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Siregar, Lidya Vitasya
"Kenaikan jumlah kelahiran di Indonesia pada era pandemi memberikan peluang bagi usaha perlengkapan Bayi. Bersamaan dengan ini, transaksi pembelian online pun meningkat. Penelitian ini bertujuan untuk mengetahui segmentasi nilai dari setiap segmen pelanggan menggunakan Customer Lifetime Value (CLV) dan menyusun strategi untuk setiap segmentasi pelanggan guna meningkatkan nilai daya saing usaha. Metode K-Means Clustering digunakan untuk mensegmentasi pelanggan menjadi beberapa kluster dan nilai CLV dipakai untuk menentukan nilai dari setiap segmen pelanggan dengan variabel Recency, Frequency, dan Monetary (RFM). Penyebaran kluster menggunakan Customer Value Matrix (CVM) juga dilakukan untuk memastikan karakteristik kluster. Data sekunder didapat dari transaksi penjualan. Analisa penjualan produk dilakukan dengan metode Association Rule yang menghasilkan salah satu strategi dalam Customer Development. Penelitian menghasilkan 5 kluster untuk pelanggan dengan 16 strategi untuk keseluruhan kluster. Strategi cross-selling merupakan strategi yang paling direkomendasikan.

The increase number of births in Indonesia during the pandemic era provided opportunities for baby equipment businesses. At the same time, online purchase transactions have also increased. This study aims to determine the segmentation and value of each customer segment using CLV and develop strategies for each customer segmentation in order to increase the value of business competitiveness. The K-Means Clustering method is used to segment customers into several clusters and the CLV value is used to determine the value of each customer segment with the RFM variable. Cluster deployment using CVM is also carried out to ensure cluster characteristics. Secondary data is obtained from sales transactions. Analysis of product sales is carried out using the Association Rules method which results in one of the strategies in Customer Development. The research resulted in 5 clusters for customers with 16 strategies for the whole cluster. Cross-selling strategy is the most recommended strategy"
Depok: Fakultas Teknik Universitas Indonesia, 2021
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Hardiansyah
"ABSTRACT
Masyarakat Ekonomi ASEAN MEA yang terwujud pada tahun 2015, membawa banyak kesempatan dan tantangan kepada Indonesia sebagai salah satu negara anggotanya. Untuk menjawab tantangan MEA Indonesia akan mendorong Usaha Kecil dan Menengah UKM dan mengembangkan pengimplementasian industri 4.0. Terdapat lima sektor industri nasional yang akan menjadi unggulan untuk memperkuat fundamental struktur manufaktur Tanah Air dalam mengimplementasikan sistem revolusi industri keempat, dimana salah satu sector tersebut adalah fashion. Dalam usaha memenuhi tanggung jawab tersebut UKM harus dapat meningkatkan daya saing mereka dengan cara mempertahankan pelanggan dan pemanfaatan teknologi. Tujuan dati penelitian ini adalah mendapatkan strategi CRM untuk UKM dibidang fashion melalui segmentasi pelanggan berdasarkan customer lifetime value CLV melalui pendekatan model Recency, Frequency, dan Monetary RFM dan strategi customer development berdasarkan association rules. Didapatkan beberapa strategi customer development dari berbagai kluster yang telah dihasilkan dan strategi cross-selling dari pengolahan pola pembelian pelanggan dengan menggunakan association rules. Strategi tersebut diberikan sehingga UKM dapat perform dalam memanfaatkan e-commerce serta dapat meningkatkan loyalitas pelanggannya serta meningkatkan daya saing.

