PELAYANAN MRT JAKARTA: FAKTOR-FAKTOR YANG MEMENGARUHI CONSUMER PURCHASE DECISION
Daftar Isi:
- Indah Silmiya, 2020; MRT Jakarta Services: Factors Influencing Consumer Purchase Decision. Thesis, Jakarta: S1 Management Study Program, Faculty of Economics, State University of Jakarta, Advisory Team: Agung Kresnamurti Rivai P., S.T, M.M. & Rahmi, S.E., M.S.M. The purpose of this study was to verify 1.) The effect of celebrity endorsement on MRT Jakarta’s brand image, 2.) The effect of E-WoM on MRT Jakarta’s brand image, 3.) The effect of celebrity endorsement on MRT Jakarta’s consumer purchase decision, 4.) The effect of E -WoM on MRT Jakarta’s consumer purchase decision, 5.) The effect of brand image on MRT Jakarta’s consumer purchase decision, 6.) The effect of celebrity endorsement on MRT Jakarta’s consumer purchase decision through the brand image, 7.) The effect of E-WoM on MRT Jakarta’s consumer purchase decision through brand image. Methods of collecting data using survey methods with instruments in the form of questionnaires. The object of this study was 238 Respondents who had used the MRT Jakarta service through the Bundaran HI Station at least once. Data processing and analysis using SPSS version 22 and SEM on the Lisrel device version 8.8. Hypothesis testing results show: 1.) Celebrity endorsement has a significant effect on brand image in MRT Jakarta consumers, 2.) E-WoM has a significant effect on brand image in MRT Jakarta consumers, 3.) Celebrity endorsement has a significant effect on consumer purchase decision on MRT Jakarta consumers, 4.) E-WoM has a significant effect on consumer purchase decision in MRT Jakarta consumers, 5.) Brand image has a significant effect on consumer purchase decision in MRT Jakarta consumers, 6.) Celebrity endorsement has a significant effect on consumer purchase decision through the brand image on MRT Jakarta consumers, 7.) EWoM has a significant effect on consumer purchase decisions through the brand image on MRT Jakarta consumers. Keywords: celebrity endorsement, E-WoM, brand image, consumer purchase decision, public transportation.