ANALISA PENGARUH eWOM TERHADAP MINAT BELI KONSUMEN SETELAH KEJADIAN FOOD POISONING DI RESTORAN X SURABAYA DENGAN CITRA MEREK SEBAGAI MEDIATOR
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Abstract
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh eWOM terhadap minat beli konsumen setelah kejadian food poisoning dengan citra merek sebagai variabel mediator di Restoran X Surabaya. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan teknik Partial Least Square (PLS). Hasil penelitian ini menunjukkan eWOM berpengaruh positif dan signifikan terhadap minat beli konsumen dan citra merek. Citra merek tidak terbukti dapat memediasi hubungan antara eWOM dan minat beli konsumen di Restoran X.
Kata Kunci: eWOM, citra merek, minat beli
Abstract
The purpose of this research is to find out the effects of eWOM on purchase intention after food poisoning incident with brand image as mediator at X Restaurant Surabaya. This is a quantitative research using Partial Least Square (PLS). The results show that eWOM has positive and significant effects on purchase intention and brand image. Brand image is not proven to mediate the relationship between eWOM and purchase intention.
Keywords: eWOM, brand image, purchase intention
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