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
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