MULDYA, ANNISHYA (2020) Pengaruh Kepribadian Merek Brand Makanan KFC Terhadap Electronic Word of Mouth. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to investigate the impact of electronic word of mouth toward brand personalitu on KFC. A total of 150 people respondent ranged age 22 – 40 years old were involverd in this study . Electronic word of mouth measured using a scale whixh consist of six item , brand , personality measured using a scale concists of 19 items. The study found that electronic word of mouth has significant role towards to brand personality. The result of the R square of 0.56 shows that electronic word of mouth towards brand give 0,493 percent show that electornic world of mouth had a big impact for brand personality. Keywords: Electronic word of mouth, eWOM, Brand personality, purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth elektronik terhadap brand personalitu pada KFC. Sebanyak 150 orang responden yang berusia 22 - 40 tahun terlibat dalam penelitian ini. Elektronik dari mulut ke mulut diukur menggunakan skala yang terdiri dari enam item, merek, kepribadian diukur menggunakan skala terdiri dari 19 item. Studi ini menemukan bahwa kata elektronik dari mulut ke mulut memiliki peran signifikan terhadap kepribadian merek. Hasil dari R square sebesar 0,56 menunjukkan bahwa elektronik word of mouth terhadap merek memberikan 0,493 persen menunjukkan bahwa dunia mulut elektornik memiliki dampak besar bagi kepribadian merek. Kata kunci: Elektronik dari mulut ke mulut, eWOM, Kepribadian merek, Keputusan pembelian Kata kunci: Elektronik dari mulut ke mulut, eWOM, Kepribadian merek, Keputusan pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FP/PSI. 19 287 |
| NIM/NIDN Creators: | 46113110142 |
| Uncontrolled Keywords: | Elektronik dari mulut ke mulut, eWOM, Kepribadian merek, Keputusan pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 07 Mar 2022 08:53 |
| Last Modified: | 08 Jun 2022 06:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57367 |
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