THE INFLUENCE OF PRODUCT QUALITY, PRICE AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION ON SCHOOL UNIFORMS AT THE RAFLY JAYA SHOP BANDUNG DURING THE PANDEMIC COVID-19

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dc.contributor.authorBestari, Dinda Kayani Putri
dc.contributor.authorRosyada, Resi Fresilia Amrina
dc.contributor.authorCicayati
dc.contributor.authorWidjayanti, Shendy
dc.contributor.authorCandra, Dani Adhi
dc.date.accessioned2021-02-17T04:50:22Z
dc.date.available2021-02-17T04:50:22Z
dc.date.issued2020
dc.description.abstractThe purpose of this research is to find the right marketing strategy so that the Jaya Rafly shop can develop and compete with other uniform shops in Bandung. Rafly Jaya is a company engaged in the retail industry for school uniforms and office uniforms in the city of Bandung. Sales of school uniforms have decreased during the Covid-19 pandemic. The authors examine product quality, price, electronic word of mouth on the interest in buying school uniforms at the Rafly Jaya store in Bandung during the Covid-19 pandemic. The sample in this study were 100 female and male respondents who live in the city of Bandung by distributing questionnaires online. Data analysis using Partial Least Square (PLS). The results of this study are that price has a significant effect on purchase intention (4,256), Product Quality has a significant effect on purchase intention (4,404), and Electronic Word of Mouth has a significant effect on purchase intention based on the results of the calculation of VAF 1 (20.75%). ) and VAF 2 (53.02%) this means that partial mediation in this research model can be interpreted that EWOM has a partial or incomplete mediation role in the two predictor variables, namely the formation of perceptions of price product quality.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12578
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 4en_US
dc.subjectProduct Qualityen_US
dc.subjectPriceen_US
dc.subjectE-WOMen_US
dc.subjectPurchase Intentionen_US
dc.subjectPLSen_US
dc.titleTHE INFLUENCE OF PRODUCT QUALITY, PRICE AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION ON SCHOOL UNIFORMS AT THE RAFLY JAYA SHOP BANDUNG DURING THE PANDEMIC COVID-19en_US
dc.typeArticleen_US
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