PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK KOSMETIK MEREK WARDAH : Studi Eksperimen

ARWINDA, MEITA (2018) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK KOSMETIK MEREK WARDAH : Studi Eksperimen. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to find out whether there is the effect of electronic word of mouth on brand personality on Wardah brand cosmetic products, by giving treatment using video review about Wardah cosmetic product from youtube. This research type is experiment. Data collection in this study involved 44 respondents. This type of research was carried out by using a research design of two sample groups consisting of a control group and an experimental group. The experimental group was treated by watching a video review of Wardah's cosmetic product from youtube, while the control group was not given any treatment. Tests are given twice, namely pretest and posttest. The instrument used in this study is to use a brand personality measurement scale consisting of 21 items that have been declared valid. This research uses t-test and ANAKOVA. The results showed that there was a significant effect on electronic word of mouth on brand personality on Wardah cosmetic products. Keywords: Electronic Word of Mouth, Brand Personality This study aims to find out whether there is the effect of electronic word of mouth on brand personality on Wardah brand cosmetic products, by giving treatment using video review about Wardah cosmetic product from youtube. This research type is experiment. Data collection in this study involved 44 respondents. This type of research was carried out by using a research design of two sample groups consisting of a control group and an experimental group. The experimental group was treated by watching a video review of Wardah's cosmetic product from youtube, while the control group was not given any treatment. Tests are given twice, namely pretest and posttest. The instrument used in this study is to use a brand personality measurement scale consisting of 21 items that have been declared valid. This research uses t-test and ANAKOVA. The results showed that there was a significant effect on electronic word of mouth on brand personality on Wardah cosmetic products. Keywords: Electronic Word of Mouth, Brand Personality

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 18 022
NIM: 46114010076
Uncontrolled Keywords: Electronic Word of Mouth, Brand Personality
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Sep 2018 04:17
Last Modified: 25 Sep 2018 03:27
URI: http://repository.mercubuana.ac.id/id/eprint/44533

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