PENGARUH ELECTRONIC WORD-OF-MOUTH DAN COUNTRY IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK SMARTPHONE ASUS Survey pada: Pengunjung ITC Roxy Mas

RAHAYU, INDAH SARI (2019) PENGARUH ELECTRONIC WORD-OF-MOUTH DAN COUNTRY IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK SMARTPHONE ASUS Survey pada: Pengunjung ITC Roxy Mas. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Indah Sari Rahayu, 2019; The Effect of Electronic Word-Of-Mouth (E-Wom) and Country Image on Purchase Intention of Smartphone ASUS. Thesis, Jakarta: Marketing Management Concentration, Study Program S1 Management, Faculty of Economics, State University of Jakarta. Counselor Team: Setyo Ferry Wibowo, SE., M.Si & Ika Febrilia, S.E, M.M The purpose of this research are to determine whether the effect of electronic word-of-mouth on purchase intention and the effect of country image on purchase intention of consumers to smartphone ASUS. Methods ofdata collection using survey method with the instrument in the form of questionnaire. The sample of this study are 150 respondents who visitor of ITC Roxy Mas Mall and have intention to purchase ASUS smartphone. Technical analysis of data using SPSS version 22 to process and analyze results of data research. The results of this study are electronic word-of-mouth are positively and significantly effects to purchase Intention and country image are positively and significantly effects to purchase Intention Keywords: Electronic Word-Of-Mouth (E-Wom), Country Image, Purchase Intention, Smartphone, ASUS.

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