PENGARUH ELECTRONIC WORD OF MOUTH DAN NEGARA ASAL TERHADAP MINAT BELI HELM ZEUS DENGAN CITRA MEREK SEBAGAI INTERVENING (Studi pada Followers Instagram Juragan Helm)

Sonny Wicaksono, Justis (2019) PENGARUH ELECTRONIC WORD OF MOUTH DAN NEGARA ASAL TERHADAP MINAT BELI HELM ZEUS DENGAN CITRA MEREK SEBAGAI INTERVENING (Studi pada Followers Instagram Juragan Helm). Fakultas Ekonomi, Universitas Negeri Jakarta.

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Abstract

The purpose of this research are: 1) To determine whether EWOM affect significantly to purchase intention of zeus product. 2) To determine whether country of origin affect significantly to purchase intention of zeus product. 3) To determine whether EWOM affect significantly to brand image of zeus product. 4) To determine whether country of origin affect significantly to brand image of zeus product. 5) To determine whether brand image affect significantly to purchase intention of zeus product. 6) To determine whether EWOM affect purchase intention through brand image as intervening variable at zeus product. 7) To determine whether country of origin affect purchase intention through brand Image as intervening variable at zeus product. in order to collecting data, this study using survey with questionnaire as it’s instrument. Subject of this study is 232 respondents who have follow instagram Juragan Helm. To analyze and process the data, this study use Structural Equation Modelling (SEM) technique with software AMOS SEM v22 and SPSS Version 25 The sampling technique used in this research is purposive sampling. The results of the study found that: 1) EWOM had an effect on brand image. 2) EWOM had an effect on purchase intention. 3) country of origin had an effect on brand image. 4) country of origin had an effect on purchase intention. 5) Brand image had an effect on purchase intention. 6) brand image is a mediation between EWOM and purchase intention. 7) brand image is mediation between the country of origin and purchase intention.

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