PENGARUH KOMUNIKASI PERSONAL SELLING DAN WORD OF MOUTH TERHADAP SIKAP UNTUK MEMBELI MOBIL NISSAN MELALUI HEURISTIK DAN SISTEMATIK MODEL ( SURVEY PADA PENGGUNA MOBIL NISSAN DI NISSAN KEBON JERUK 2017-2018 )

HARTONO, ALEX (2019) PENGARUH KOMUNIKASI PERSONAL SELLING DAN WORD OF MOUTH TERHADAP SIKAP UNTUK MEMBELI MOBIL NISSAN MELALUI HEURISTIK DAN SISTEMATIK MODEL ( SURVEY PADA PENGGUNA MOBIL NISSAN DI NISSAN KEBON JERUK 2017-2018 ). S2 thesis, Universitas Mercu Buana.

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Abstract

This study describes message processing in personal selling marketing communications and word of mouth by using the processing of heuristic and systematic model messages in shaping consumer buying attitudes, from this study concluded that consumer decision making to buy cars in personal selling communication is a risky decision making high because there is a value of investment that is not cheap, for it is needed processing messages that are systematic in nature, while message processing in word of mouth communication both message processing models are heuristically and systematically dominated by message processing systematically even though the value is not far adrift Keywords: Personal Selling, Word of mouth, attitude to buy and Heuristic & systematic models Studi ini memaparkan pemprosesan pesan dalam komunikasi pemasaran personal selling dan word of mouth dengan menggunakan pemprosesan pesan model heuristik dan sistematik dalam membentuk sikap membeli konsumen, dari penelitian ini menghasilkan kesimpulan bahwa pengambilan keputusan konsumen untuk membeli mobil dalam komunikasi personal selling merupakan suatu pengambilan keputusan yang beresiko tinggi karna ada nilai investasi yang tidak murah, untuk itu dibutuhkan pemprosesan yang pesan yang bersifat sistematik, sedangkan pemprosesan pesan pada komunikasi word of mouth kedua model pemprosesan pesan secara heuristik dan sistematik di dominasi pemprosesan pesan secara sistematik walaupun nilainya tidak lah terpaut jauh Kata kunci : Personal Selling, Word of mouth, Sikap membeli dan Heuristik & sistematik model

Item Type: Thesis (S2)
Call Number CD: CD/552. 19 001
NIM/NIDN Creators: 55216120042
Uncontrolled Keywords: Personal Selling, Word of mouth, Sikap membeli dan Heuristik & sistematik model
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Jan 2022 07:34
Last Modified: 26 Mar 2022 07:59
URI: http://repository.mercubuana.ac.id/id/eprint/53722

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