Pengaruh Keinginan Untuk Mencari Variasi, Atribut Produk, Promosi, dan Harga Terhadap Perpindahan Merk Dari Aplikasi SnapChat kepada InstaGram (Studi Pada Para Mahasiswa di Purwokerto)

  • Muliawan Hamdani STIE Bank BPD Jateng
  • Rahmi Yuliana STIE Bank BPD Jateng
Keywords: online brand image, service standard communication, word of mouth, brand comitmen

Abstract

Abstrak

penelitian ini adalah untuk mengetahui Bagaimana pengaruh online brand image, service standard communication, word of mouth terhadap Brand Comitment  pada situs toko online Shopee di Kota Semarang serta pengaruh Brand Comitment terhadap Online Buying Intention. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah  snowball dengan menggunakan rumus slovin sebanyak 100 orang.  Metode pengumpulan data dengan kuesioner yang disebar secara online. Pada penelitian ini online buying intention, service standard communication, word of mouth  dipengaruhi secara signifikan oleh brand commitment Brand commitment menjadi mediasi pengaruh online brand image, service standard communication dan word of mouth terhadap online buying intentions

 

Abstract

This study is to determine how the influence of online brand image, service standard communication, word of mouth on Brand Commitment on Shopee's online shop site in Semarang City and the influence of Brand Commitment on Online Buying Intention. The sampling technique used in this study was a snowball using the Slovin formula as many as 100 people. The data collection method used was a questionnaire distributed online. In this study, online buying intention, service standard communication, word of mouth are significantly influenced by brand commitment. Brand commitment is the mediation of the influence of online brand image, service standard communication and word of mouth on online buying intentions.

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Author Biographies

Muliawan Hamdani, STIE Bank BPD Jateng

STIE Bank BPD Jateng

Rahmi Yuliana, STIE Bank BPD Jateng

Lecture of  STIE Bank BPD Jateng

Published
2021-06-25
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