PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP PURCHASE INTENTION SMARTHPHONE MEREK XIAOMI DI BANDAR LAMPUNG
| Main Author: | DANDI ERWIN JHOSUA HUTABARAT, 1611011068 |
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| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS EKONOMI DAN BISNIS
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/61302/1/ABSTRAK.pdf http://digilib.unila.ac.id/61302/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/61302/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/61302/ |
Daftar Isi:
- Industri telekomunikasi merupakan salah satu industri yang berkembang paling pesat saat ini. Sehingga perusahaan yang bergerak di bidang industri telokomunikasi harus memberikan yang terbaik kepada konsumen. Smartphone adalah alat komunikasi yang dikategorikan sebagai produk mewah , dan saat ini smartphone sudah menjadi kebutuhan primer bagi masyarakat. Diantara persaingan bisnis smartphone di Indonesia, yang menjadi salah satu perhatian dari konsumen adalah produk smartphone Xiaomi. Penelitian ini bertujuan untuk mengetahui (1) pengaruh electronic word of mouth terhadap purchase intention smartphone Xiaomi (2) pengaruh brand image terhadap purchase intention smartphone Xiaomi. Hasil penelitian ini menunjukkan bahwa (1) electronic word of mouth berpengaruh siginifikan terhadap purchase intention smartphone Xiaomi di Bandar Lampung dan (2) brand image signifikan terhadap purchase intention smartphone Xiaomi di Bandar Lampung. Kata Kunci: Electronic Word of Mouth, Brand Image, Purchase Intention. The telecommunications industry is one of the fastes growing industries this time. So companies enganged in the field of telecommunications should give the best to consumers. A smartphones is a communications tool that categorized as luxury product, and smartphone have become the primary needs for the community. Bussiness competition among smartphones in Indonesia as one of consumers attention is the product of a smartphone Xiaomi. This research aims to find out (1) the effect of electronic word of mouth on purchase intention of Xiaomi Smartphone (2) the effect of brand image on purchase intention of Xiaomi Smartphone. The results of this study indicate that :(1) Electronic word of mouth has positive and siginficant influence on purchase intention of Xiaomi Smartphone, (2) brand image has positive and siginificant influence on purchase intention of Xiaomi Smartphone. Keywords: Electronic Word of Mouth, Brand Image, Purchase Intention