Pengaruh Brand Image, Celebrity Endorsement, EWOM, Brand Awareness Dan Social Media Communication Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi Pada Pengguna Smartphone Di Kota Batam
DOI:
https://doi.org/10.37385/msej.v4i2.1244Keywords:
Citra Merek, Celebrity Endorsement, EWOM, Kesadaran Merek, Komunikasi Media SosialAbstract
Di era globalisasi ini, berbagai macam produk dan jasa semakin berkembang dan juga terdapat inovasi-inovasi baru. Banyak cara yang dilakukan oleh perusahaan untuk dapat meningkatkan omzet perusahaan dan memberikan pelayanan yang baik kepada konsumen agar dapat memuaskan konsumen tersebut. Dengan berkembangnya zaman, perusahaan harus mampu melakukan inovasi produk yang berkualitas dan perusahaan harus mampu menghasilkan produk yang diinginkan oleh masyarakat dengan mempelajari dan meningkatkan kualitas smartphone secara terus menerus. Oleh karena itu, peneliti bertujuan untuk menganalisis pengaruh citra merek, dukungan selebriti, ewom, kesadaran merek dan komunikasi media sosial terhadap niat beli dengan kepercayaan merek sebagai variabel mediasi pada pengguna smartphone di Kota Batam. Sebanyak 400 responden yang dapat digunakan dalam menganalisis dengan menggunakan teknik sampling penelitian.
Keywords : Citra Merek, Celebrity Endorsement, EWOM, Kesadaran Merek, Komunikasi Media Sosial
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