Hidalgo Rizqita Rey, Kevin (2024) PENGARUH E-WOM DAN CITRA MEREK TERHADAP MINAT BELI PADA CAFE SANDWICH ATTACK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is intended to determine the value of the influence on EWoM and Brand Image on Purchase Intention in sandwich attack cafes using the Electronic Word of Mouth (E-WoM) theory. This study uses a quantitative research method with a data collection technique using a Ordinal scale with data validity testing using validity, reliability, determination, data normality tests, T-tests, and multiple linear regression analysis. The results of the test that the researcher has conducted show that the calculated t value is 3.382 > t table 1.292 with a significant value of 0.048 < 0.05 which means that the E-WOM variable has a positive influence on the buying interest of Sandwich Attack Cafe consumers. Meanwhile, the test results of the variable obtained a calculated t-value of 5.668 > table t 0.176 and a significant value of 0.001 < 0.05 which means that the value significantly has a positive influence on the buying interest variable. So that it can be concluded that the influence of E-WOM and Brand Image on Purchase Intention produces an analysis value in the form of a t-value of the X1 variable (E-WOM) 3.382 > t table 1.292 with a significant value of 0.048 < 0.05 which means that the EWOM variable has a positive influence on the Purchase Intention of Sandwich Attack Cafe consumers. Meanwhile, for the X2 variable (Brand Image), a t-value of 5.668 > t table 0.176 and a significant value of 0.001 < 0.05 which means the value of This significantly has a positive influence on the Purchase Intention variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dilaksanakannya penelitian ini dimaksudkan agar mengetahui nilai pengaruh pada EWoM dan Brand Image terhadap Purchase Intention pada kafe sandwich attack Menggunakan teori Electronic Word of Mouth (E-WoM). Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik pengambilan data menggunakan skala Ordinal dengan pengujian keabsahan data menggunakan uji validitas, reliabilitas, determinasi, normalitas data, uji-T, dan analisis regresi linier berganda. Hasil pengujian yang telah peneliti lakukan memperlihatkan bahwa nilai t hitung sebesar 3,382 > t tabel 1,292 dengan nilai signifikan 0,048 < 0,05 yang berarti variabel E-WOM memiliki pengaruh positif terhadap minat beli konsumen Kafe Sandwich Attack. Sementara itu Hasil pengujian variabel yang diperoleh nilai t hitung sebesar 5,668 > t tabel 0,176 dan nilai signifikan 0,001 < 0,05 yang berarti nilai tersebut secara signifikan memberi pengaruh positif atas variabel minat beli. Sehingga dapat ditarik kesimpulan adanya pengaruh E-WOM dan Brand Image terhadap Purchase Intention menghasilkan nilai analisis berupa nilai t hitung variabel X1 (E-WOM) 3,382 > t tabel 1,292 dengan nilai signifikan 0,048 < 0,05 yang berarti variabel E-WOM memiliki pengaruh positif terhadap Purchase Intention konsumen Kafe Sandwich Attack. Sedangkan, untuk variabel X2 (Brand Image) diperoleh nilai t hitung sebesar 5,668 > t tabel 0,176 dan nilai signifikan 0,001 < 0,05 yang berarti nilai tersebut secara signifikan memberi pengaruh positif terhadap variabel Purchase Intention. | |||||||||
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Purchase Intention. E-WOM, Citra Merek, Minat Beli | |||||||||
| Subjects: | Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Kevin Kevin Hidalgo Rizqita Rey Rey | |||||||||
| Date Deposited: | 27 Feb 2025 02:58 | |||||||||
| Last Modified: | 27 Feb 2025 02:58 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47224 |
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