Sarah Nurul Izzah, - (2025) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP ONLINE PURCHASE INTENTION MELALUI BRAND IMAGE: Survei terhadap Anggota Komunitas MLBB Indonesia di Facebook terhadap Smartphone Poco. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Online Customer Review terhadap Online Purchase Intention melalui Brand Image terhadap Anggota Komunitas MLBB Indonesia di Facebook terhadap Smartphone Poco. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah explanatory survey, dengan menggunakan metode penarikan sampel simple random sampling sehingga ukuran sampel sebanyak 346 responden yang merupakan anggota komunitas MLBB Indonesia di Facebook. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Hasil temuan pada penelitian ini menemukan bahwa gambaran Online Customer Review, Brand Image dan Online Purchase Intention berada pada kategori tinggi. Online Customer Review dan Brand Image memiliki pengaruh signifikan terhadap Online Purchase Intention. Temuan ini menunjukkan bahwa penerapan Online Customer Review melalui Brand Image akan mendorong Online Purchase Intention terhadap anggota komunitas MLBB Indonesia di Facebook terhadap smartphone Poco. Berdasarkan hasil penelitian, peneliti merekomendasikan agar dapat mempertahankan dan meningkatkan Online Purchase Intention melalui program-program komunitas yang melibatkan pelanggan agar mampu meningkatkan minat beli terhadap Poco. This research aims to obtain an overview and the influence of Online Customer Review on Online Purchase Intention through Brand Image among MLBB Indonesia Community Members on Facebook for Poco Smartphone. This research employed a descriptive and verificative research design with a quantitative approach. The sampling method used in this research was explanatory survey, by using simple random sampling method with a sample size of 346 respondents who were members on MLBB Indonesia Community on Facebook. The data was statistically processed using the Structural Equation Modelling (SEM) method with the AMOS for Windows program. The findings of this research revealed that the overall picture of Online Customer Review, Brand Image, and Online Purchase Intention was categorized as high. Both Online Customer Review and Brand Image had a significant influence on Online Purchase Intention. These findings indicate that the implementation of Online Customer Review through Brand Image will encourage Online Purchase Intention of MLBB Indonesia community members on Facebook towards Poco smartphone. Based on the research results, the researcher recommends maintaining and enhancing Online Purchase Intention through community programs that involve customers in order to increase buying interest in Poco.
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S_MBS_2103781_Title.pdf Download (1MB) |
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S_MBS_2103781_Chapter1.pdf Download (475kB) |
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S_MBS_2103781_Chapter2.pdf Restricted to Staf Perpustakaan Download (800kB) |
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S_MBS_2103781_Chapter3.pdf Download (757kB) |
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S_MBS_2103781_Chapter4.pdf Restricted to Staf Perpustakaan Download (2MB) |
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S_MBS_2103781_Chapter5.pdf Download (88kB) |
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S_MBS_2103781_Appendix.pdf Restricted to Staf Perpustakaan Download (7MB) |
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?hl=en&user=ZRCJzl0AAAAJ ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Bambang Widjajanta : 5984870 |
| Uncontrolled Keywords: | Ulasan Pelanggan Daring, Citra Merek, Minat Pembelian Daring Online Customer Review, Brand Image, Online Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Sarah Nurul Izzah |
| Date Deposited: | 17 Feb 2025 02:08 |
| Last Modified: | 17 Feb 2025 02:08 |
| URI: | http://repository.upi.edu/id/eprint/130835 |
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