| dc.contributor.advisor | S, SUSANTO | |
| dc.contributor.author | NUGROHO, DWI PRASETYO | |
| dc.date.accessioned | 2016-10-27T07:51:58Z | |
| dc.date.available | 2016-10-27T07:51:58Z | |
| dc.date.issued | 2016-10 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/5469 | |
| dc.description | Penelitian ini bertujuan untuk menguji pengaruh eWOM, citra merek dan kepercayaan merek terhadap minat beli produk smartphone Xiaomi. Penelitian ini dikategorikan sebagai penelitian survei, dimana instrument penelitian ini berupa kuesioner. Populasi dalam penelitian ini adalah mahasiswa Universitas Muhammadiyah Yogyakarta yang menggunakan smartphone Xiaomi. Sampel sebanyak 392 responden yang ditentukan dengan teknik purposive sampling dan dianalisis menggunakan program SPSS Version 21.
Berdasarkan analisis data, secara simultan eWOM, citra merek dan kepercayaan merek berpengaruh terhadap minat beli. Secara parsial, eWOM, citra merek dan kepercayaan merek berpengaruh terhadap minat beli. | en_US |
| dc.description.abstract | The purpose of this study was to analyze the influence of eWOM, brand image and brand trust to purchase intention product of smartphone Xiaomi. This study was a survey research, where the instrument of this research is questionnaire. The population of this research is the student University of Muhammadiyah Yogyakarta who is using the smartphone Xiaomi. The sample of this research is 392 respondents using purposive sampling method and the researched using SPSS Version 21 to analyze.
The result of this study, eWOM, brand image and brand trust has significant simultaneous to purchase intention. The result of this study eWOM, brand image and brand trust has significant partially to purchase intention. | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | FAKULTAS EKONOMI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | EWOM | en_US |
| dc.subject | BRAND IMAGE | en_US |
| dc.subject | BRAND TRUST | en_US |
| dc.subject | PURCHASE INTENTION | en_US |
| dc.title | ANALISIS PENGARUH eWOM, CITRA MEREK, KEPERCAYAAN MEREK TERHADAP MINAT BELI PRODUK SMARTPHONE XIAOMI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.title.alternative | ANALYSIS THE INFLUENCE OF EWOM, BRAND IMAGE, BRAND TRUST TO PURCHASE INTENTION PRODUCT OF SMARTPHONE XIAOMI ON COLLEGE STUDENT UNIVERSITY OF MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.type | Thesis
SKR
FE
483 | en_US |
