Pengaruh Keinginan Untuk Mencari Variasi, Atribut Produk, Promosi, dan Harga Terhadap Perpindahan Merk Dari Aplikasi SnapChat kepada InstaGram (Studi Pada Para Mahasiswa di Purwokerto)

Hamdani, Muliawan
Yuliana, Rahmi

Jurnal STIE Semarang (Edisi Elektronik)
Vol 13 No 2 (2021): Vol 13 No 2 (2021) Bulan Juni

Abstrak penelitian ini adalah untuk mengetahui Bagaimana pengaruh online brand image, service standard communication, word of mouth terhadap Brand Comitment pada situs toko online Shopee di Kota Semarang serta pengaruh Brand Comitment terhadap Online Buying Intention. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah snowball dengan menggunakan rumus slovin sebanyak 100 orang. Metode pengumpulan data dengan kuesioner yang disebar secara online. Pada penelitian ini online buying intention, service standard communication, word of mouth dipengaruhi secara signifikan oleh brand commitment Brand commitment menjadi mediasi pengaruh online brand image, service standard communication dan word of mouth terhadap online buying intentions Abstract This study is to determine how the influence of online brand image, service standard communication, word of mouth on Brand Commitment on Shopee's online shop site in Semarang City and the influence of Brand Commitment on Online Buying Intention. The sampling technique used in this study was a snowball using the Slovin formula as many as 100 people. The data collection method used was a questionnaire distributed online. In this study, online buying intention, service standard communication, word of mouth are significantly influenced by brand commitment. Brand commitment is the mediation of the influence of online brand image, service standard communication and word of mouth on online buying intentions.