Mulut Ke Mulut Dan Citra Merek Untuk Memprediksi Niat Beli Pada Konsumen Laptop Asus Di Fakultas Ekonomi Universitas Tarumanagara
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Abstract
This study aims to examine empirically the function of electronic word of mouth and brand image as a predictor of purchase intentions through Asus laptops. The sampling technique is non-random convenience technique. The sample in this study was Tarumanagara students who had used Asus with 100 respondents. Data collection techniques used through googleform. The data analysis technique used is the analysis of partial least square, normal multivariate, measurement models and structural models. The data analysis tool used is Smart Pls version 3.0. The results of the analysis concluded that electronic word of mouth and brand image were positive predictors of purchase intention
Penelitian ini bertujuan untuk menguji secara empiris fungsi mulut ke mulut elektronik dan citra merek sebagai predictor terhadap niat beli melalui laptop Asus. Teknik pengambilan sampel adalah teknik tak acak convenience. Sampel dalam penelitian ini adalah mahasiswa/i Tarumanagara yang pernah menggunakan Asus dengan jumlah responden 100 orang. Teknik pengumpulan data yang digunakan melalui googleform. Teknik analisis data yang dipakai adalah analisis partial least square, normal multivariate, model pengukurand dan model struktural. Alat analisis data yang digunakan adalah Smart Pls versi 3.0. Hasil analisis menyimpulkan bahwa mulut ke mulut elektronik dan citra merek merupakan prediktor yang positif terhadap niat beli.
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