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The effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention
This study is aimed to investigate the extent to which electronic word of mouth (eWOM) influence brand image and purchase intention. Further, other variables employed in this study are message source credibility and information quality. These variables are employed to explore the influence of eWOM to brand image and purchase intention by simultaneously involving message source credibility and information quality as an independent variables. Message source credibility and information quality become important thing, because they can affect persuasion of customers. The research type is explanatory research with quantitative approach. The sampling technique used in this study was purposive sampling. The model was tested empirically using sample of 138 members of MIUI Indonesia Fansite. Analysis data technique in this study use Generalized Structured Component Analysis (GSCA) to examine the effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. The results showed that electronic word of mouth, message source credibility, information quality have positive and significant effect on brand image and purchase intention
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| EJK 2001 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Surabaya: Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya |
|---|---|
| Edisi | - |
| Subjek | Brand image Purchase intention Information electronic eord of mouth message source credibility |
| ISBN/ISSN | 14110393 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |