Image of Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Brand Image Dan Minat Beli Pada Produk Sepatu Ventela Di Kota Pekanbaru
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Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Brand Image Dan Minat Beli Pada Produk Sepatu Ventela Di Kota Pekanbaru

Muhammad Farhan ABSRACT
The rapid development of the fashion world has attracted a lot of public attention, especially among teenagers who want to look attractive. Shoes are one of the most famous fashion trends, as evidenced by the creation of various models and types of shoes sold on the market. Therefore, shoe industry companies offer affordable prices, have a good brand image, and are able to provide satisfaction to consumers. This study was conducted to determine the influence of social media marketing and electronic word of mouth on brand image and purchase interest with ventela shoe products in pekanbaru city. The population in this study were all consumers who were interested in making purchases on the Ventela shoe brand who were domiciled in Pekanbaru City with a sample size of 100 people. The data collection technique in this study used a questionnaire with a quantitative method. The analysis tool used in this study was Path Analysis using the SPSS 26 application. The results of the study showed that 1. Social Media Marketing had a positive and significant effect on Brand Image; 2. electronic Word Of Mouth had a positive and significant effect on Brand Image; 3. Social Media Marketing had a positive and significant effect on Purchase Interest; 4. electronic Word Of Mouth has a positive and significant effect on Purchase Interest; 5. Brand Image has a positive and significant effect on Purchase Interest; 6. Brand Image is able to mediate the influence of Social Media Marketing on Purchase Interest; 7. Brand Image is able to mediate the influence of electronic Word Of Mouth on Purchase Interest.

Keywords : Social Media Marketing, electronic Word Of Mouth, Brand Image, Purchase Intention.

Ketersediaan
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Perpustakaan Universitas Riau 2002110931
2002110931
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2002110931
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2002110931
Tipe Isi
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Tipe Media
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Tipe Pembawa
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Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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