Pengaruh Word Of Mouth Terhadap Brand Loyalty Melalui Brand Awareness Sebagai Variabel Mediasi (Studi Pada Mahasiswa Pengguna T-Cash Di Universitas Brawijaya )

Pradana, Edwin Putra (2018) Pengaruh Word Of Mouth Terhadap Brand Loyalty Melalui Brand Awareness Sebagai Variabel Mediasi (Studi Pada Mahasiswa Pengguna T-Cash Di Universitas Brawijaya ). Sarjana thesis, Universitas Brawijaya.

Abstract

Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh word of mouth terhadap brand loyalty pengguna T-cash yang dimediasi oleh brand awareness, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel dengan variabel lainnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden yang memiliki dan menggunakan T-cash setidaknya 3 bulan pemakaian dengan rata-rata transaksi 100 ribu perbulan. Dengan menggunakan teknik non-probability sampling. Uji hipotesis menggunakan uji T dan indirect effect. Analisis data menggunakan Partial Least Squere (PLS) menggunakan software SmartPLS 3.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah ditentukan sebelumnya dapat disimpulkan bahwa variabel word of mouth berpengaruh positif dan signifikan terhadap brand loyalty. Variabel word of mouth berpengaruh positif dan signifikan terhadap brand awareness. Variabel brand awareness berpengaruh positif dan signifikan terhadap brand loyalty. Variabel word of mouth berpengaruh positif dan signifikan terhadap brand loyalty yang dimediasi oleh brand awareness.

English Abstract

The purpose of this research is to know the influence of word of mouth to loyalty user of T-cash user mediated by brand awareness, either directly or indirectly. This type of research is explanatory research which explains the relationship between variables. This study uses a sample of 100 respondents, 100 respondents who have and use T-cash has 3 months of usage with an average transaction of 100 thousand per month. Using non-probability sampling technique. Hypothesis test using T-test and indirect effect. Data analysis using software Partial Least Square (PLS) and assisted SmartPLS 3.0 for easy research. From the result of hypothesis test which has been done can be concluded that variable of word of mouth positive and significant to brand loyalty. Positive word of mouth variable and significant to brand awareness. Brand awareness Variable is positive and significant to brand loyalty. Positive word of mouth variable and significant to brand loyalty mediated by brand awareness.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/306/051807762
Uncontrolled Keywords: Word of Mouth, Brand Awareness, Brand Loyalty,
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 22 May 2019 02:00
Last Modified: 19 Oct 2021 06:41
URI: http://repository.ub.ac.id/id/eprint/164697
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