Pengaruh Electronic Word of Mouth terhadap Brand Image dan Brand Switching (Survei pada Mahasiswa Pengguna Operating System Android di Universitas Brawijaya)

Maretama, Arif Ryan (2018) Pengaruh Electronic Word of Mouth terhadap Brand Image dan Brand Switching (Survei pada Mahasiswa Pengguna Operating System Android di Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah: 1) Menganalisis pengaruh EWOM terhadap brand image pada pengguna OS Android, 2) Menganalisis pengaruh EWOM terhadap brand switching pada pengguna OS Android, 3) Menganalisis pengaruh brand image terhadap brand switching pada pengguna OS Android. Jenis penelitian yang digunakan adalah explanatory research dengan teknik pengambilan sampel menggunakan cara purposive sampling. Metode pengumpulan data dilakukan dengan menggunakan survey yang disebarkan kepada mahasiswa Universitas Brawijaya sebanyak 116 orang. Teknik analisis data yang digunakan dalam penelitian ini adalah dengan menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa variabel Electronic Word of Mouth (X) berpengaruh signifikan terhadap Brand Image (Z) dengan nilai koefisien beta sebesar 0.905 dan tingkat probabilitas sebesar 0.000. Variabel Electronic Word of Mouth (X) berpengaruh negatif tidak signifikan terhadap Brand Switching (Y) dengan nilai koefisien beta sebesar -0.031 dan tingkat probabilitas sebesar 0.910. Variabel Brand Image (Z) berpengaruh negatif signifikan terhadap Brand Switching (Y) dengan nilai koefisien beta sebesar -0.794 dan tingkat probabilitas sebesar -0.008. Dari hasil penelitian dapat diketahui bahwa variabel Brand Image berfungsi sebagai Mediator Parsial. Hal itu dikarenakan variabel Electronic Word of Mouth dapat berpengaruh lebih besar terhadap Brand Switching dengan adanya pengarung dari Brand Image. Rekomendasi penelitian yang ditemukan adalah untuk mengembangkan penelitian, mengujinya pada populasi lain dan mengembangkannya dengan menambah variabel lain yang dapat mempengaruhi ketiga variabel tersebut.

English Abstract

The purpose of this study are: 1) To analyze and explain the influence of Electronic Word of Mouth on Brand Image, 2) To analyze and explain the influence of Electronic Word of Mouth on Brand Switching, 3) To analyze and explain the influence of Brand Image to Brand Switching. The type of research used is explanatory research with sampling technique using purposive sampling. Methods of data collection is done by using surveys distributed to Brawijaya University Student who use Android Operating System as much as 116 respondents. Data analysis technique used in this research is by using path analysis (path analysis). The result of this research shows that Electronic Word of Mouth (X) variable has significant effect on Brand Image (Z) with beta coefficient value of 0.905 and probability level of 0.000. Electronic Word of Mouth (X) variables negative not significantly influence Brand Switching (Y) with beta coefficient value of -0.031 and probability level of 0.910. Brand Image (Z) variables have negative significant effect on Brand Switching (Y) with beta coefficient value of -0.794 and probability level of -0.008. From the results of research can be seen that the variable Brand Image serves as a Partial Mediator. This is because the variable Electronic Word of Mouth can significantly influence Brand Switching with the role of mediator from Brand Image. The research recommendations found are to develop the research, examine the effect on other populations and develop it by adding another variable that can affect the three variables.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1002/051811734
Uncontrolled Keywords: Electronic Word of Mouth, Brand Image, Brand Switching
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 10 May 2019 06:28
Last Modified: 18 Oct 2021 02:11
URI: http://repository.ub.ac.id/id/eprint/165250
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