Pengaruh Brand Image, Harga, Fasilitas, dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Taichan Jero Pasar Sleko Kota Madiun

Cahyani, Anita Dita (2026) Pengaruh Brand Image, Harga, Fasilitas, dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Taichan Jero Pasar Sleko Kota Madiun. S1 thesis, Universitas PGRI Madiun.

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Abstract

Anita Dita Cahyani. 2026. The Effect of Brand Image, Price, Facilities, and Electronic Word of Mouth on Purchase Interest at Taichan Jero Pasar Sleko Madiun. Supervisor (I) Dian Citaningtyas Ari Kadi, S. E., M.M., Supervisor (II) Ririh Anggraini Setyahety, S. E., M.M. This study aims to identify and analyze the influence of brand image, price, amenities, and electronic word of mouth on the purchase intent of consumers of Taichan Jero at Sleko Market in Madiun City. This study employs a quantitative approach. The population for this study consists of Taichan consumers and consumers who are familiar with the Taichan Jero product at Sleko Market in Madiun City. The research sample consisted of 170 respondents selected using a sampling technique consistent with the study’s criteria. Data collection was conducted through the distribution of a questionnaire using a Likert scale. The data were analyzed using the Structural Equation Modeling (SEM) method with the assistance of SmartPLS 3.0 software. Hypothesis testing was performed using t-statistics and p-values. The results of the study indicate that brand image has a positive and significant effect on Taichan consumers’ purchase intent. Price does not have a significant effect on Taichan consumers’ purchase intent. Facilities do not have a significant effect on Taichan consumers’ purchase intent. Meanwhile, electronic word of mouth has a positive and significant effect on Taichan consumers’ purchase intent. These findings indicate that brand image and electronic word of mouth are factors that can increase consumer purchase intent, whereas price and facilities do not yet have a significant effect on Taichan consumers’ purchase intent.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Brand Image; Harga; Fasilitas; Electronic Word of Mouth; Minat Beli
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	CAHYANI DITA ANITA
Date Deposited:	27 Oct 2026 05:13
Last Modified:	27 Oct 2026 05:13
URI:	http://eprint.unipma.ac.id/id/eprint/10749

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