The Effect of Word-of-Mouth and Brand Awareness Towards Purchase Intention of PT X in Jabodetabek

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Manalu, Reward Daniel Delpiero (2021) The Effect of Word-of-Mouth and Brand Awareness Towards Purchase Intention of PT X in Jabodetabek. Undergraduate thesis, IPMI Business School.

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Online transportation or raid hailing/ride sharing has become one of the industries that experienced massive growth in Indonesia, with the Indonesia's enormous population have a big potential to online transportation to penetrate the market in Indonesia, the purposes of this research are to prove whether the effect of word of mouth and bran awareness towards purchase intention of maxim brand in Jabodetabek. This data processing uses descriptive qualitative analysis and SEM-PLS (structural equation modeling-partial least square) analysis. The sample consisted of 110 PT X users and was familiar with the brand of PT X who became the criteria of this study. Based on the results of the analysis, it can be seen that the word of mouth and brand awareness variable have a significant and positive effect on the purchase intention of PT X brand in Jabodetabek and on this study that found brand awareness has more significant and positive affect to purchase intention to PT X brand on Jabodetabek rather than word of mouth to purchase intention. With the score of the original sample value is 0.280 and the T statistics as 4,600 (> 1.96) and the P-value is 0.000 (0.05). It is recommended for the marketing strategy team or CMO in Jabodetabek to focus on the brand awareness of the brand since on this study found that brand awareness has a more significant and positive impact on PT X Purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HJ Public Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 05 Jan 2022 04:38
Last Modified: 05 Jan 2022 04:38

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