ANALISIS PENGARUH PROMOSI DAN E-WOM, TERHADAP MINAT BELI PELANGGAN MONARCH DENGAN DIMEDIASI BRAND IMAGE

ANALISIS PENGARUH PROMOSI DAN E-WOM, TERHADAP MINAT BELI PELANGGAN MONARCH DENGAN DIMEDIASI BRAND IMAGE

This study aims to determine the effect of promotion and Electronic Word of Mouth (E-Wom) on the buying interest of Monarch customers mediated by brand image. This study used a causal quantitative approach using 200 respondents. The analysis technique used is the Structural Equational Model with th...

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Bibliographic Details
Main Authors: Alexander Hartono Hartono, David Kodrat
Format: Article
Language:Indonesian
Published: Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya 2023-10-01
Series:Jurnal Performa
Subjects:
Promosi
Keyword : Electronic Word of Mouth (eWOM), purchase intention, brand attitude, mediating variable
brand image
Brand Awareness
Minat Beli
Online Access:https://journal.uc.ac.id/index.php/performa/article/view/3753
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https://journal.uc.ac.id/index.php/performa/article/view/3753

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