Anggara, Aditya (2023) Pengaruh e-wom terhadap purchase intention melalui brand image dan trust pada onix fragrance / Aditya Anggara. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
This study investigated the impact of electronic word-of-mouth (e-WOM) on purchase intention among potential consumers of ONIX Fragrance considering the mediating factors of brand image and trust. The study used a convenience sampling technique and an explanatory approach with 225 participants. The data was analyzed using Structural Equation Model (PLS-SEM) with WarpPLS 7.0. The results showed that e-WOM has a positive and significant impact on trust purchase intention and brand image. Brand image also has a positive and significant impact on purchase intention and trust. Trust also has a positive and significant impact on purchase intention at ONIX Fragrance. Additionally trust mediates the relationship between brand image and purchase intention brand image mediates the relationship between e-WOM and purchase intention and trust mediates the relationship between e-WOM and purchase intention. The study recommends that ONIX Fragrance improve its brand reputation number of favorable reviews and trust in order to increase purchase intent.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| 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 2025 01:40 |
| URI: | http://repository.um.ac.id/id/eprint/328179 |
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