PENGARUH ELEKTRONIC WORLD OF MOUTH TERHADAP BRAND IMAGE DAN PURCHASE INTENTION SMARTPHONE SAMSUNG DI SURABAYA

  • Chandra Sukka Jatmika Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh electronic word of mouth terhadap brand image dan purchase intention smartphone Samsung di Surabaya. Jenis penelitian yang digunakan adalah applied research yang menggunakan 3 variabel yaitu electronic word of mouth, brand image, dan purchase intention. Sumber data yang digunakan adalah data primer yaitu dengan menyebarkan kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 140 kuesioner yang disebarkan di Surabaya. Teknik pengambilan sampel yang digunakan adalah convenience sampling dan data akan diolah dengan menggunakan bantuan SPSS 18.0 for windows dan AMOS 18.0. Hasil penelitian yang diperoleh menunjukkan terdapat pengaruh yang signifikan antara electronic word of mouth dan brand image terhadap purchase intention. 

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Published
2014-09-01
How to Cite
JATMIKA, Chandra Sukka. PENGARUH ELEKTRONIC WORLD OF MOUTH TERHADAP BRAND IMAGE DAN PURCHASE INTENTION SMARTPHONE SAMSUNG DI SURABAYA. CALYPTRA, [S.l.], v. 3, n. 2, p. Hal. 1 - 15, sep. 2014. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/1470>. Date accessed: 21 nov. 2018.