Faktor-Faktor yang Mempengaruhi Minat Pembelian Smartphone Samsung di Jakarta Barat

نویسندگان

چکیده

Tujuan penelitian ini untuk menganalisis 1) pengaruh e-wom, persepsi nilai dan citra merek terhadap minat beli. 2) e-wom 3) peran memediasi 
 Pengujian hipotesis dilakukan dengan PLS-SEM kepada 153 responden yaitu pengguna smartphone Samsung melalui online kuesioner. Hasil pengujian menunjukkan bahwa berpengaruh secara signifikan E-wom merek, dapat beli signifikan.
 The purpose of this study is to analyze influence perceived value and brand image on purchase intention. 3). the role mediates effect research hypothesis was tested using respondents, namely users through an questionnaire. results testing indicate that has significant intention, can mediate intention significantly.

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ژورنال

عنوان ژورنال: Jurnal Manajerial dan Kewirausahaan

سال: 2023

ISSN: ['2657-0025']

DOI: https://doi.org/10.24912/jmk.v5i2.23401