ABSTRACT
The Asean Economic Communities AEC, which has been happening since 2015, brought various challenges and opportunities for Indonesia as a member of ASEAN. To sucessfully face AEC challenges, Indonesia will stimulate Small and Medium Enterprises SMEs and develop the implementation of industry 4.0. There are five national industrial sectors that will be superior to strengthen the fundamentals of the country 39 s economic structure in implementing the fourth industrial revolution system, where one of these sectors is fashion industry. As an effort to fulfill their responsibilities, SMEs needs to be able to improve their market capability by retaining their customers and emerging techologies. As for the purpose of this research is to design CRM strategy for SMEs in the fashion sector by creating customers 39 characteristics segmentation based on customer lifetime value CLV using the Recency, Frequency, and Monetary RFM approach and customer development strategy that is relevant with the products as a result from association rule method. There are several customer development strategies from various clusters that have been generated and cross selling strategies from processing customer purchasing patterns using association rules so that these SMEs can perform by utilizing e commerce as well as improving customers 39 loyality and improving market capabilities. "
2018
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Duhita Wahyu Maulida
"

Jamu merupakan obat tradisional Indonesia yang sudah menjadi bagian dari budaya. Meningkatnya permintaan obat tradisional khususnya Jamu di Indonesia akibat pandemi COVID-19 memberikan peluang bagi bisnis obat tradisional dan jamu. Peningkatan permintaan menyebabkan munculnya UKM baru produk tradisional dan kesehatan, pada saat yang sama, transaksi pembelian online juga meningkat, mendorong UKM untuk beralih ke e-commerce. Penelitian ini bertujuan untuk mengetahui segmentasi dan nilai setiap segmen pelanggan menggunakan CLV dan mengembangkan strategi untuk setiap segmentasi pelanggan dalam rangka meningkatkan loyalitas pelanggan. Metode K-Means Clustering digunakan untuk mengelompokkan pelanggan menjadi beberapa cluster dan nilai CLV digunakan untuk menentukan nilai setiap segmen pelanggan dengan variabel Recency, Frequency, dan Monetary (RFM). Penyebaran klaster dengan menggunakan Customer Value Matrix (CVM) juga dilakukan untuk memastikan karakteristik klaster. Data sekunder diperoleh dari transaksi penjualan. Analisis penjualan produk dilakukan dengan menggunakan metode Association Rule yang menghasilkan salah satu strategi dalam Customer Development. Hasil penelitian menghasilkan 5 cluster untuk pelanggan dengan 13 strategi untuk keseluruhan cluster. Strategi cross-selling adalah strategi yang direkomendasikan.


Jamu is a traditional Indonesian medicine that has become part of the culture. The increasing demand for traditional medicines, especially Jamu in Indonesia due to the COVID-19 pandemic, provides opportunities for the traditional and herbal medicinal business. The increase in demand leads to the emergence of new traditional and health product SMEs, at the same time, online purchase transactions have also increased, encouraging SMEs to switch to e-commerce. This study aims to determine the segmentation and value of each customer segment using CLV and develop strategies for each customer segmentation in order to increase customer loyalty. The K-Means Clustering method is used to segment customers into several clusters and the CLV value is used to determine the value of each customer segment with Recency, Frequency, and Monetary (RFM) variables. Cluster deployment using the Customer Value Matrix (CVM) was also carried out to ensure cluster characteristics. Secondary data obtained from sales transactions. Analysis of product sales is carried out using the Association Rule method which produces one of the strategies in Customer Development. The research resulted in 5 clusters for customers with 13 strategies for the whole cluster. The cross-selling strategy is the recommended strategy.

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Depok: Fakultas Teknik Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Ivanka Griselda
"Niat pembelian konsumen dapat dipengaruhi oleh informasi yang berlebih selama belanja online. Oleh karena itu, pentingnya menginvestasikan setiap aspek identitas web dan layanan web dalam belanja online telah diakui, mulai dari aesthetic appeal, layout and functionality, serta financial security terhadap attitudinal loyalty dan behavioral loyalty yang dimediasi oleh perceived e-shopping value. Desain penelitian yang digunakan dalam penelitian ini adalah konklusif-deskriptif dengan tipe cross-sectional. Metode purposive sampling digunakan dalam penelitian ini dengan menganalisis 270 responden berjenis kelamin wanita berusia antara 17 sampai 35 tahun, berdomisili di wilayah JaBoDeTaBek dan pernah melakukan pembelanjaan produk kosmetik dan kecantikan melalui situs web Sociolla paling lama tiga bulan terakhir mulai dari Januari – Maret 2020. Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode survei dengan membagikan kuesioner via online dan pengolahan data dilakukan dengan menggunakan teknik Partial Least Squares - Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan aesthetic appeal, layout and functionality, serta financial security memiliki pengaruh terhadap perceived e-shopping value, attitudinal loyalty dan behavioral loyalty.

