Anteseden word of mouth
Nomor Panggil : 2019_TA_MJ_022150021
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Comercial product;Trademark;Marketing management
Kata Kunci : involvement, satisfaction, commitment, brand trust, word of mouth
Status Posting : Published
Status : Lengkap
No. | Nama File | Hal. | Link |
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1. | 2019_TA_MJ_022150021_-Halaman-Judul.pdf | 17 | |
2. | 2019_TA_MJ_022150021_Bab-1.pdf | 8 | |
3. | 2019_TA_MJ_022150021_Bab-2.pdf |
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4. | 2019_TA_MJ_022150021_Bab-3.pdf |
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5. | 2019_TA_MJ_022150021_Bab-4.pdf |
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6. | 2019_TA_MJ_022150021_Bab-5.pdf |
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7. | 2019_TA_MJ_022150021_Daftar-Pustaka.pdf | 8 | |
8. | 2019_TA_MJ_022150021_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Involvement, Satisfaction, Commitments, Brand Trust terhadap Word of Mouth pada merek sepatu olahraga. Sampel yang digunakan dalam penelitian ini berjumlah 210 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Involvement berpengaruh positif terhadap Brand Trust, (2) Satisfaction berpengaruh positif terhadap Brand Trust, (3) Commitment berpengaruh positif terhadap Brand Trust, dan (4) Brand Trust berpengaruh positif terhadap Word of Mouth.
T The objective of this study is to examine and analyze the effect of Involvement, Satisfaction, Commitments, Brand Trust on Word of Mouth at sport shoes brand. The samples being used in this study is 210 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) Involvement has a positive effect toward Brand Trust, (2) Satisfaction has a positive effect toward Brand Trust, (3) Commitment has a positive effect toward Brand Trust, dan (4) Brand Trust has a positive effect toward Word of Mouth.