Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh discount framing dan electronic word of mouth (e-wom) terhadap purchase intention yang dimediasi oleh brand image pada pengguna shopee di kota banda aceh. sampel yang digunakan pada penelitian ini berjumlah 160 pengguna shopee di kota banda aceh. metode analisis data dalam penelitian ini menggunakan analisis regresi linear berganda dengan bantuan software statistical package for the social sciences (spss) untuk mengetahui pengaruh antara variabel yang terlibat. berdasarkan hasil pengujian diperoleh hasil penelitian yaitu discount framing dan electronic word of mouth (e-wom) dan brand image berpengaruh signifikan terhadap purchase intention. discount framing dan electronic word of mouth (e-wom) berpengaruh signifikan terhadap brand image. kemudian, berdasarkan hasil uji mediasi dengan sobel test ditemukan bahwa brand image memediasi secara parsial pengaruh antara discount framing dan electronic word of mouth (e-wom) terhadap purchase intention pada pengguna shopee di kota banda aceh. kata kunci : purchase intention, brand image, discount framing, electronic word of mouth (e-wom)

ABSTRACT This research aims to analyze the influence of discount framing and electronic word of mouth (E-WOM) on purchase intention mediated by brand image among Shopee users in Banda Aceh City. The sample used in this research was 160 Shopee users in Banda Aceh City. The data analysis method in this research uses multiple linear regression analysis with the help of the Statistical Package for the Social Sciences (SPSS) software to determine the influence between the variables involved. Based on the test results, the research results show that discount framing and electronic word of mouth (E-WOM) and brand image have a significant effect on purchase intention. Discount framing and electronic word of mouth (E-WOM) have a significant effect on brand image. Then, based on the results of the mediation test using the Sobel test, it was found that brand image partially mediates the influence of discount framing and electronic word of mouth (E-WOM) on purchase intention among Shopee users in Banda Aceh City.. Keywords : Purchase Intention, Brand Image, Discount Framing, Electronic Word of Mouth (E-WOM)