Kiswara, Ahmad Ndaru (2023) <p style=\"text-align: justify;\">Analysis the effect of e-wom on purchase intention through brand image and perceived risk on karen\'s diner restaurant social media content audiences in Indonesia / Ahmad Ndaru Kiswara</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
p style text-align justify This research was carried out because now more businesses are targeting their marketing through social media and have an unique differentiation even don t hesitate to challenge the existing local culture. The research was conducted using a quantitative method using descriptive analysis techniques and PLS-SEM. The population is residents of Jakarta and Bali while the sample used is 200 target markets from Karen s Diner Restaurant filtered by purposive sampling and recorded through a 5-scale Likert questionnaire. The results showed that the direct and indirect effects of all variables had no significant effect except for two relationships namely brand image on purchase intention and e-WOM on perceived risk. The insignificant results are probably due to the age habits and characteristics of the majority of respondents who make e-WOM not a determinant of perception or purchase intention for them. As a suggestion for Karen s Diner Restaurant management add attention to the consumer s brand image because that is what influences purchases and also encourages consumers to be more willing recommend products to others. /p
| Item Type: | Thesis (Diploma) |
|---|---|
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 03 Jan 2023 04:29 |
| Last Modified: | 09 Sep 2023 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/328178 |
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