Sri Ajeng Cindawangi, - (2024) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP ONLINE PURCHASE INTENTION MELALUI BRAND IMAGE: Survei Pada Pengguna Aplikasi Booking.com. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana electronic word of mouth berpengaruh terhadap online purchase intention dan brand image di aplikasi Booking.com. dalam penelitian ini menggunakan variabel bebas yaitu Electronic Word of Mouth yang terdiri dari 3 dimensi: source expertise, valance, dan content. Brand Image sebagai variabel mediasi memiliki 3 dimensi: favorability, strength, dan uniqueness. Online Purchase Intention sebagai variabel terikat mencakup 3 dimensi yaitu attention, trust, interest. Penelitian ini menggunakan explanatory survey dengan sampel 280 responden pada pengguna aplikasi Booking.com. Data analisis menggunakan Structural Equation Modeling (SEM) dan Confirmatory Factor Analysis (CFA) untuk memvalidasi kesesuaian item kuisioner, kesesuaian model dan hipotesis yang diajukan. Hasil penelitian menunjukan bahwa secara simultan ada pengaruh signifikan electronic word of mouth terhadap online purchase intention yang dimediasi oleh brand image. Secara parsial electronic word of mouth berpengaruh signifikan terhadap brand image dan online purchse intention. Pada brand image memiliki pengaruh signifikan terhadap online purchase intention, sehingga brand image dapat berperan sebagai mediasi. Peneliti merekomendasikan peningkatan electronic word of mouth untuk meningkatkan brand image dan online purchase intention pada aplikasi Booking.com. This research aims to find out how electronic word of mouth influences online purchase intention and brand image on the Booking.com application. In this research, the independent variable is used, namely Electronic Word of Mouth, which consists of 3 dimensions: source expertise, valance, and content. Brand Image as a mediating variable has 3 dimensions: favorability, strength, and uniqueness. Online Purchase Intention as a dependent variable includes 3 dimensions, namely attention, trust, interest. This research uses an explanatory survey with a sample of 280 respondents who use the Booking.com application. Data analysis uses Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) to validate the suitability of questionnaire items, suitability of the model and hypothesis proposed. The research results show that simultaneously there is a significant influence of electronic word of mouth on online purchase intention which is mediated by brand image. Partially, electronic word of mouth has a significant effect on brand image and online purchase intention. Brand image has a significant influence on online purchase intention, so brand image can play a mediating role. Researchers recommend increasing electronic word of mouth to increase brand image and online purchase intention on the Booking.com application.
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Yeni Yuniawati: 6146618 Rijal Khaerani: 6722119 |
| Uncontrolled Keywords: | Electronic Word Of Mouth, Brand Image, Online Purchase Intention, Aplikasi Booking.com Electronic Word Of Mouth, Brand Image, Online Purchase Intention, Booking.com Application |
| Subjects: | H Social Sciences > HF Commerce T Technology > TX Home economics |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Sri Ajeng Cindawangi |
| Date Deposited: | 11 Oct 2024 07:25 |
| Last Modified: | 11 Oct 2024 07:25 |
| URI: | http://repository.upi.edu/id/eprint/127388 |
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