ANALISIS FAKTOR YANG MEMPENGARUHI MINAT PEMBELIAN MILENIAL TERHADAP LOCAL COFFEE SHOP

Agustina Fitrianingrum, Michael Angga

Abstract


Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh dari electronic word of mouth dan brand image dengan purchase intention local coffee shop kaum milenial di Batam, Indonesia. Metode penelitian dari penelitian ini adalah convenience sampling dengan structural equation modeling untuk analisa electronic word of mouth, brand image terhadap variabel dependen (purchase intention). Hasil dari penelitian ini menunjukkan electronic word of mouth  berpengaruh signifikan positif terhadap brand image dan purchase intention. Electronic word of mouth memiliki hubungan signifikan positif langsung terhadap purchase intention. Penelitian ini dapat menjadi acuan untuk meningkatkan daya saing kopi tiam local di Batam..


Keywords


Electronic word of mouth, brand image, purchase intention

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DOI: https://doi.org/10.33373/dms.v8i3.2215

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