PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTIONS DENGAN BRAND EQUITY DAN BRAND TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK HANDMADE DI MEDIA SOSIAL INSTAGRAM
| Main Authors: | Rahmanisa, Riani, Lizar, Alfansi |
|---|---|
| Format: | Thesis NonPeerReviewed Archive |
| Bahasa: | eng |
| Terbitan: |
, 2016
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| Subjects: | |
| Online Access: |
http://repository.unib.ac.id/15703/1/SKRIPSI.pdf http://repository.unib.ac.id/15703/ |
Daftar Isi:
- ABSTRACT- This study aimed to determine the influence Electronic word of mouth to purchase intentions, Brand equity and Brand trust as mediations variable of handmade product on social media instagram. The samples of this research are 120 respondents who hand an experience searching an information about handmade producton social media instagram. Validity of the data used in this research stated with value > 0,177 and reliable with an alpha value > 0.06. Analysis method used in this research is regression method to tested two hypothesis. The results of this research shows that there is significans influence between Electronic word of mouth to purchase intentions, Electronic word of mouth to brand equity ̧ Electronic word of mouth to brand trust, significans influence between Brand equity to purchase intentions and significans influence between Brand trust to purchase intentions. And there is a full mediation of Brand equity and Brand trust affecting the Electronic word of mouth to purchase intentions on handmade product promoted in social media instagram. Keywords: electronic word of mouth, purchase intentions, brand equity, brand trust