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

PRASETYA, MAULANA RIZKI (2019) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPRIBADIAN MEREK PADA PRODUK SMARTPHONE XIAOMI: STUDI EKSPERIMEN KUASI. S1 thesis, Universitas Mercu Buana.

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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
NIM/NIDN Creators: 46114010050
Uncontrolled Keywords: Electronic Word of Mouth, Kepribadian Merek
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.2 Individual Psychology, Characters/Psikologi Individual, Karakter
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.2 Individual Psychology, Characters/Psikologi Individual, Karakter > 155.23 Traits and Determinants of Character and Personality/Ciri dan Faktor Penentu Karakter dan Kepribadian
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 21 Feb 2022 10:00
Last Modified: 11 May 2022 04:28
URI: http://repository.mercubuana.ac.id/id/eprint/56485

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