Pengaruh Elektronik Word Of Mouth dan Brand Image Terhadap Purchase Intention Pada Konsumen Smartphone Samsung Yang Berbasis Android
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Abstract
Penelitian ini bertujuan untuk menganalisis Pengaruh Elektronik Word Of Mouth dan Brand Image Terhadap Purchase Intention Pada Konsumen Smartphone Samsung Yang Berbasis Android. Penelitian ini termasuk penelitian yang dikategorikan kedalam penelitian pengujian hipotesis. Populasi dari penelitian ini adalah mahasiswa S1 di Fakultas Ekonomi Universitas Negeri Yogyakarta yang menggunakan smartphone android. Teknik pengumpulan data menggunakan kuesioner yang menggunakan metode self-administered survey. Peneliti mengambil sampel 100 mahasiswa S1 Fakultas Ekonomi Universitas Negeri Yogyakarta, yang menggunakan smartphone Samsung yang berbasis android. Pengambilan sampel dalam penelitian ini menggunakan nonprobability sampling. Teknik analisis yang digunakan adalah menggunakan uji validitas reliabilitas, korelasi, regresi berganda, dan uji hipotesis dengan menggunakan program SPSS versi 22.
Hasil penelitian berdasarkan regresi berganda menunjukkan bahwa : (1) elektronik word of mouth berpengaruh positif pada purchase intention pada konsumen smartphone Samsung yang berbasis android dengan koefisien sebesar 0,327. (2) Brand image berpengaruh positif terhadap purchase intention pada konsumen smartphone Samsung yang berbasis android dengan koefisien sebesar 0,278.
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