Ariani, Lina (2011) Pengaruh Word of Mouth terhadap Brand Loyalty Melalui Brand Awareness, Brand Association, dan Quality of Experience pada Pengguna Kartu Seluler Telkomsel dan Indosat di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Komunikasi merupakan sesuatu yang sangat penting bagi seluruh manusia di dunia. Seiring dengan semakin deras arus globalisasi yang di dalamnya dituntut adanya pertukaran informasi yang semakin cepat antar daerah dan Negara, membuat peranan telekomunikasi menjadi sangat penting. Dalam pasar telepon seluler sejak awal sudah tidak ada hambatan untuk masuk pasar bagi operator yang berminat dalam bisnis ini, sehingga persaingan antar operator dalam pasar ini semakin sengit. Dengan adanya persaingan tersebut para pelaku usaha perlu melakukan usaha pemasaran yang baik agar konsumen tertarik untuk menggunakan produk kartu selulernya dan mampu menciptakan Word of Mouth yang diharapkan dapat berdampak pada Brand Loyalty melalui Brand Awareness, Brand Association, dan Quality of Experience pada pengguna kartu seluler Telkomsel dan Indosat. Tujuan penelitian ini adalah (1) untuk mengetahui pengaruh Word of Mouth terhadap Brand Awareness, Brand Association dan Quality of Experience (2) untuk mengetahui pengaruh Brand Awareness, Brand Association dan Quality of Experience (3) untuk mengetahui pengaruh tidak langsung Word of Mouth terhadap Brand Loyalty melalui Brand Awareness, Brand Association dan Quality of Experience pada pengguna kartu seluler Telkomsel dan Indosat. Penelitian yang dilakukan termasuk penelitian penjelasan ( explanatory research) , yaitu menjelaskan hubungan kausal antara variabel-variabel penelitian melalui pengujian hipotesa. Jumlah sampel yang diteliti adalah 200 responden. Analisis data yang digunakan adalah analisis jalur ( path analysis ). Hasil dari penelitian ini adalah (1) adanya kontribusi dari Word of Mouth dalam menciptakan dan meningkatkan Brand Awareness, Brand Association, dan Quality of Experience pada pengguna kartu seluler Indosat. Sedangkan pada pengguna Telkomsel, Word of Mouth hanya berkontribusi dalam memunculkan dan meningkatkan Brand Association dan Quality of Experience . Namun tidak berkontribusi dalam memunculkan Brand Awareness . (2) Pada pengguna Telkomsel, hanya Brand Awareness dan Quality of Experience yang berkontribusi dalam membentuk Brand Loyalty . Sedangkan pada pengguna Indosat, hanya Quality of Experience yang berkontribusi dalam membentuk Brand Loyalty (3) diketahui bahwa Word of Mouth berkontribusi membentuk Brand Loyalty melalui Quality of Experience pada pengguna kartu seluler Telkomsel dan Indosat.
English Abstract
Communication is something very important for all people in world. Along with swift currents of globalization in which required a more rapid exchange of information between regions and countries, make a very important role of telecommunications. In mobile phone market from start re are no barriers to market entry for operators who are interested in this business, so competition between operators in this market is increasingly fierce. With competition of business need to do a good marketing effort to consumers interested in using a cellular card products and is able to create Word of Mouth that is expected to have an impact on Brand Loyalty by Brand Awareness, Brand Association, and Quality of Experience on Telkomsel and Indosat cellular card user. purpose of this study were (1) to determine effect of Word of Mouth on Brand Awareness, Brand Association and Quality of Experience (2) to determine effect of Brand Awareness, Brand Association and Quality of Experience (3) to determine indirect effect of Word of Mouth brand Loyalty through brand Awareness, brand Association and Quality of Experience on card users mobile Telkomsel and Indosat. Research conducted includes studies explanation (explanatory research), which describes causal relationship between variables of research by testing hypo ses. number of samples studied was 200 respondents. Analysis of data used was path analysis. results of this study were (1) contribution of Word of Mouth in creating and improving brand awareness, Brand Association, and Quality of Experience on Indosat cellular card users. While on users Telkomsel, Word of Mouth only contribute in generating and increasing Brand Association and Quality of Experience. But does not contribute in bringing brand awareness. (2) At users Telkomsel, only Brand Awareness and Quality of Experience that contribute in shaping Brand Loyalty. While user Indosat, only Quality of Experience that contribute in shaping Brand Loyalty (3) note that Word of Mouth contribute to form Brand Loyalty through Quality of Experience on mobile card users Telkomsel and Indosat.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/ARI/p/041103183 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 24 Oct 2011 19:08 |
| Last Modified: | 24 Oct 2011 19:08 |
| URI: | http://repository.ub.ac.id/id/eprint/159937 |
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