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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