Consumer purchase intentions can be influenced by excess information during online shopping. Therefore, the importance of investing every aspect of web identity and web services in online shopping has been recognized, ranging from aesthetic appeal, layout and functionality, as well as financial security to attitudinal loyalty and behavioral loyalty mediated by perceived e-shopping value. The research design used in this study was conclusive-descriptive with cross-sectional type. The purposive sampling method was used in this study by analyzing 270 female respondents aged between 17 to 35 years, residing in the JaBoDeTaBek area and having spent cosmetics and beauty products through the Sociolla website for the latest three months starting from January - March 2020. Method data collection used in this study is a survey method by distributing questionnaires via online and data processing is carried out using Partial Least Squares - Structural Equation Modeling (PLS-SEM) techniques. The results showed that aesthetic appeal, layout and functionality, and financial security have an influence on perceived e-shopping value, attitudinal loyalty and behavioral loyalty."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
TA-Pdf
UI - Tugas Akhir  Universitas Indonesia Library
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Shahnaz Nadiva
"[ABSTRAK
Penggunaan online shopping, khususnya di bidang fashion, sebagai salah satu
pemenuhan kebutuhan masyarakat Indonesia memiliki proses penerimaan yang
kompleks berdasarkan perilaku konsumen yang late adopters, risk averse, socially
oriented, dan impulsive buyers. Salah satu model behavior yang sesuai dengan
perilaku konsumen tersebut adalah Schwartz Motivational Value. Penelitian ini
dikhususkan pada responden yang pernah melakukan pembelian secara online di
Zalora selama tiga bulan terakhir dan diolah menggunakan metode Structural
Equation Modelling untuk memperoleh value apa saja yang mempengaruhi behavior
konsumen dalam mengadopsi online shopping, sehingga diketahui sejauh mana
konsumen menerima online shopping melalui framework technology adoption
lifecycle serta dapat memberikan rekomendasi terkait strategi marketing perusahaan
e-commerce. Hasil penelitian menunjukkan bahwa grup konsumen socially oriented
dan impulsive buyers yang secara signifikan memanfaatkan resources internet dalam
melakukan online shopping, namun pada saat yang sama grup konsumen socially
oriented merasakan ketidakyamanan dalam melakukan online shopping. Selain itu,
dengan adanya resources dalam melakukan online shopping tidak serta merta
membuat konsumen sering melakukan online shopping dan berdampak pada uang
yang dikeluarkan, akan tetapi adanya ketidaknyamanan justru berdampak signifikan
terhadap frekuensi online shopping yang dilakukan konsumen serta uang yang
dikeluarkan. Oleh karena itu, berdasarkan hasil penelitian ini dapat disimpulkan
bahwa konsumen Zalora berada pada tahap Early Majority dalam menerima Zalora
sebagai salah satu online shopping di Indonesia.
ABSTRACT
The usage of online shopping, especially in the field of fashion, as one of the needs
fulfillment for Indonesian community seems to have a complex adoption process
based on the nature of Indonesian?s consumer behavior, which are late adopters, risk
averse, socially oriented and impulsive buyers. One of the behavior model that
corresponds to this consumer behavior is Schwartz Motivational Value. This research
is devoted to the respondents who had made a purchase online in Zalora over the past
three months and the data is processed using Structural Equation Modeling to obtain
values that influence the behavior of consumers in adopting online shopping, how far
