PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK KOSMETIK MEREK MAYBELLINE NEW YORK

MARDIYANTI, CITRA DEWI (2018) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK KOSMETIK MEREK MAYBELLINE NEW YORK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of electronic word of mouth on brand personality on the cosmetic product of Maybelline New York Brand. The type of this research is experimental research, by using randomized pretest-posttest control group design as research design. The variable of this research consists of the independent variable that is the electronic word of mouth and the dependent variable that is the brand personality. The population of this study has characteristics of a female, aged between 19-35 years, and is using Maybelline New York products. The samples in this study are 50 respondents. With sample on experimental group is 25 respondents, and the control group is 25 respondents. The technique of collecting data by using the questionnaire method. This research instrument used the scale of brand personality. Validity is tested by using product moment correlation and reliability is tested by using cronbach alpha. Furthermore, the normality test, and homogeneity test. Data analysis techniques use t-test and covariance analysis (anacova). The result of this research is the experimental group obtained the average pretest value of 4,036 and posttest 4,265. In the control group obtained pretest average value of 3.992 and posttest value of 4,049. The result of the hypothesis using anacova shows that the value of sig. 0.007 <0.05. These results can be concluded that electronic word of mouth can influence the brand personality in cosmetic products of Maybelline New York Brand. The result of the hypothesis using anacova on brand personality dimension shows a result that sig value. 0.000 <0.50. And shows the result that the biggest influence of dimension on brand personality in the experimental group is the dimension of ruggedness, and the biggest influence of dimension on brand personality in the control group is the competence dimension. And sophistication dimension. is the lowest dimension influence between the two groups. Keywords: electronic word of mouth, brand personality Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap kepribadian merek pada produk kosmetik merek Maybelline New York. Penelitian ini merupakan jenis penelitian eksperimen, dengan desain penelitiannya menggunakan Randomized Pretest-Posttest Control Group Design. Variabel penelitian ini terdiri dari variabel bebas yaitu electronic word of mouth dan variabel terikat yaitu kepribadian merek. Populasi penelitian ini mempunyai karakteristik berjenis kelamin perempuan, berusia antara 19-35 tahun, dan sedang menggunakan produk kosmetik merek Maybelline New York. Jumlah sampel sebanyak 50 responden. dengan jumlah sampel kelompok eksperimen 25 responden, dan kelompok kontrol 25 responden. Teknik pengambilan data dengan menggunakan metode kuesioner. Instrument penelitian ini menggunakan skala kepribadian merek. Validitas di uji dengan menggunakan korelasi product moment dan untuk mengetahui reliabilitasnya menggunakan cronbach alpha. Selanjutnya dilakukan uji normalitas, dan uji homogenitas. Teknik analisis data menggunakan t-test dan analisis kovarian (anakova). Pada kelompok eksperimen diperoleh nilai rata-rata pretest sebesar 4.036 dan posttest sebesar 4.265. Pada kelompok kontrol diperoleh nilai rata-rata pretest sebesar 3.992 dan nilai posttest sebesar 4.049. Hasil hipotesis dengan menggunakan anakova menunjukan bahwa nilai sig. 0.007 < 0.05. Hasil hipotesis dengan menggunakan anakova pada dimensi kepribadian merek menunjukan hasil bahwa nilai sig. 0.000 <0.50. Hasil tersebut dapat disimpulkan bahwa adanya pengaruh electronic word of mouth terhadap kepribadian merek pada produk kosmetik merek Maybelline New York. Dan menunjukan hasil bahwa dimensi yang paling besar pengaruhnya pada kelompok eksperimen adalah dimensi ruggedness, dan dimensi yang paling besar pengaruhnya pada kelompok kontrol adalah dimensi competence. Dan dimensi yang paling rendah pengaruhnya diantara kedua kelompok adalah dimensi sophistication. Kata kunci: electronic word of mouth, kepribadian merek

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 18 061
NIM: 46114010097
Uncontrolled Keywords: electronic word of mouth, kepribadian merek
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi > 100.1-100.9 Standard Subdivisions of Philosophy and Psychology/Subdivisi Standar Dari Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Virda Syifa
Date Deposited: 09 Oct 2018 01:53
Last Modified: 12 Oct 2018 01:22
URI: http://repository.mercubuana.ac.id/id/eprint/44897

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