Pengaruh E-WOM pada Media Sosial YouTube terhadap Brand Attitude dan Purchase Intention pada Toyota All New Avanza

Studi Kasus di Kota Bandung

Authors

  • Muhammad Rafi Argyatama
  • Teguh Widodo Telkom University

DOI:

https://doi.org/10.25124/jibr.v1i1.6452

Keywords:

electronic word of mouth, brand attitude, purchase intention

Abstract

ak Penelitian ini bertujuan untuk menyelidiki bagaimana pengaruh electronic word of mouth dari video review Toyota All New Avanza pada media sosial Youtube tersebut dengan brand attitude dan purchase intention. Metode kuantitaif digunakan untuk menguji hubungan sebab-akibat dari variabel-variabel yang membentuk model persamaan sturktural. Survei dengan lima skala likert digunakan dalam pengumpulan data primer. Convenience Sampling dengan teknik non-probability sampling digunakan dalam mengumpulkan 350 responden dengan menyebarkan kuesioner secara online kepada masyarakat yang tertarik membeli Toyota All New Avanza terutama di kota Bandung. Hasil penelitian menyatakan bahwa electronic word of mouth berpengaruh signifikan terhadap brand attitude, electronic word of mouth juga berpengaruh teradap purchase intention, dan brand attitude juga dapat berpengaruh signifikan terhadap purchase intention

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Published

2023-09-29

Issue

Vol. 1 No. 1 (2023): September 2023

Section

Articles

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