PENGARUH EWOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA KONSUMEN BLACKBERRY: STUDI EMPIRIS PADA MAHASISWA DI YOGYAKARTA
The absence of proof that the advent of Blackberry in the smartphone market in Indonesia with superior features such as push e-mail, BBM (Blackberry Messenger), and a variety of social networking applications, which is one of the "main line" of eWOM, and supported by its ability to connect...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/121654/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=61751 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | The absence of proof that the advent of Blackberry in the smartphone market
in Indonesia with superior features such as push e-mail, BBM (Blackberry
Messenger), and a variety of social networking applications, which is one of the
"main line" of eWOM, and supported by its ability to connect to the internet in real
time anywhere and anytime with a cheap and easily have managed it as Top Brand in
the smartphone categories surveyed by Frontier Consulting Group in collaboration
with Marketing magazine as well as making the ruler of the smartphone market share
in Indonesia.
The purpose of this study was to identify the influence of eWOM on purchase
intention and the effect of brand image as a mediating variable in the relationship
between eWOM and purchase intention on bachelor degree student who uses
Blackberry product/brand in Yogyakarta. A total of 125 bachelor degree students who
uses Blackberry product/brand in Yogyakarta have participated in this study. The
results of this study prove that eWOM has a positive effect on purchase intention and
brand image partially mediate the relationship between eWOM and purchase
intention. |
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