Pengaruh Electronic Word Of Mouth (EWOM) dan Citra Merek Terhadap Niat Beli Konsumen Pada Tiktok Shop (studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau)

Fansa, Pratiwi Oktri (2024) Pengaruh Electronic Word Of Mouth (EWOM) dan Citra Merek Terhadap Niat Beli Konsumen Pada Tiktok Shop (studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the effect of electronic word of mouth and brand image on consumer purchase intention on TikTok shop (case study of students of the faculty of economics and business, universitas islam riau). The sampling technique in this study was a Purposive Sampling approach, which is based on certain criteria so that a total sample of 110 respondents was obtained. The data collection technique in this study used a questionnaire distributed to students. The data analysis technique in this study used multiple linear regression analysis using SPSS 25. The results of this study indicate that electronic word of mouth and brand image have a positive and significant effect on consumer purchase intention on TikTok shop (case study of students of the faculty of economics and business, University of Islam Riau).

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