Anteseden consumer engagement ewom di kalangan pengguna whatsapp
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022146011
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Fatik Rahayu
Subyek : Marketing management;Marketing - Social media
Kata Kunci : credibility eWOM,social capital,consumer engagement eWOM
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022146011_Halaman-Judul.pdf | 18 | |
| 2. | 2019_TA_MJ_022146011_Bab-1.pdf | 5 | |
| 3. | 2019_TA_MJ_022146011_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022146011_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022146011_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022146011_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022146011_Daftar-Pustaka.pdf | 3 | |
| 8. | 2019_TA_MJ_022146011_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Consumer Engagement eWOM, yang dipengaruhi oleh Credibility eWOM, Attitude towarde WOM, Social Capital Bonding & Bridging. Sampel yang digunakan dalampenelitian ini berjumlah 233 dengan penyebaran kuesioner kepada responden secaradaring dan manual, kemudian dihimpun secara serentak dengan metode PurposiveSampling. Structural Equation Modeling (SEM) dilakukan sebagai pengujian. Hasilpenelitian menunjukkan bahwa: terdapat pengaruh positif Consumer Attitude towardeWOM terhadap Consumer Engagement Engagement eWOM, tidak terdapat pengaruh Credibility eWOM terhadap Consumer Attitude toward eWOM, terdapat pengaruh positif Social Capital Bridging terhadap Consumer Attitude toward eWOM, terdapat pengaruh positif Social Capital Bridging terhadap Credibility eWOM, tidak terdapat pengaruh Social Capital Bonding terhadap Consumer Attitude toward eWOM, dan terdapat pengaruh positif Social Capital Bonding terhadap Credibility eWOM.
T his study aims to examine and analyze eWOM Consumer Engagement, which is influenced by eWOM Credibility, Attitude toward eWOM, Social Capital Bonding &Bridging. The sample used in this study amounted to 233 by distributing questionnaires to respondents online and manually, then collected together with the Purposive Sampling method. Structural Equation Modeling (SEM) was carried out asa test. The results showed that: there was a positive influence of Consumer Attitude toward eWOM on Consumer Engagement Engagement of eWOM, there was no effect of Credibility of eWOM on Consumer Attitude toward eWOM, there was a positive effect of Social Capital Bridging on Consumer Attitude toward eWOM,there was a positive effect of Social Capital Bridging on eWOM Credibility , there is no effect of Social Capital Bonding on Consumer Attitude toward eWOM, and there is a positive effect of Social Capital Bonding on eWOM Credibility.
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