Wahyu, Cherlent Junivi
(2018)
The effect of e-wom, e-referral, and brand imageon purchase intention: a case of Grab car.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The importance of transportation particularly in the big city along with the growth of mobile technology and application are increasing, while the supply of public transportation is insufficient to accommodate the demand thus companies use the opportunity to develop service in the transportation industry and build a relationship with the consumer through a mobile application. Grab as an application based transportation enter the Indonesian market and currently leading the ride-hailing platform in Indonesia. This paper examines how electronic referral and electronic word-of-mouth are affecting brand image of Grab and how electronic referral, electronic word-of-mouth, and Grab brand image are affecting purchase intention of Grab. This paper also examines the essential of Grab to maintain their position as a leading mobile app-based transportation in Indonesia. A conceptual model is tested using Structural Equation Modeling, on a random sample of 180 Indonesian customers (west Jakarta and Karawaci) using non-probability sampling techniques with purposive (judgemental) sampling method. This result indicates that eReferral does influence brand image; eWOM influences brand image; eWOM influences purchase intention; brand image influences purchase intention.
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