IMPLIKASI NEGATIVE ELECTRONIC WORD OF MOUTH TERHADAP REPURCHASE INTENTION MELALUI VARIABEL INTERVENING BRAND IMAGE DAN CUSTOMER PERCEIVED VALUE PADA UMKM RAJA NGEMIL

ANNISA KHARISMA PUTRI, 1012110702 (2025) IMPLIKASI NEGATIVE ELECTRONIC WORD OF MOUTH TERHADAP REPURCHASE INTENTION MELALUI VARIABEL INTERVENING BRAND IMAGE DAN CUSTOMER PERCEIVED VALUE PADA UMKM RAJA NGEMIL. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Negative Electronic Word of Mouth (Ne-WOM) terhadap Repurchase Intention dengan mempertimbangkan Brand Image dan Customer Perceived Value (CPV) sebagai variabel intervening pada UMKM Raja Ngemil. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner online yang disebarkan kepada 183 responden. Teknik analisis yang digunakan adalah Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Ne-WOM memiliki pengaruh negatif terhadap Brand Image dan Customer Perceived Value, serta berpengaruh negatif secara langsung terhadap Repurchase Intention. Dari dua variabel intervening yang diuji, hanya Brand Image yang terbukti memediasi hubungan antara Ne-WOM dan Repurchase Intention, sementara Customer Perceived Value tidak memiliki peran mediasi yang signifikan. Temuan ini mempertegas pentingnya menjaga citra merek agar tetap positif di tengah penyebaran informasi negatif yang cepat melalui media sosial.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Softfile/KK.25/UISI-01/MG
Contributors:	Contribution Name Email Thesis advisor Rosa Rilantiana, S.E., M.M. rosa.rilantiana@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Department of Management
Depositing User:	ANNISA KHARISMA PUTRI
Date Deposited:	01 Aug 2025 18:05
Last Modified:	01 Aug 2025 18:05
URI:	https://repository.uisi.ac.id/id/eprint/7871

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