Hasbullah, Faiz (2019) Pengaruh Pengaruh Brand Personality dan Brand Love terhadap Word of Mouth (Survei online pada pengguna smartphone Samsung di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menganalisis pengaruh Brand Personality Love terhadap Word of Mouth, (2) pengaruh Brand Love terhadap Word of Mouth, (3) pengaruh Brand Personality dan Brand Love terhadap Word of Mouth secara bersama-sama. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Brand Personality, Brand Love, dan Word of Mouth. Populasi penelitian ini adalah pembeli dan pengguna smartphone Samsung yang telah menggunakan smartphone Samsung lebih dari 2 tahun, berusia di tas 18 tahun dan berdomisili di Kota Malang. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan uji asumsi klasik Hasil uji t dan uji F menunjukkan bahwa Brand Personality (X1) berpengaruh signifikan terhadap Word of Mouth (Y), Brand Love (X2) berpengaruh signifikan terhadap Word of Mouth (Y) dan Brand Personality (X1) dan Brand Love (X2) berpengaruh signifikan secara bersama-sama terhadap Word of Mouth (Y) Berdasarkan hasil penelitian diharapkan Samsung dapat mempertahankan dengan konkrit dan meningkatkan lagi Brand Personality yang telah terbentuk serta meningkatkan hubungan emosional dengan konsumen supaya terbentuk Brand Love sehingga menguntungkan perusahaan dalam hal promosi produk.
English Abstract
This study aims to (1) analyze the effect of Brand Personality Love towards Word of Mouth, (2) the influence of Brand Love towards Word of Mouth, (3) the influence of Brand Personality and Brand Love towards Word of Mouth bersamasamaeously This type of research is an explanatory quantitative approach. The variables in this study include Brand Personality, Brand Love, and Word of Mouth. The population of this research is Samsung smartphone buyers and users who have been using it for more than 2 years, aged over 18 years and domiciled in Malang. The sample used in this study were 100 respondents taken using purposive sampling and data collection method uses questionnaires. Analysis of the data used is descriptive analysis and classic assumption test. T test and F test results show that Brand Personality (X1) has a significant influence on Word of Mouth (Y), Brand Love (X2) has a significant influence on Word of Mouth (Y) and Brand Personality (X1) and Brand Love (X2) has a significant influence on Word of Mouth (Y). Based on the results of the study, Samsung is expected to be able to maintain concretely and increase the Brand Personality that has been formed and improve emotional relationship with consumers to form Brand Love so that it gives benefit to the company in terms of product promotion
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/892/052001067 |
| Uncontrolled Keywords: | Brand Personality, Brand Love dan Word of Mouth Brand Personality, Brand Love and Word of Mouth |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 10 Nov 2020 14:47 |
| Last Modified: | 21 Oct 2021 00:35 |
| URI: | http://repository.ub.ac.id/id/eprint/178555 |
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