CD Tesis

Pengaruh Electronic Word Of Mouth, Harga Terhadap Brand Trust Dan Minat Beli Pada Pengguna Iphone Generasi Y Di Pekanbaru

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Competition in the Smartphone industry today is very rapid, this is marked by the number of manufacturers offering a wide variety of products to consumers. So companies must have a variety of strategies to be able to survive in the competition. To face this competition, the company must be able to understand about the factors that influence buying interest. Among them that will be examined are Electronic Word Of Mouth, Price and Brand Trust.
The purpose of this study is to analyze the Effect of Electronic Word of Mouth, Prices Against Brand Trust and Purchase Interest of Y iPhone Users in Pekanbaru. This study is on the Generation Y iPhone users in Pekanbaru with a sample of 170 respondents using the iPhone. The data collection technique used was a questionnaire with a Likert scale. SEM analysis becomes a hypothesis testing tool using the smartPls 3.00 program and SPSS 17.00 for windows.
Based on the results of the study, it can be concluded: 1) Electronic Word of Mouth and Price affect brand trust; 2) Electronic Word of Mouth and Price affect buying interest; 3) Electronic Word of Mouth and Price influence the buying interest through brand trust. 4) brand trust influences interest in buying Generation Y iPhones in Pekanbaru. Therefore, to create a purchasing decision, the company can improve the brand in consumers, as well as improve the iPhone e-wom and also the price offered to consumers.
Key words : Of Mouth, Price, Brand Trust and Buying Interest, Generation Y iPhone in Pekanbaru

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0082)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xii, 138 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0082)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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