PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)

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Telkom 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]

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Description

This 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.

Subject

Business and Management; Social Sciences

	1 File
	file kuesioner.tab Tabular Data - 23.7 KB - Mar 30, 2022 - 57 Downloads 16 Variables, 400 Observations - UNF:6:nqPBTImGFgo+Y3YWZpbwXw==	Access File Download Options Original File Format (MS Excel Spreadsheet) Tab-Delimited RData Format Variable Metadata Data File Citation RIS EndNote XML BibTeX

Citation Metadata

Dataset Persistent ID	doi:10.34820/FK2/TA0W4B
Publication Date	2022-03-30
Title	PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)
Author	Telkom University, ADHI PRASETIO (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))
Contact	Use email button above to contact. Telkom University, ADHI PRASETIO (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))
Description	This 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.
Subject	Business and Management; Social Sciences
Depositor	Telkom University, ADHI PRASETIO
Deposit Date	2022-03-28

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