Image of Pengaruh Electronic Word Of Mouth (EWOM) dan Citra Merek terhadap Niat Beli Konsumen pada Tiktok Shop (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau)
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Pengaruh Electronic Word Of Mouth (EWOM) dan Citra Merek terhadap Niat Beli Konsumen pada Tiktok Shop (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau)

This study aims to determine and analyze the effect of electronic word of mouth and brand image on consumer purchase intention on TikTok shop (case study of students of the faculty of economics and business, universitas islam riau). The sampling technique in this study was a Purposive Sampling approach, which is based on certain criteria so that a total sample of 110 respondents was obtained. The data collection technique in this study used a questionnaire distributed to students. The data analysis technique in this study used multiple linear regression analysis using SPSS 25. The results of this study indicate that electronic word of mouth and brand image have a positive and significant effect on consumer purchase intention on TikTok shop (case study of students of the faculty of economics and business, University of Islam Riau).

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Manajemen (Fakultas Ekonomi dan Bisnis) Manajemen 658.8342 Pra p
245585
Available but not for loan - ETD
Detail Information
Call Number
Manajemen 658.8342 Pra p
Language
Indonesia
NPM
205210222
Publisher
Manajemen : Universitas Islam Riau.,
Keyword(s)
Brand Image
Purchase Intention
Electronic word of mouth
Other Information
Petugas
Uthi Kurnia
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No other version available

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