SKRIPSI PENGARUH e-WORD OF MOUTH DAN BRAND IMAGE TERHADAP ATTITUDE DAN PURCHASE INTENTION SERTA PURCHASE DECISION PADA PENGUNJUNG RICHEESE FACTORY DI KOTA SAMARINDA --

ABSTARCT
PENGARUH e-WORD OF MOUTH DAN BRAND IMAGE TERHADAP
ATTITUDE DAN PURCHASE INTENTION SERTA PURCHASE DECISION
PADA PENGUNJUNG RICHEESE FACTORY DI KOTA SAMARINDA
YURIZA PUNGKI
This study aims to analyze the effect of Electronic Word of Mouth on
Attitude, Electronic Word of Mouth on Purchase Intentions, Electronic Word of
Mouth on Purchase Decisions and Brand Image on Attitude, Brand Image on
Purchase Intentions, Brand Image on Purchase Decisions, Attitude on purchase
intentions., Attitude to Purchase Intention and Purchase Intention to Purchase
Decision on visitors Richeese Factory in Samarinda City. This uses a quantitative
approach by using path analysis study which is processed with AMOS 5
software. This study sampled 126 people taken from a number of visitors
Richeese Factory in the city Samarinda. The usage scale uses a Likert scale with
a score of 1 to 5.
The results of this study indicate that only 5 hypotheses are significant
from 9 research hypotheses, namely the influence of Brand Image on Attitude,
Attitude to Purchase Intention, Electronic Word of Mouth to Purchase Decision
and Attitude to Purchase Decision and Purchase Intention to Purchase Decision.
Keywords: Electronic Word of Mouth, Brand Image, Attitude, Purchase
Intention, Purchase Decision.