consumers receive online shopping technology through the framework of technology
adoption lifecycle based on the result, and also provide recommendations related to
the company's marketing strategy. The results show that consumer who tends to be
socially oriented and impulsive buyers significantly utilize internet resources in doing
online shopping, but at the same time socially oriented consumers feel inconvinience
in doing online shopping. Moreover, with the resources to do online shopping does
not necessarily mean that consumers often do online shopping and spent more money
on online shopping, but the inconvinience in online shopping is precisely a significant
impact on the frequency of consumer online shopping done and the money that is
spent on it. Therefore, based on these results we can conclude that Zalora consumers
are at the stage of the Early Majority in accepting Zalora as one of the online
shopping in Indonesia., The usage of online shopping, especially in the field of fashion, as one of the needs
fulfillment for Indonesian community seems to have a complex adoption process
based on the nature of Indonesian’s consumer behavior, which are late adopters, risk
averse, socially oriented and impulsive buyers. One of the behavior model that
corresponds to this consumer behavior is Schwartz Motivational Value. This research
is devoted to the respondents who had made a purchase online in Zalora over the past
three months and the data is processed using Structural Equation Modeling to obtain
values that influence the behavior of consumers in adopting online shopping, how far
consumers receive online shopping technology through the framework of technology
adoption lifecycle based on the result, and also provide recommendations related to
the company's marketing strategy. The results show that consumer who tends to be
socially oriented and impulsive buyers significantly utilize internet resources in doing
online shopping, but at the same time socially oriented consumers feel inconvinience
in doing online shopping. Moreover, with the resources to do online shopping does
not necessarily mean that consumers often do online shopping and spent more money
on online shopping, but the inconvinience in online shopping is precisely a significant
impact on the frequency of consumer online shopping done and the money that is
spent on it. Therefore, based on these results we can conclude that Zalora consumers
are at the stage of the Early Majority in accepting Zalora as one of the online
shopping in Indonesia.]"
Fakultas Teknik Universitas Indonesia, 2015
S62137
UI - Skripsi Membership  Universitas Indonesia Library
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Renata Tursina
"CRM yang sukses seperti meningkatkan loyalitas pelanggan, dan profit perusahaan berawal dari identifikasi pelanggan berdasarkan nilai dan loyalitas pelanggan. Dalam penelitian ini, Customer Lifetime Value (CLV) digunakan untuk mensegmentasi pelanggan seluler berdasarkan nilai pelanggan. Atribut yang dipilih dari database pelanggan yaitu variabel recency, frequency dan monetary (RFM). Dalam segmentasi pelanggan digunakan metode k-means, salah satu metode dalam data mining dengan menggunakan Euclidean Distance dalam menentukan nilai k optimal (jumlah segmentasi optimal). Pembobotan variabel RFM menggunakan Analytic Hierarchy Process (AHP) untuk mengevaluasi customer lifetime value (CLV). Pada akhirnya, penelitian ini akan dilakukan analisis CLV pada masing-masing kelompok pelanggan yang dibagi dalam beberapa kuartal. Tujuan utama penelitian ini yaitu sebagai acuan pemberi keputusan strategi pemasaran perusahaan berdasarkan segmentasi pelanggan mereka.

