PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)doi:10.34820/FK2/TA0W4BTelkom University Dataverse2022-03-301Telkom University, ADHI PRASETIO, 2022, "PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)", https://doi.org/10.34820/FK2/TA0W4B, Telkom University Dataverse, V1, UNF:6:nqPBTImGFgo+Y3YWZpbwXw== [fileUNF]PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)doi:10.34820/FK2/TA0W4BTelkom University, ADHI PRASETIOTelkom University DataverseTelkom University, ADHI PRASETIOTelkom University, ADHI PRASETIO2022-03-28Business and ManagementSocial SciencesThis study aims to determine how the influence of Electronic Word of Mouth (eWOM) on Youtube social media on Purchase intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with the aim of research being descriptive, the type of research is causal, the data collection technique used in this study is non-probability sampling, and the data collection method is cross sectional. In this study the population used in this study were smartphone users in Bandung. The population in this study are smartphone users in Bandung who use social media Youtube. The sampling technique uses the Cochran formula so that a minimum sample size of 385 respondents is determined and the valid respondent research is 400 respondents. The data analysis technique is a multivariate technique through the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings from this study indicate that there is an effect of eWOM on Brand Attitude, eWOM has no effect on purchase intention, brand attitude has a significant effect on purchase intention and Brand attitude mediates eWOM on purchase intention of Samsung brand smartphones on social media Youtube.CC0 Waiverfile kuesioner.tab40016text/tab-separated-valuesUNF:6:nqPBTImGFgo+Y3YWZpbwXw==Ewom10.92641208345472552.05.0.0.04.23754.0400.0UNF:6:Jlo8ehsGWYHXXXvi/4C/kw==Ewom24.2255.0400.0.1.00.92276961339139060.04.0UNF:6:VTAz8rs1jXqS88XSmPabHw==Ewom34.27.0.98718607205132871.00.0400.05.05.0UNF:6:KBgBTrQ6bhqA6XK56yFMig==Ewom4.1.00.9577542654996145.04.2400.04.00.0UNF:6:icqcfFDdjEf9EgnGDEzRcQ==TOTALEWOM3.52690251543524626.0.0.0400.016.93249999999999720.018.0UNF:6:WodVJvQFtRT3RO59pRYCeQ==FNaNNaN.0.0NaN400.0NaNNaNUNF:6:ZVo+8EZanzD93yX03eDBmg==BA11.069393639822234.00.0400.05.01.03.852500000000001.UNF:6:AuJdgDQ/5NJnUXovuztpig==BA21.07796336326024061.04.0299999999999995.0.400.04.00.0UNF:6:co4mmuMrnvcQJdDjGjkOTA==BA35.00.99087313715472270.0400.01.04.0.4.025UNF:6:A2jlr4C3VwXA6J/Z/efvng==BA40.98458036555712460.04.0.5.0400.04.0551.0UNF:6:mr/b7g1WSRGYt8woHysQFw==TOTALBA400.0.4.020.017.00.03.815427560401549315.962499999999997UNF:6:O3v0zI97153e5BSgjHguRg==L0.0NaN400.0NaNNaNNaNNaN.UNF:6:ZVo+8EZanzD93yX03eDBmg==PI1400.04.0.0.03.975.01.01.061563607718861UNF:6:8ryWPctyAjvSiJDFpO+Gtg==PI24.0400.0.5.00.04.02751.05095433417980841.0UNF:6:DzR9N37MycCv/GEc5xg9XQ==PI3400.04.01.05.0.0.04.13251.0235050838376933UNF:6:fReQ2lYUj/n2NvwbrqxOvA==TOTALPI13.03.0400.012.1299999999999990.0.2.93933653196096515.0UNF:6:tz7pu6P4vQzeHKDtjMzFbQ==