DETAIL KOLEKSI

Pengaruh perceived eWOM terhadap purchase intention yang dimediasi oleh corporate image


Oleh : M. Agus Nauval

Info Katalog

Nomor Panggil : 2016-TA-MJ-022111181

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Purchaes intention;Transportation service company

Kata Kunci : Perceived eWOM, eWOM Credibility, eWOM quality, eWOM quantity, corporate image.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022111181_Halaman-Judul.pdf1.pdf 891.95
2. 2016_TA_MJ_022111181_Bab1.pdf1.pdf 696.73
3. 2016_TA_MJ_022111181_Bab-2.pdf1.pdf 745.04
4. 2016_TA_MJ_022111181_Bab-3.pdf1.pdf 929.16
5. 2016_TA_MJ_022111181_Bab-4.pdf1.pdf 776.54
6. 2016_TA_MJ_022111181_Bab-5.pdf1.pdf 573.57
7. 2016_TA_MJ_022111181_Daftar-Pustaka.pdf1.pdf 591.12
8. 2016_TA_MJ_022111181_Lampiran.pdf1.pdf 2143.37

T Tujuan dari penelitian ini adalah untuk menganalisa Perceived eWOM, eWOM Credibility, eWOM Quality, eWOM Quantity, Corporate Image, dan Purchase Intention pada perusahaan jasa transportasi online berbasis aplikasi. data diperoleh dengan cara menyebarkan kuisioner kepada 150 responden di Jakarta, yang pernah menggunakan jasa transportasi online selama minimal 6 bulan. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah structural equation modeling (SEM).Hasil pengujian hipotesa menunjukkan bahwa eWOM Credibility, eWOM Quality, dan eWOM Quantity berpengaruh positif secara signifikan terhadap Purchase Intention, baik secara langsung maupun setelah dimediasi oleh Corporate Image. Penelitian ini mendapatkan implikasi bagi perusahaan jasa transportasi online berbasis aplikasi untuk meningkatkan minat pembelian (Purchase Intention) pada konsumen, maka perusahaan harus memperhatikan variabel-variabel seperti eWOM Credibility, eWOM Quality, eWOM Quantity dan Corporate Image.

T The purpose of this study was to analyze Perceived eWOM, eWOM Credibility, eWOM Quality, Quantity eWOM, Corporate Image and Purchase Intention in transportation services company based online applications. Data obtained by distributing questionnaires to 150 respondents in Jakarta, who had used the transportation service online for at least 6 months. The data used is the cross-sectional data and using purposive sampling as a method pegambilan sample. The analytical tool used structural equation modeling (SEM) The results of hypothesis testing showed that eWOM Credibility, eWOM Quality and Quantity eWOM positive and significant effect on the Purchase Intention, either directly or as mediated by Corporate Image. The research had implications for online transportation services company based applications to increase interest in purchasing (Purchase Intention) on the consumer, then the company must consider variables such as eWOM Credibility, eWOM Quality, Quantity eWOM and Corporate Image.

Bagaimana Anda menilai Koleksi ini ?