A firm starts from identifying customers’ value and loyalty in identifying different segments of customer for to building successful customer relationship management (CRM) such as improve customer loyalty and revenue of the firm. In this paper, CLV is used to telecom market segmentation. The RFM (recency, frequency and monetary ) model variables were used to segment database, the K-means cluster analysis was also employed in data mining with K-optimum according to Euclidean Distance. The Analytic Hierarchy Process (AHP) was applied to determine the relative weights of RFM variables in evaluating customer customer lifetime value (CLV). Finally, this paper analysing customer lifetime value of each segments by tren of customer value in different quartal. The general aim of this study is to provide a quide to marketing decisions of the firm based on their customer segmentation.
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Depok: Fakultas Teknik Universitas Indonesia, 2014
S59292
UI - Skripsi Membership  Universitas Indonesia Library
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Soly Deo Glory
"

Tujuan dari penelitian ini adalah untuk menguji apakah atribut kualitas layanan elektronik pada situs website mobil mewah resmi akan mempengaruhi kepuasan pelanggan (e-satisfaction), dan apakah kepuasan pelanggan pada situs website resmi mobil mewah (e-satisfaction) akan mempengaruhi loyalitas pelanggan (e-loyalty), dan apakah loyalitas pelanggan pada website resmi (e-loyalty) akan membentuk pengaruh positif terhadap brand attitude pada merek mobil mewah. Studi ini berfokus pada konsumen mobil mewah aktual yang memiliki mobil mewah atau pernah membeli mobil mewah dengan kriteria mobil mewah memiliki kapasitas mesin sama dengan atau lebih dari 3000cc dengan harga sama dengan atau lebih dari 1 Milyar Rupiah, dan dengan kriteria lainnya yaitu konsumen harus telah mengunjungi situs web resmi mobil mewah dalam enam bulan terakhir. Melalui survei online, penulis meminta responden untuk mengevaluasi persepsi mereka tentang atribut layanan elektronik yang tersedia pada situs web resmi merek mobil mewah berdasarkan pengalaman mereka dengan situs tersebut. Sebanyak 423 responden diperoleh. Dari sembilan dimensi kualitas layanan elektronik yang diidentifikasi, deskripsi produk, presentasi produk, efisiensi, dan customer service pada website adalah dimensi signifikan yang mempengaruhi keseluruhan konsumen mobil mewah dalam kepuasan elektronik. E-satisfaction mempengaruhi e-loyalty, tetapi e-loyalty tidak signifikan mempengaruhi brand attitude. Meskipun pertumbuhan penggunaan internet meningkat dan minat pada mobil premium dari berbagai kalangan masayrakat meningkat, hanya sedikit penelitian yang berfokus pada bagaimana konsumen mobil mewah memandang situs website resmi perusahaan mobil mewah tersebut. Temuan penelitian ini memberikan implikasi praktis yang dapat dipertimbangkan bagi perusahaan merek mobil mewah dengan membuktikan bahwa dalam pertumbuhan teknologi dan penggunaan internet, strategi pemasaran dengan situs web resmi dapat berpengaruh pada kepuasaan dan loyalitas konsumen pada situs perusahaan.

Kata kunci: mobil mewah, website resmi, e-service quality, e-satisfaction, e-loyalty.


 

The purpose of this paper is to examine whether e-service quality attributes on the official luxury car website will affect customer satisfaction (e-satisfaction), and whether customer satisfaction on the official website of luxury cars (e-satisfaction) will affect customer loyalty (e-loyalty), and examine whether customer loyalty (e-loyalty) will form a positive affect to brand attitude on luxury car brands. This study focused on actual luxury consumers who have or have purchased luxury cars and have visited the luxury car official website in the past six month. An online survey asked participants to evaluate their perceptions of e- service quality attributes that is available on luxury car brands official sites based on their experience with the sites. Total 423 respondents obtained. Data processing is performed by using methods of Partial Least-Squares. First, measurement/ outer model to test the validity and reliability of the observed variables whether the observed variables can measure latent variables and to test the feasibility of indicators. The next method is inner model analysis to find out the relationship between variables and how the direct & indirect effects between variables. Of the nine e-service quality dimensions identified, product describe, product present, effectivity, and customer service were significant dimensions affecting luxury car consumers overall in e-satisfaction. E- satisfaction affecting e-loyalty, but e-loyalty were not significant affected brand attitude. Despite the growth of internet usage and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands own official website and how luxury car brands develop their own official website sites to meet demographically dissimilar customers necessities and how luxury car brands build and establish luxury atmosphere inside the internet media. The findings of the study provide valuable practical implications to luxury car companies by proving that in the growth of technology and internet usage, the marketing strategy by website official is applicable to engage luxury consumers by noticed the e-service quality attributes to find out the e-service quality attributes that affected luxury customers satisfaction (e-satisfaction) and loyalty (e- loyalty).

 

 

Keywords luxury car, official website, e-service quality, e-satisfaction, e-loyalty.

