Impact of electric word of mouth and brand attitude towards purchase intention of Apple Smartwatch in Surabaya

Krisnayakti, Brahma (2019) Impact of electric word of mouth and brand attitude towards purchase intention of Apple Smartwatch in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this digital era there have been social changes in society, where everything has become digital. Previously people had to meet each other first to communicate or share experience. But now because of technology people can communicate anywhere and anytime even with people they don't know. This research was inspired by previous research which raised the topic of the impact of eWOM and Brand Attitude on Purchase Intention. This research is to understand Purchase Intetion on Apple Smartwatch using eWOM and Brand Attitude in Surabaya. This research uses quantitative research methods, with a total of 150 respondents aged 17 years or more. Respondents must fill out a questionnaire contained in the google form that has been shared through social media. This study uses LISREL Structural Equation Modeling as an analysis tool. This study found that (1) eWOM significantly affected Brand Attitude, (2) Brand Attitude is also positive and significantly affects Purchase Intetion, (3) eWOM also directly and positively affects Purchase Intention.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: eWOM, brand attitude , purchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 7196 not found.
Date Deposited: 12 Jul 2019 09:06
Last Modified: 12 Jul 2019 09:06
URI: http://repository.wima.ac.id/id/eprint/19035

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