Impact of social electronic word of mouth and brand attitude towards purchase intention of Xiaomi smartphone in Indonesia

Alverina, Clara (2019) Impact of social electronic word of mouth and brand attitude towards purchase intention of Xiaomi smartphone in Indonesia. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

From the rapid change of technology also the use of internet worldwide, communication between people to people has been reshaped. From the interpersonal communication become virtual way of communication called electronic word of mouth. Even now people use social media to communicate. This study is inspired from the previous research study that seeks about the use of social eWOM and brand attitude impact to purchase intention. This research is conducted to understand purchase intention of Xiaomi smartphone using social electronic word-of-mouth and brand attitude in Indonesia. This research is using quantitative method of study. The total numbers of respondents are 150 people who are more than 17 years old, social media user, live in Indonesia and know Xiaomi. In order to participate in this research, the respondents must fill out the questionnaire given by researcher using google form. Researcher use Structural Equation Modeling with LISREL 8.8 as the analytical tool in this study. This study finds that (1) Social Electronic Word-of-Mouth has significant impact on Brand Attitude, (2) Brand Attitude significantly impact Purchase Intention and (3) Social Electronic Word-of-Mouth has positively impact Purchase Intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Social eWOM, Brand Attitude, Purchase Intention, Theory of Planned Behavior.
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6466 not found.
Date Deposited: 29 Jan 2019 11:17
Last Modified: 29 Jan 2019 11:17
URI: http://repository.wima.ac.id/id/eprint/17294

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