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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
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Margaretha Meiliana
"Semakin ketatnya persaingan bisnis dalam industri peternakan ayam ras petelur (layer) memberikan dampak terhadap profitabilitas perusahaan. Perusahaan seringkali berupaya meningkatkan loyalitas pelanggan untuk memaksimalkan profitabilitas. Penelitian ini bertujuan membantu PT X mengelola hubungan loyalitas dan profitabilitas pelanggan dengan pendekatan Customer Lifetime Value (CLV). Metode yang digunakan dalam penelitian kualitatif ini adalah metode deskriptif dengan data primer dan sekunder.
Hasil penelitian memperlihatkan tidak terdapat keterkaitan antara loyalitas dan profitabilitas. Implementasi CLV memberikan pertimbangan bagi perusahaan dalam mengalokasikan sumber daya pemasaran untuk mengelola loyalitas dan meningkatkan profitabilitas pelanggan. Selanjutnya, penelitian ini menyarankan PT X meningkatkan komunikasi dan pelayanan, menetapkan jumlah pesanan minimum sesuai jarak pengiriman, membuat program loyalitas pelanggan, dan melakukan penyusunan laporan profitabilitas pelanggan serta pengukuran CLV.

Increasing business competition in the layer poultry industry has an impact on the company's profitability. Company often tries to increase customer loyalty in order to maximize profitability. The research aims to help PT X manage the relationship between loyalty and profitability by using the Customer Lifetime Value approach (CLV). This qualitative research uses descriptive method, with primary and secondary data.
The result shows there is no relationship between loyalty and profitability. CLV implementation provides consideration for company in allocating marketing resources to manage loyalty and increase profitability. Furthermore, this research provide suggestions to PT X to improve its communication and services, set minimum order quantities according to the delivery distance, and create customer loyalty programs, customer's profitability report annually as well as the CLV measurement.
"
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
T-Pdf
UI - Tesis Membership  Universitas Indonesia Library
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Pocut Shafina Sufi Nirwana
"Artikel ini menganalisis teori Two Factor Theory pada iklan Lazada yang menggunakan repetisi jingle dengan slogan "Pengiriman Cepat, Gratis Ongkir". Penelitian ini dilakukan melalui metode kajian literatur untuk mengidentifikasi temuan yang menunjukkan adanya proses wear in dan wear out akibat repetisi jingle yang digunakan oleh Lazada sebagai elemen utama dalam komunikasi iklannya. Berdasarkan hasil studi, terlihat bahwa repetisi jingle dalam iklan ini melalui kedua proses wear in dan wear out. Jenis iklan yang mudah dipahami, karena berbentuk jingle ini membuatnya mudah diproses, sehingga wear in iklan ini dengan cepat meresap dalam masyarakat, tetapi juga mudah masuk dalam tahapan wear out. Artikel ini menyimpulkan bahwa efek repetisi, baik positif maupun negatif seperti yang dibahas dalam Two Factor Theory terjadi pada iklan Lazada ini karena munculnya komentar-komentar negatif terkait repetisi iklan yang dianggap berlebihan.

This article analyzes the Two Factor Theory theory in Lazada advertisements which use repetition of jingles with the tagline "Pengiriman Cepat, Gratis Ongkir". This research was conducted using a literature review method to identify findings that indicate a wear in and wear out process due to the repetition of jingles used by Lazada as the main element in its advertising communications. Based on the study results, it appears that the repetition of the jingle in this advertisement goes through both wear in and wear out processes. This type of advertisement is easy to understand, because it is in the form of a jingle, making it easy to process, so that the use of this advertisement quickly penetrates into society, but also easily enters the wear out stage. This article concludes that the repetition effect, both positive and negative as discussed in the Two Factor Theory, occurs in Lazada advertisements due to the emergence of negative comments regarding advertising repetition which is considered excessive.
"
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Fikri Dhiyaul Ilmi
"ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth pada ulasan online di akun media sosial Instagram @beritagadget terhadap minat beli melalui sikap merek. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden, berumur 17 tahun ke atas, yang dapat mengakses internet terutama Instagram dan pernah membaca informasi mengenai produk smartphone OPPO di akun Instagram @beritagadget, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan path analysis dan Uji Sobel pada SPSS 23.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap minat beli secara tidak langsung melalui variabel sikap merek dan juga memiliki pengaruh yang signifikan antara variabel electronic word of mouth terhadap minat beli konsumen secara langsung.

ABSTRACT
The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.
"
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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