Analisis Pengaruh Kesadaran Merek, E-Wom, dan Harga yang Dipersepsikan terhadap Niat Pembelian Croffle Dear Butter
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah kesadaran merek, e-WOM, dan harga yang dipersepsikan memiliki pengaruh terhadap niat pembelian. Teknik pengambilan sampel dilakukan dengan purposive sampling. Kuesioner disebarkan pada 100 responden yang merupakan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Metode penelitian ini menggunakan uji validitas, uji reliabilitias, uji koefisien determinasi, uji predictive relevance, uji path coefficient, uji signifikansi, effect size, dan uji hipotesis. Program yang digunakan untuk melakukan analisis data adalah SmartPLS 3. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif dan signifikan dari variabel kesadaran merek, e-WOM, dan harga yang dipersepsikan terhadap niat pembelian.
This study aims to determine whether brand awareness, e-WOM, and perceived price have an influence on purchase intention. The sampling technique was carried out by purposive sampling. Questionnaires were distributed to 100 respondents who are students of the Faculty of Economics and Business, Tarumanagara University. This research method uses validity test, reliability test, coefficient of determination test, predictive relevance test, path coefficient test, significance test, effect size, and hypothesis testing. The program used to analyze the data is SmartPLS 3. The results of this study indicate that there is a positive and significant effect of the variables brand awareness, e-WOM, and perceived price on purchase intention.
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