuhan > Manajemen. Manajemen industri |
| Program Studi: | Fakultas Ekonomi > Manajemen (S1) |
| Depositing User: | Mr Firman Al Mubaroq |
| Date Deposited: | 29 Apr 2025 07:20 |
| Last Modified: | 29 Apr 2025 07:20 |
| URI: | http://eprints.umk.ac.id/id/eprint/23486 |
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