Pengaruh Electronic Word Of Mouth (e-Wom) Dan Country Of Origin (Coo) Terhadap Purchase Intnsion; Melalui Mediasi Brand Image Terhadap Produk Nature Republic Di Universitas Tarumanagara
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Abstract
This study aims to determine how a significant influence between electronic word of mouth and country of origin on purchase intension of nature republic through brand image as a mediation variable. The research method used in this research is by questionnaire method through GoogleForm that is done systematically based on research objectives. The number of respondents taken for research is 100 people. The analytical method used is the F-test, t-test, random sampling, and multiple regression analysis. From the result of research show that electronic word of mouth have significant incluence to brand image, electronic word of mouth have significant incluence to purchase intension, country of origin have significant influence to brand image and brand image have significant influence to purchase intension and brand image is mediating the influence of electronic word of mouth on nature republic purchase intension.
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh yang signifikan antara electronic word of mouth dan country of origin pada purchase intension melalui brand image sebagai variabel mediasi. Metode penelitian yang digunakan dalam penelitian ini adalah dengan metode kuesioner melalui GoogleForm yang dilakukan secara sistematis berdasarkan tujuan penelitian. Jumlah responden yang diambil untuk penelitian adalah 100 orang. Metode analisis yang digunakan adalah F-test, t-test, random sampling, dan analisis regresi berganda. Dari hasil penelitian menunjukkan bahwa electronic word of mouth memiliki pengaruh signifikan terhadap brand image, electronic word of mouth memiliki pengaruh signifikan terhadap purchase intension, country of origin berpengaruh signifikan terhadap brand image dan brand image mempunyai pengaruh signifikan terhadap purchase intension dan brand image memediasi electronic word of mouth pada purchase intension nature republic
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