Pengaruh Electronic Word of Mouth Terhadap Brand Image Serta Dampaknya Pada Minat Beli (Survei Pada Mahasiswa Universitas Brawijaya Malang Angkatan 2015/2016 Pengguna Smartphone)

Content Provider	COnnecting REpositories (CORE)
Author	Choirul Umamy kandi Kumadji Edy Yulianto
Abstract	The type of research used is explanatory research (explanatory research) with quantitative approach. A sample of 122 respondents who are Student of Brawijaya University Class of 2015/2016 Smartphone Users, and use proportional random sampling techniques. Methods of data collection using questionnaires. Analysis of the data used is descriptive analysis and Path ( Path Analysis) with SPSS. The results of research show that: Electronic Word of Mouth variables has significantly influence on Brand Image variables; Brand Image variables has significantly influence on Purchase Intention variables; Electronic Word of Mouth variables has significantly influence on Purchase Intention variables. Based result above, It can be concluded that the Electronic Word of Mouth affect the Brand Image and Purchase Intention, either directly or indirectly. Thus, Xiaomi must be actively to updating the advantages product and interact with consumers to trigger the electronic word of mouth. Thus making consumers actively participate in providing recommendations and reviews of products
File Format	PDF
Alternate Webpage(s)	https://core.ac.uk/display/123678428
Language	Indonesian
Publisher Date	2016-01-01
Access Restriction	Open
Subject Keyword	Electronic Word of Mouth Brand Image Purchase Intention Minat Beli Indonesia
Content Type	Text
Resource Type	Article