ZAHRA, MUSDZALIFAH LESTARI AL (2023) PENGARUH WORD OF MOUTH TERHADAP BRAND AWARENESS KATERING FUN FRESH EVERYDAY. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
44318110024-Musdzalifah Lestari Al Zahra-01 Cover - Musdzalifah Lestari Al Zahra.pdf Download (502kB) | Preview |
|
|
Text (Abstrak)
44318110024-Musdzalifah Lestari Al Zahra-02 Abstrak - Musdzalifah Lestari Al Zahra.pdf Download (142kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
44318110024-Musdzalifah Lestari Al Zahra-03 BAB 1 - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (286kB) |
|
|
Text (Bab 2)
44318110024-Musdzalifah Lestari Al Zahra-04 BAB 2 - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (346kB) |
|
|
Text (Bab 3)
44318110024-Musdzalifah Lestari Al Zahra-05 BAB 3 - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (240kB) |
|
|
Text (Bab 4)
44318110024-Musdzalifah Lestari Al Zahra-06 BAB 4 - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (394kB) |
|
|
Text (Bab 5)
44318110024-Musdzalifah Lestari Al Zahra-07 BAB 5 - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (101kB) |
|
|
Text (Daftar Pustaka)
44318110024-Musdzalifah Lestari Al Zahra-08 Daftar Pustaka - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (169kB) |
|
|
Text (Formulir pernyataan keabsahan dan persetujuan publikasi tugas akhir)
44318110024-Musdzalifah Lestari Al Zahra-11 Hasil Scan Formulir Pernyataan Keabsahan dan Persetujuan Publikasi Tugas Akhir - Musdzalifah Lestari Al Zahra.pdf Restricted to Registered users only Download (120kB) |
Abstract
Dalam era digitalisasi ini, persaingan usaha sangatlah ketat yang mengakibatkan semakin banyak variabel-variabel yang dapat mempengaruhi keberhasilan suatu bisnis. Dalam kehidupan sehari - hari word of mouth dapat membuat orang lebih percaya, jika dibandingkan dengan munculnya iklan-iklan yang marak diberbagai media. Melalui cerita dari pengalaman orang lain dapat membuat orang lebih terbujuk untuk mengikuti seperti yang dikatakan orang tersebut. Jadi, kekuatan dari word of mouth dapat dipengaruhi oleh karakteristik komunikatornya dalam menyampaikan suatu pesan kepada komunikan. Tujuan dari penelitian ini adalah untuk mengetahui apakah word of mouth berpengaruh terhadap brand awareness katering Fun Fresh Everyday. Penelitian ini berlandaskan pada Aeker (Wahid & Rizki, 2018), mengenai tingkatan Brand Awareness yaitu brand unaware, brand recognition, familiar brand, top of mind. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan dengan 30 responden dengan teknik sampling acak. Hasil data diolah menggunakan SPSS melalui uji korelasi dan regresi. Hasil penelitian ini adalah adanya pengaruh antara Word of mouth (Topics, Tools, Taking parts, Tracking) dengan Brand Awareness (Top of Mind, Familiar Brand, Brand Recognition, Brand Unware) dengan menggunakan elemen-elemen yang terdapat di dalam word of mouth, yaitu topics, tools, taking parts, tracking. Penelitian ini menyimpulkan bahwa word of mouth dapat memberikan pengaruh yang kuat brand awareness dengan angka korelasi 0,707 (hubungan kuat). Kata Kunci : Produk Olahan Buah, Word of mouth, Brand Awareness. In this era of digitalization, business competition is very tight which results in more and more variables that can affect the success of a business. In everyday life, word of mouth can make people more trustworthy, when compared to the appearance of advertisements that are rife in various media. Through stories from other people's experiences, it can make people more persuaded to follow what that person said. So, the power of word of mouth can be influenced by the characteristics of the communicator in conveying a message to the communicant. The purpose of this research is to find out whether word of mouth has an effect on brand awareness of Fun Fresh Everyday catering. This research is based on Aeker (Wahid & Rizki, 2018), regarding the levels of Brand Awareness, namely brand unaware, brand recognition, familiar brand, top of mind. This study used a quantitative approach with a survey method conducted with 30 respondents using a random sampling technique. The results of the data were processed using SPSS through correlation and regression tests. The result of this study is an influence between Word of mouth (Topics, Tools, Taking parts, Tracking) and Brand Awareness (Top of Mind, Familiar Brand, Brand Recognition, Brand Unware) by using the elements contained in word of mouth, namely topics, tools, taking parts, tracking. This study concludes that word of mouth can have a strong influence on brand awareness with a correlation rate of 0.707 (strong). Keywords: Processed Fruit Products, Word of mouth, Brand Awareness.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44318110024 |
| Uncontrolled Keywords: | Kata Kunci : Produk Olahan Buah, Word of mouth, Brand Awareness. Keywords: Processed Fruit Products, Word of mouth, Brand Awareness. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SITI NOVI NUR CAHYANI |
| Date Deposited: | 14 Sep 2023 06:42 |
| Last Modified: | 14 Sep 2023 06:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80842 |
Actions (login required)
 |
View Item |
