Analisis Pengaruh Sosial Media Twitter Sebagai Electronic Word of Mouth Terhadap Repurchase Intention dengan Brand Image Starbucks Coffee Indonesia Sebagai Mediasi  

Oleh:

Permana, Mahesha ; Lembana, Devi Angrahini Anni

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 10 no. 1 (May 2015), page 17-32.
Topik: eWOM; Brand Image; Repurchase Intention; Starbucks Coffee; Twitter
Fulltext: Telaah Manajemen Mei 2015-Hal 17-32_Yeko.pdf (1.28MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Many companies have already used the twitter as one of the promotion tools because of its cost effectiveness. Twitter users in Indonesia have already reached 50 million users and the number is still growing. This research sets out to analyze the influence of eWOM and brand image towards the repurchase intention of Starbucks Coffee Indonesia and to see whether brand image can be a mediator between eWOM and repurchase intention or not. The data analyzed used the simple regression test, multiple regression test and path analysis. The result indicated that eWOM had a significant effect towards brand image, eWOM, and brand image have an influence on repurchase intention, and brand image can be used as a mediator between eWOM and repurchase intention.

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