Fransisca, Rosie Livia Johana Koes (1152281) (2015) Pengaruh Electronic Word of Mouth pada Minat Beli: Brand Image Sebagai Variabel Mediasi (Studi pada: Konsumen King Thai Tea di Bandung. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Perilaku konsumen terutama minat beli adalah aspek penting yang menarik untuk diteliti. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh langsung dan tidak langsung Electronic Word of Mouth (e-WOM) pada Brand Image dan Minat beli. Sampel pada penelitian ini adalah konsumen King Thai Tea di Bandung yang pernah melakukan e-WOM tentang produk minuman King Thai Tea. Model penelitian diuji menggunakan 145 responden. Penelitian ini menemukan bahwa terdapat pengaruh secara signifikan langsung dan tidak langsung e-WOM pada Brand Image dan Minat beli.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Perilaku Konsumen, Minat Beli, Brand Image, Word of Mouth, Electronic Word of Mouth. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 02 Feb 2016 02:32 |
| Last Modified: | 02 Feb 2016 02:32 |
| URI: | http://repository.maranatha.edu/id/eprint/18436 |
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