Abstract: The purposes of this
research are to prove whether internet marketing does give positive influence
to the formation of brand awareness and word of mouth, then whether if internet marketing is directly give
positive influence to
formation of intention
to buy. Furthermore,
the writer wants
to analyze the relationship between brand awareness and
word of mouth to create intention to buy.
The data was analyzed using structural equation modeling with Amos
software. Sample of this research was 130 respondents who are taken by judgment
sampling.This research found that internet marketing positively influence brand
awareness and word of mouth, but it does not directly give positive influence
to intention to buy. Brand awareness also does not give positive influence to
word of mouth. Both brand awareness and word of mouth do influence positively
to formation of intention to buy.
Keywords: Internet Marketing,
Brand Awareness, Word of Mouth, Intention to Buy
Penulis: Richard Darmawan
Andriyanto, Jony Oktavian Haryanto
Kode Jurnal: jpmanajemendd100013
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