Anteseden possitive word of mouth
Info Katalog
File Repositori
Nomor Panggil : 022001902052
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Kurniawati
Subyek : Branding (marketing);Marketing--Management
Kata Kunci : brand relationship quality, consumer community identification and brand love, oositive word of mouth
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TA_SMJ_022001902052_Halaman-Judul.pdf | 12 | |
| 2. | 2024_TA_SMJ_022001902052_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022001902052_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022001902052_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022001902052_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022001902052_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022001902052_Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TA_SMJ_022001902052_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022001902052_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk mengetahui Anteseden Possitive Word Of Mouth. Unit analisis yang digunakan untuk penelitian ini adalah individu yang ikut serta dalam suatu komunitas kendaraan bermotor di Jakarta sebanyak 230 responden. Penelitian ini menggunakan lima variabel yaitu Brand Relationship Quality, Consumer Community Identification, Brand Love, Positive Word Of Mouth dan Consumer Engangement. Metode pengambilan sampel didalam penelitian ini menggunakan metode non probability sampling, yaitu setiap anggota populasi memiliki peluang yang sama atau nol. Metode analisis data digunakan adalah uji analisis statistik Structural Equation Modelling (SEM) untuk menguji data yang diperoleh dari responden penelitian untuk mengetahui hasil penelitian dengan menggunakan bantuan software SPSS 21 dan AMOS 23. Kesimpulan yang dapat diambil dalam penelitian ini yaitu Terdapat pengaruh positif Brand Relationship Quality terhadap Brand Love, Consumer Engagement. Terdapat pengaruh positif Consumer Community Identification terhadap Brand Love, Consumer Engagement. Terdapat pengaruh positif Consumer Engagement terhadap Brand Love. Terdapat pengaruh positif Brand Love terhadap Positive Word of Mouth. Terdapat Pengaruh Brand Relationship Quality terhadap Brand Love yang di mediasi oleh Consumer Engagement.
T The aim of this research is to determine the influence of The antecedents of positive word of mouth. The unit of analysis used for this research is individuals who participate in a motor vehicle community in Jakarta, totaling 230 respondents. This research uses five variables, namely brand relationship quality, consumer community identification, brand love, positive word of mouth and consumer engagement. The sampling method in this research uses a non-probability sampling method, that is, each member of the population has the same or zero chance. The data analysis method used is the Structural Equation Modeling (SEM) statistical analysis test to test the data obtained from research respondents to determine the research results using SPSS 21 and AMOS 23 software. The conclusion that can be drawn in this research is that there is a positive influence of Brand Relationship Quality towards Brand Love, Consumer Engagement. There is a positive influence of Consumer Community Identification on Brand Love and Consumer Engagement. There is a positive influence of Consumer Engagement on Brand Love. There is a positive influence of Brand Love on Positive Word of Mouth. There is an influence of Brand Relationship Quality on Brand Love which is mediated by Consumer Engagement.
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