PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK SMARTPHONE XIAOMI: STUDI EKSPERIMEN KUASI

PRASETYA, MAULANA RIZKI (2020) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK SMARTPHONE XIAOMI: STUDI EKSPERIMEN KUASI. S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
1. Cover.pdf

Download (202kB) | Preview
[img]
Preview
Text (ABSTRAK)
2. Abstrak.pdf

Download (362kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
3. Lembar Pernyataan.pdf

Download (417kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf

Download (436kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf

Download (407kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
6. Daftar Isi.pdf

Download (365kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf

Download (361kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf

Download (359kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf

Download (361kB) | Preview
[img] Text (BAB I)
10. Bab 1.pdf
Restricted to Registered users only

Download (468kB)
[img] Text (BAB II)
11. Bab 2.pdf
Restricted to Registered users only

Download (453kB)
[img] Text (BAB III)
12. Bab 3.pdf
Restricted to Registered users only

Download (586kB)
[img] Text (BAB IV)
13. Bab 4.pdf
Restricted to Registered users only

Download (756kB)
[img] Text (BAB V)
14. Bab 5.pdf
Restricted to Registered users only

Download (410kB)
[img] Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf
Restricted to Registered users only

Download (454kB)
[img] Text (LAMPIRAN)
16. Lampiran.pdf
Restricted to Registered users only

Download (913kB)

Abstract

This research is intended to study the electronic of word of mouth (eWOM) on brand personality in Xiaomi smartphone products. Data collection in this study involved 60 respondents. This type of research was conducted using a randomized pretest-posttest control group design. In this study two groups were arranged, namely the experimental group and the control group. the experimental group provided consisted of reviews of xiaomi smartphone products from youtube and in the control group no training was given. Tests were given twice, namely pretest and posttest. The instrument used in this study uses a brand recognition measuring scale consisting of 21 items that are recognized as valid. This study uses the t-test and ANAKOVA. The results of the study showed that there were significant differences in the electronic words of brand personality on smartphone Xiaomi products. Keywords:Electronic Word of Mouth, Brand Personality Penelitian ini bertujuan untuk mengetahui peran electronic word of mouth (eWOM) terhadap kepribadian merek pada produk smartphone Xiaomi. Pengumpulan data dalam penelitian ini melibatkan 60 responden. Jenis penelitian ini dilaksanakan dengan menggunakan Randomized pretest-posttest control group design. Pada penelitian ini dibentuk dua kelompok, yaitu kelompok eksperimen dan kelompok kontrol. pada kelompok eksperimen diberikan perlakuan berupavideo review mengenai produk smartphone xiaomi dari youtube dan pada kelompok kontrol tidak diberikan perlakuan apapun. Diberikan tes sebanyak 2 kali yaitu pretest dan posttest. Instrument yang digunakan dalam penelitian ini adalah menggunakan skala ukur kepribadian merek yang terdiri dari 21 item soal yang telah dinyatakan valid. Penelitian ini menggunakan uji-t dan ANAKOVA. Hasil penelitian menunjukkan bahwa ada pengaruh yang signifikan pada electronic word of mouth terhadap kepribadian merek pada produk smartphone xiaomi. Kata Kunci: Electronic Word of Mouth, Kepribadian Merek

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 233
Call Number: SP/61/19/036
NIM: 46114010050
Uncontrolled Keywords: Electronic Word of Mouth, Kepribadian Merek
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 177 Ethics of Social Relations/Etika Dalam Hubungan Sosial Pergaulan
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 177 Ethics of Social Relations/Etika Dalam Hubungan Sosial Pergaulan > 177.4 Personal Appearance/Penampilan Pribadi
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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
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
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Jan 2020 02:10
Last Modified: 21 Jan 2020 03:42
URI: http://repository.mercubuana.ac.id/id/eprint/53179

Actions (login required)

View Item View Item