Marchelina, Marchelina (2016) ENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PADA PELANGGAN H&M DI JAKARTA: BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
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Abstract
The purpose of this research is to examine whether electronic
word of mouth and celebrity endorsement can influence brand image and
purchase intention on H&M in Jakarta. The populations of this research
are H&M’s customers in Jakarta. The samples are 200 respondents by
online questionnaires with the nonprobability sampling technique with
convenience sampling. Overall, the result of this study is electronic word of
mouth and celebrity endorsement are positively and significantly effected
on brand image and purchase intention of H&M in Jakarta.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 May 2023 01:48 |
| Last Modified: | 15 May 2023 01:49 |
| URI: | http://untar.idwordpres.com/id/eprint/39763 |
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