Universitas Widya Kartika
vii ABSTRAK Yesisca Christin Lasakar
Skripsi
Pengaruh Social eWOM terhadap Sikap Merek dan dampaknya pada Minat Pembelian Smartphone Oppo di Surabaya. Penelitian ini bertujuan untuk mengetahui (1) pengaruh social eWOM terhadap Sikap merek produk smartphone oppo, (2) pengaruh social eWOM terhadap minat pembelian produk smartphone oppo, (3) pengaruh Sikap merek terhadap Minat pembelian smartphone oppo.
Objek dari penelitian ini adalah konsumen yang pernah atau sedang menggunakanSmartphone Oppo di Surabaya. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 105 responden dengan teknik non-probability sampling.
Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan AMOS 20.0 for windows untuk mengetahui pengaruh variabel social eWOM terhadap Sikap merek dan dampaknya pada minat pembelian smartphone oppo di Surabaya.
Dari hasil dan analisis diketahui bahwa social eWOM berpengaruh signifikan terhadap sikap merek dengan nilai cirtual rationya 0.8 berada diantara 2.58 dengan probability sebesar 0.4, social eWOM berpengaruh signifikan terhadap sikap merek dengan nilai cirtual rationya 0,7 berada diantara 2.58 dengan probability sebesar 0.5, sikap merek berpengaruh signifikan terhadap minat pembelian dengan nilai cirtual rationya 2,3 berada diantara 2.58 dengan probability 0.02. Berdasarkan hasil tersebut disimpulkan bahwa social eWOM, sikap merek, dan minat pembelian berpengaruh positif terhadap Smartphone oppo di Surabaya.
Kata kunci: Social eWOM, Sikap Merek, Minat Pembelian, Smartphone Oppo.
Universitas Widya Kartika
viii ABSTRACT Yesisca Christin Lasakar.
Thesis
the influence of the effect of social ewom, Brand Atittudes and the impact in Purchasing Oppo Smartphone in Surabaya. This study aimed to find out (1) the effect of social eWOM to the brand atittude of smartphone oppo (2) the effect of social eWOM to the purchase intention of smartphone oppo (3) the effect of brand atittude of purchase intention of smartphone oppo.
The object of this research is consumers who have or are using an Oppo smartphone in Surabaya. This research was conducted by distributing questionnaires to 105 respondents using nom-probability sampling techniques. This data analysis technique used in this study is Structural Equation Modelling (SEM) using AMOS 20.0 for windows to determine the effect of social eWOM on brand atittude and purchase intention smartphone oppo in Surabaya.
From the result and analysis it is known that social eWOM have a significant effect on brand atittude with a cirtual ratio of ,.8 between 2.58 and a probability of 0.4, social eWOM have a significant effect on purchase intention with a cirtual ratio 0,7 between 2.58 and a probability of 0,5, and brand atittude have a significant effect on purchase intention with a cirtual ratio 2.3 between 2.58 and a probability 0.02. Based on these result, it was concluded that social eWOM, brand atittude and purchase intention had a positive effect on smartphone oppo in Surabaya
Key: social eWOM, brand atittude, purchase intention, and smartphone Oppo
