View Item 
  •   Unmul Repository Home
  • Articles
  • A - Economics and Business
  • View Item
  •   Unmul Repository Home
  • Articles
  • A - Economics and Business
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Review-The Effect of Electronic Word of Mouth and Sales Promotion on Brand Switching with Brand Image as an Intervening Variable at Erha Beauty Clinic in Samarinda

Thumbnail
View/Open
Reviewer- Effect Word of Mouth (1).pdf (89.27Kb)
Date
2021-04-02
Author
Indriastuti, Herning
Metadata
Show full item record
Abstract
The purpose of this study was to determine the effect of electronic word of mouth and sales promotion on brand switching with brand image as an intervening variable at the ERHA Beauty Clinic in Samarinda City. The study was conducted using 115 respondents. The analysis tool used is SmartPLS 3. Data analysis is carried out by assessing the outer model or measurement model and assessing the inner model or structural model. The results showed that electronic word of mouth and sales promotion partially had a significant positive effect on brand switching, and electronic word of mouth and sales promotion had a significant positive effect on brand switching through the brand image variable as an intervening variable.
URI
http://repository.unmul.ac.id/handle/123456789/6055
Collections
  • A - Economics and Business [493]

Repository Universitas Mulawarman copyright ©   LP3M Universitas Mulawarman
Jalan Kuaro Kotak Pos 1068
Telp. (0541) 741118
Fax. (0541) 747479 - 732870
Samarinda 75119, Kalimantan Timur, Indonesia
Contact Us | Send Feedback
 

 

Browse

All of Unmul RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

My Account

Login

Repository Universitas Mulawarman copyright ©   LP3M Universitas Mulawarman
Jalan Kuaro Kotak Pos 1068
Telp. (0541) 741118
Fax. (0541) 747479 - 732870
Samarinda 75119, Kalimantan Timur, Indonesia
Contact Us | Send Feedback