CD Tesis

Pengaruh Electronic Word Of Mouth Dan Persepsi Harga Terhadap Citra Merek Dan Repurchase intention Mobil Merek Suzuki New Carry Pick Up di Kota Pekanbaru

---

Suzuki New Carry Pick Up has competitive sales, although the price exceeds competitors and there are some disadvantages, it has a series of advantages that attract users with a good brand image so that repeat purchases occur. This study aims 1) to analyse the effect of electronic word of mouth on the brand image of the suzuki new carry pick up car, 2) to analyse the effect of price perception on the brand image of the suzuki new carry pick up car. 3) to analyse the effect of electronic word of mouth on repurchase intention of suzuki new carry pick up car. 4) to analyse the effect of price perception on repurchase intention of suzuki new carry pick up car. 5) to analyse the effect of brand image on the repurchase intention of the suzuki new carry pick up car. 6) to analyse the effect of electronic word of mouth on repurchase intention of suzuki new carry pick up car through brand image. 7) to analyse the effect of price perception on repurchase intention of suzuki new carry pick up car through brand image.
The population in this study were all buyers of Suzuki New Carry Pick Up in Pekanbaru City. Sample determination refers to Hair's criteria with the maximum likelihood estimation technique. The sample of this study was 200 people. Data collection using a questionnaire with an ordinal measurement level (Likert scale). The data analysis technique uses partial least square structural equation modeling with the boots-trap parameter estimation method using SmartPLS 4 software. Validity tests use loading factors and average variance extracted, while reliability tests use internal consistency based on composite reliability values
The results of hypothesis testing show that 1) electronic word of mouth has a significant positive effect on brand image. This means that electronic word of mouth is able to convey communication media to share information about product variations that are always updated so as to provide an increase in brand image. 2) price perception has a positive and significant effect because customers assess the price obtained in accordance with the quality of the product provided so that it can significantly improve brand image. 3) electronic word of mouth has a significant effect on repurchase intention. This means that the more intensity of electronic word of mouth in providing positive opinions on social media will provide an increase in repurchase intention. 4) perceived price has a significant effect on repurchase intention. This means that the price of the company has been able to compete by providing value benefits in accordance with the quality of its products so that repurchase intention increases. 5) brand image is able to increase repurchase intention in terms of a sense of trust that the company is good, bona fide, and has the ability to create quality products so that customer perceptions that the company has a reputation for integrity in accordance with logical principles and creates innovations that can improve product quality so that customers feel a level of satisfaction and want to buy. 6) brand image is able to mediate the influence of electronic word of mouth on repurchase intention. This means that the brand image is able to provide an identity that is attached to the customer and there is customer confidence in providing opinions and reviews about the product positively so that it provides an increase in repurchase intention. 7) brand image is able to mediate the effect of price perception on repurchase intention. This means that brand image is able to make a good contribution in brand personality that is easily recognised by customers and has an affordable price without parsing product quality so that the level of repurchase intention is getting better.

Key words: Electronic word of mouth, price perception, brand image, repurchase intention

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2110241937

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2110241937

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar