PENGARUH EWOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA KONSUMEN BLACKBERRY: STUDI EMPIRIS PADA MAHASISWA DI YOGYAKARTA

• Main Authors: , DEBBY WINANDA.W, , Risa Virgosita, SE., M.Sc.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• 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
• Institution: Universitas Gadjah Mada

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.