ACHMAD FIKRY AR'RAFIF (2022) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI MELALUI BRAND IMAGE DAN BRAND TRUST (STUDI PADA SMARTPHONE SAMSUNG DI YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

This reserch aims to determine the effect of electronic word of mouth on buying interest through Brand Image and Brand Trust. The subjects of this study were Samsung smartphone users in Yogyakarta. This study uses a sampling technique with non-probability sampling method used in this study, namely purposive sampling. Data collection is done through google form. The data obtained were 180, then processed using the IBM SPSS AMOS 21 analysis tool. Based on the analysis that has been done, it is obtained that: (1) electronic word of mouth has a positive and significant effect on Brand Images. (2) Electronic word of mouth has a positive and significant effect on Brand Trust. (3) Brand Trust has a positive and significant effect on buying interest. (4) Brand Image has a positive and significant effect on buying interest. (5) Electronic word of mouth has no positive and significant effect on buying interest. (6) Electronic word of mouth has a positive and significant effect on buying interest through Brand Image. (7) Electronic word of mouth has a positive and significant effect on Brand trust.

Dosen Pembimbing: MUHAMMAD MIFTAHUN NADZIR, B.A.B.A., MBA. | NIDN0513048901
Item Type: Thesis (S1)
Uncontrolled Keywords: ELECTRONIC WORD OF MOUTH, BRAND IMAGE, BRAND TRUST, INTEREST IN PURCHASING
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: M. Erdiansyah
Date Deposited: 02 Dec 2023 01:40
Last Modified: 02 Dec 2023 01:40
URI: https://etd.umy.ac.id/id/eprint/35473

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