Pengaruh Effectuation dan Word of Mouth Dengan Mediasi Networking Terhadap Brand Image pada Enterprenuer

Authors

  • Dheny Christian Tarigan Universitas Trisakti, Jakarta Barat, DKI Jakarta, Indonesia
  • Kurniawati Kurniawati Universitas Trisakti, Jakarta Barat, DKI Jakarta, Indonesia

DOI:

https://doi.org/10.32493/JEE.v6i2.37376

Keywords:

Effectuation, Networking, Word of Mouth, Brand Image

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Effectuation dan Word of Mouth dengan mediasi Networking terhadap Brand Image. Data yang digunakan dalam penelitian ini merupakan data primer yang bersumber langsung dari objek pada penelitian ini yaitu enterprenuer di Jakarta. Sampel penelitian ini dipilih menggunakan metode purposive sampling sehingga diperoleh 130 responden yang menjadi sampel. Analisis data yang digunakan dengan menggunakan program SPSS untuk menguji tingkal validitas dan reliabilitas dari tiap-tiap item pernyataan yang digunakan serta menggunakan program AMOS untuk menguji tiap-tiap hipotesis dalam penelitian ini. Hasil penelitian ini menunjukkan effectuation berpengaruh positif terhadap networking, networking berpengaruh positif terhadap word of mouth, networking memediasi pengaruh negatif effectuation terhadap word of mouth, effectuation berpengaruh negatif terhadap word of mouth, dan terdapat pengaruh positif word of mouth terhadap brand image.

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Published

2024-01-01

How to Cite

Tarigan, D. C., & Kurniawati, K. (2024). Pengaruh Effectuation dan Word of Mouth Dengan Mediasi Networking Terhadap Brand Image pada Enterprenuer. Jurnal Ekonomi Efektif, 6(2), 369–379. https://doi.org/10.32493/JEE.v6i2.37376

Issue

Vol. 6 No. 2 (2024): JURNAL EKONOMI EFEKTIF

Section

Jurnal Ekonomi Efektif

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