PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE INTENTION PADA ISTANA CAFE FRESH MILK BOGARES

Gasik Arinalhaq, . (2021) PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE INTENTION PADA ISTANA CAFE FRESH MILK BOGARES. Skripsi thesis, Universitas Pancasakti Tegal.

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Abstract

Gasik Arinalhaq, 2021, Effect of Electronic Word Of Mouth, Brand Image, and Product Knowledge on Purchase Intention at Istana Cafe Fresh Milk Bogares. The purpose of this study is 1) to determine the effect of electronic word of mouth on purchase intention, 2) to determine the effect of brand image on purchase intention, 3) to determine the effect of product knowledge on purchase intention, 4) to determine the effect of electronic word of mouth, brand image, and product knowledge together on purchase intention. The research method used in this study is the associative method. Data collection techniques using a questionnaire. While the data analysis method used is the classical assumption test, multiple regression analysis, t test, F test, and Coefficient of Determination Analysis. The conclusions of this study are 1) From the partial test using the t test, the value of sig = 0.001 <0.05 is obtained, so it can be concluded that there is a significant effect of electronic word of mouth on purchase intention. 2) From the partial test using the t test, the value of sig = 0.015 <0.05, so it can be concluded that there is a significant effect of brand image on purchase intention. 3). From the partial test using the t test, the value of sig = 0.084 0.05, so it can be concluded that there is an insignificant effect of product knowledge on purchase intention. 4). From the simultaneous test, the value of sig = 0.000 <0.05, so it can be concluded that there is a significant effect of electronic word of mouth, brand image, and product knowledge together on purchase intention. Keywords : Electronic Word Of Mouth, Brand Image, Product Knowledge, Purchase Intention

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