DETAIL KOLEKSI

Anteseden Dari Purchase Intention


Oleh : Ria Shovi Rahayu

Info Katalog

File Jurnal : 00000000000000098088.pdf

Nomor Panggil : 2019_TA_MJ_022151127

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Robert Kristaung

Subyek : Marketing management;Management - Brand name product;Management - Fast food restaurant

Kata Kunci : positive electronic word of mouth, negative electronic word of mouth, product knowledge dan purchase


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022151127_Halaman-Judul.pdf 889.31
2. 2019_TA_MJ_022151127_Bab-1.pdf 631.69
3. 2019_TA_MJ_022151127_Bab-2.pdf 719.7
4. 2019_TA_MJ_022151127_Bab-3.pdf 807.46
5. 2019_TA_MJ_022151127_Bab-4.pdf 737.81
6. 2019_TA_MJ_022151127_Bab-5.pdf 506.8
7. 2019_TA_MJ_022151127_Daftar-Pustaka.pdf 677.96
8. 2019_TA_MJ_022151127_Lampiran.pdf 2617.6

P Penelitian ini bertujuan untuk menganalisis pengaruh positive electronic word of mouth, negative electronic word of mouth dan product knowledge terhadap purchase intention. Metode pengumpulan data menggunakan kuisioner dengan teknik purposive sampling kepada 210 responden yang pernah berkunjung ke restoran fine dining di Jakarta minimal satu kali dalam 3 bulan terakhir. Alat analisis data yang digunakan untuk menguji validitas adalah confirmatory factor analysis, uji reliabilitas adalah cronbach's alpha, dan uji hipotesis adalah Structural Equation Model (SEM).Hasil yang didapat dari penelitian ini adalah terdapat pengaruh positif positive electronic word of mouth dan product knowledge terhadap purchase intention. Tidak terdapat pengaruh negatif negative electronic word of mouth terhadap purchase intention. Peneliti selanjutnya disarankan meneliti restoran cepat saji atau restoan jepang.

T This study aims to analyze positive electronic interactions by word of mouth, negative electronic word of mouth and product knowledge of purchase intentions. The data collection method used a questionnaire with a purposive sampling technique to 210 respondents who had visited fine dining restaurants in Jakarta at least once in the last 3 months. The data analysis tool used to test validity is confirmatory factor analysis, the reliability test is Cronbach's alpha, and the hypothesis test is the Structural Equation Model (SEM).The results obtained from this study are positive and positive electronic knowledge of purchase intentions. There is no negative negative electronic word of mouth influence on purchase intentions. Further researchers are advised to examine fast food restaurants or Japanese restaurantsKeywords: positive electronic word of mouth, negative electronic word of mouth, product knowledge and purchase intention.

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