UI - Tesis Open :: Kembali

UI - Tesis Open :: Kembali

The effectiveness of localized advertisement communicating word of mouth referral marketing strategies for Global consumer giids in Indonesia

Nesia Isrilmirantie; Eduard Lukman, supervisor; Henry Faisal Noor, examiner; Firman Kurniawan Sujono, examiner (Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2009)

 Abstrak

The focus of the study is advertising ef’fectiveness of the localized advertisement in communicating WOM referral marketing strategy that is adapted by the local culture and custom way of communicating of Indonesian people. Besides that it consumer word of mouth activity is also conducted to the consumer’s pre- purchasing thinking and also the product involvement. Since the focus of the research is a product of a multinational company with a global-localized vision, it is interesting discover their localized approach in adjusting with the local culture in their marketing strategy planning.
The variables that are included in this research are advertising effectiveness, pre- purchasing thinking, product involvement, and consumer WOM (word of mouth).
This research is a quantitative uses path analysis to measure the effect between the advertisement effectiveness and the consumer WOM (word of mouth), pre-purchasing thinking, and product involvement.

 File Digital: 1

 Kata Kunci

 Metadata

Jenis Koleksi : UI - Tesis Open
No. Panggil : T33854
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2009
Bahasa : eng
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xvii, 197 pages : illustration + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T33854 15-23-49297351 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20338972
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