PENGARUH E-WOM, BRAND ATTITUDE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK ACE HARDWARE DI JAKARTA - Willinna, Marcelly; Ekawati, Sanny (Jurnal Serina Ekonomi dan Bisnis, 2024)
Penelitian ini bertujuan untuk menguji pengaruh, E-WOM, Brand attitude, dan Brand image terhadap Purchase intention produk Ace Hardware di Jakarta. Responden ini diambil sampelnya menggunakan teknik nonprobability sampling dengan desain yang digunakan dalam penelitian ini adalah deskriptif melalui pendekatan kuantitatif. Pengambilan sampel dengan teknik purposive sampling dan ukuran sampel dalam penelitian ini 105 responden. Data diperoleh dengan menggunakan instrumen kuesioner dalam bentuk google form yang disebar melalui media sosial. Analisis data dilakukan dengan menggunakan Evaluasi Model Struktural (Inner Model). Hasil uji penelitian menunjukkan bahwa E-WOM, Brand attitude dan Brand image berpengaruh signifikan terhadap purchase intention produk Ace Hardware di Jakarta. This study aims to examine the influence, E-WOM, Brand attitude, and Brand image on Ace Hardware's purchase intention products in Jakarta. These respondents were sampled using a non-probability sampling technique with the design used in this study being descriptive through a quantitative approach. Sampling by purposive sampling technique and sample size in this study was 105 respondents. Data was obtained using a questionnaire instrument in the form of a google form distributed through social media. Data analysis was carried out using Structural Model Evaluation (Inner Model). The results of the research test show that E-WOM, Brand attitude and Brand image have a significant effect on Ace Hardware's purchase intention in Jakarta.