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