PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAN D AWARENESS TERHADAP MINAT BELI (SURVEI PADA PENGUNJUNG STEAKHOTE BY HOLYCOW)

AJI, SUTOMO SAKTI (2015) PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAN D AWARENESS TERHADAP MINAT BELI (SURVEI PADA PENGUNJUNG STEAKHOTE BY HOLYCOW). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Sutomo Sakti Aji. The Influence of Electronic Word of Mouth and Brand Awareness toward Purchase Intention (The Survey on Steakhotel by Holycow visitors). Bachelor Thesis, Jakarta : Marketing Management Concentration, Bachelor Extension Program, Department of Management, Faculty of Economics, State University of Jakarta, 2015. The purposes of this research were: (1). To describe out the influence of Electronic Word of Mouth on Purchase Intention on Steakhotel by Holycow. (2). To describe out the influence of Brand Awareness on Purchase Intention on Steakhotel by Holycow. (3). To describe the influence of Electronic Word of Mouth and Brand Awareness simultaneously on purchase intention on Steakhotel by Holycow. The sample in this research is the visitors who knew Holycow Steakhotel restaurant, they who had felt it before on other places, and they who have first time come to Holycow Steakhotel to try. The number of samples in this study were 100 respondent, the research using non-probability technique and using purposive sampling method. This study uses a quantitative method with multiple regression analysis techniques, and using SPSS as data analysis tools. The test result showed : (1). The Electronic word of Mouth has significance influence on Purchase Intention with a significance value of 0.000 and t value is 4.252. (2). Brand Awareness has significance influence on Purchase Intention with significance value of 0.000 and t value is 11.136. (3). Electronic Word of Mouth and Brand Awareness simultaneously has significance influences on Purchase Intention with significance value of 0.000 and Fhitung value is 150.549. The result of determination analysis is showed that Electronic Word of Mouth has determination value at 45.1% on Purchase Intention, Brand Awareness has determination value at 71.1% on Purchase Intention and Electronic Word of Mouth and Brand Awareness has determination value at 75.6% on Purchase hitung Intention. Keywords: Electronic Word of Mouth, Brand Awareness and Purchase Intention

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, SE, MM ., Pembimbing II: Agung Kresnamurti RP, ST, MM
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perencanaan dan Strategik (Planning and Strategic Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 22 Jan 2018 08:27
Last Modified: 22 Jan 2018 08:27
URI: http://repository.fe.unj.ac.id/id/eprint/2710

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