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)
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ABSTRAK Tesis ini membahas tentang analisis pengaruh komponen dari brand knowledgeyang terdiri dari brand awareness dan brand image, komponen brand relationshipyang terdiri dari brand satisfaction, brand trust, dan brand attachment, jugabehavioral outcomes seperti current purchase dan future purchase pada majalahNYLON Indonesia, melalui media sosial Twitter sebagai media pembentukanelectronic Word Of Mouth (eWOM). Alat analisis yang digunakan adalahStructural Equation Modelling (SEM).Hasil penelitian ini menunjukkan bahwabrand awareness memiliki pengaruh positif terhadap brand image, brandsatisfaction, dan brand trust.Brand image memiliki pengaruh positif terhadapbrand satisfaction dan brand trust, brand trust memiliki pengaruh positif terhadapbrand attachment, brand attachment memiliki pengaruh positif terhadap currentpurchase, dan current purchase memiliki pengaruh positif terhadap futurepurchase. Dari hasil penelitian ini juga ditemukan jalur pembentukan efektifeWOM positif yaitu dari brand awarenessbrand satisfactionbrandattachmentcurrent purchasefuture purchase ABSTRACT This thesis discusses analysis about the influence of brand knowledge componentconsisting of brand awareness and brand image, brand relationship componentconsisting of brand satisfaction, brand trust, and brand attachment, as well asbehavioral outcomes of current and future purchase purchase at NYLONmagazine Indonesia, through Twitter social media as a medium of electronicWord Of Mouth (eWOM). Tools analysis using Structural Equation Modeling(SEM). The result of this study showed that brand awareness has a positiveinfluence on brand image, brand satisfaction and brand trust. Brand image has apositive influence on brand satisfaction and brand trust, brand trust has a positiveinfluence on brand attachment, brand attachment has a positive influence on thecurrent purchase, and current purchase has a positive influence on futurepurchase. From the results of this study also found a positive eWOM effectiveformation pathway that is brand awarenessbrand satisfactionbrandattachmentcurrent purchasefuture purchase |
 T-Deasy Rizkinanti.pdf :: Unduh
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| No. Panggil : | T-Pdf |
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| Penerbitan : | Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014 |
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| 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 |
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| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI |
| No. Panggil | No. Barkod | Ketersediaan |
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| T-Pdf | 15-17-634189219 | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20390286 |
