Pengaruh Ewom Dan Brand Image Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Moderasi (Studi Kasus Pengguna Shopee Di Indonesia)
Abstrak
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh positif eWOM dan Brand Image terhadap Purchase
Intention melalui Brand Awareness sebagai variabel moderasi. Penelitian ini menggunakan teknik pengumpulan data
kuantitatif dengan data primer menyebarkan kuesioner sebanyak 150 responden. Penelitian ini menggunakan software
SmartPLS versi 3.2.9 untuk menganalisis data. Hasil dari penelitian ini menjukkan bahwa Brand Awareness
memoderasi variabel eWOM dengan kategori Inderect Only (Full Moderation) dan memoderasi variabel Brand Image
dengan kategori Complemantary (Partial Moderation) terhadap variabel Purchase Intention.
Kata Kunci-eWOM, Brand Image, Brand Awareness, Purchase Intention.
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