UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Pengaruh Twitter Ewom terhadap brand knowledge brand relationship dan behavioral outcomes pada majalah Nylon Indonesia = The influence of twitter ewom to brand knowledge brand relationship and behavioral outcomes on Nylon Indonesia magazine

Deasy Rizkinanti; M. Gunawan Alif, supervisor; Nurdin Sobari, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

ABSTRAK
Tesis ini membahas tentang analisis pengaruh komponen dari brand knowledge
yang terdiri dari brand awareness dan brand image, komponen brand relationship
yang terdiri dari brand satisfaction, brand trust, dan brand attachment, juga
behavioral outcomes seperti current purchase dan future purchase pada majalah
NYLON Indonesia, melalui media sosial Twitter sebagai media pembentukan
electronic Word Of Mouth (eWOM). Alat analisis yang digunakan adalah
Structural Equation Modelling (SEM).Hasil penelitian ini menunjukkan bahwa
brand awareness memiliki pengaruh positif terhadap brand image, brand
satisfaction, dan brand trust.Brand image memiliki pengaruh positif terhadap
brand satisfaction dan brand trust, brand trust memiliki pengaruh positif terhadap
brand attachment, brand attachment memiliki pengaruh positif terhadap current
purchase, dan current purchase memiliki pengaruh positif terhadap future
purchase. Dari hasil penelitian ini juga ditemukan jalur pembentukan efektif
eWOM positif yaitu dari brand awarenessbrand satisfactionbrand
attachmentcurrent purchasefuture purchase

ABSTRACT
This thesis discusses analysis about the influence of brand knowledge component
consisting of brand awareness and brand image, brand relationship component
consisting of brand satisfaction, brand trust, and brand attachment, as well as
behavioral outcomes of current and future purchase purchase at NYLON
magazine Indonesia, through Twitter social media as a medium of electronic
Word Of Mouth (eWOM). Tools analysis using Structural Equation Modeling
(SEM). The result of this study showed that brand awareness has a positive
influence on brand image, brand satisfaction and brand trust. Brand image has a
positive influence on brand satisfaction and brand trust, brand trust has a positive
influence on brand attachment, brand attachment has a positive influence on the
current purchase, and current purchase has a positive influence on future
purchase. From the results of this study also found a positive eWOM effective
formation pathway that is brand awarenessbrand satisfactionbrand
attachmentcurrent purchasefuture purchase

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xii, 96 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T-Pdf 15-17-634189219 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20390286
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