Anteseden dari word of mouth dan electronic word of mouth

DETAIL KOLEKSI

Anteseden dari word of mouth dan electronic word of mouth

Oleh : M. Syauqi Ibenzani

Info Katalog

Nomor Panggil : 2017_TA_MJ_022131043

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Fatik Rahayu

Subyek : Self expressiveness;Marketing management

Kata Kunci : hedonic product, brand trust, brand love, word of mouth

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_022131043_Halaman-judul.pdf	17
2.	2017_TA_MJ_022131043_Bab-1.pdf
3.	2017_TA_MJ_022131043_Bab-2.pdf
4.	2017_TA_MJ_022131043_Bab-3.pdf
5.	2017_TA_MJ_022131043_Bab-4.pdf
6.	2017_TA_MJ_022131043_Bab-5.pdf
7.	2017_TA_MJ_022131043_Daftar-pustaka.pdf
8.	2017_TA_MJ_022131043_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis anteseden dari Word of Mouthdan Electronic Word of Mouth.Metode pengumpulan data menggunakan kuesioner dengan teknik purposivesampling kepada 182 responden yang menggunakan smartphone Apple Iphone. Alat analisis data yang digunakan untuk menguji validitas adalah confirmatory factoranalysis, uji hipotesis adalah Structural Equation Model (SEM) dan uji reliabilitasadalah cronbachâ€™s alpha.Hasil yang didapat dari penelitian ini adalah Self Expressiveness berpengaruhpositif terhadap Brand Love, Brand Trust berpengaruh positif terhadap Brand Love,Hedonic Product tidak berpengaruh terhadap Brand Love, Brand Love berpengaruhpositif terhadap Word of Mouth, Brand Love berpengaruh positif terhadap ElectronicWord of Mouth, Experience memoderasi hubungan positif Brand Love terhadapWord of Mouth, dan Experience memoderasi hubungan positif Brand Love terhadapElectronic Word of Mouth.Peneliti selanjutnya disarankan untuk meneliti produk-produk smartphonedari merek yang lain, menambahkan jumlah responden dan menggunakan variabelvariabel lain seperti Consumers Commitment dan Behavior in Online BrandCommunities yang mempengaruhi Word of Mouth dan Electronic Word of Mouth(Munnukka et al., 2015).

T he research objective is to analyze the antecedents of word of mouth andelectronic word of mouth.The method used for collecting data is by distributing questionnaires to 182respondents who have use Apple iphone smartphone . The validity test is conducted using confirmatory factor analysis, the hypotheses testing is conducted by using Structural Equation Model (SEM) analysis method, and the reliability test is conducted using cronbachâ€™s alpha.The result shows that self expressiveness positively influence brand love, brandtrust positively influence brand love, hedonic product doesnâ€™t influence brand love, brand love positivevely influence word of mouth, brand love positively influence electronic word of mouth, experience moderates Brand Love positive relationship to Word of Mouth, and experience moderates Brand Love positive relationship to Electronic Word of Mouth.For future research is suggested to analyze other smartphone product from otherbrands, add the number of respondents, and add other variables such as Consumers Commitment and Behavior in Online Brand Communities that influence Word of Mouth and Electronic Word of Mouth (Munnukka et al., 2015).