Christy, Genca Monica Brilliant Evi (2019) Pengaruh Komunikasi Word Of Mouth Terhadap Brand Awareness Kain Lukis Nasrafa di Surakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetehui bagaimana pengaruh antara komunikasi Word Of Mouth terhadap munculnya Brand Awareness Kain Lukis Nasrafa bagi pembeli produk Kain Lukis Nasrafa. Penelitian ini merupakan penelitian kuantitatif dengan paradigma positivistik, metode yang digunakan dalam penelitian ini adalah metode survey dengan menggunakan instrument kuesioner tertutup. Total sampel yang digunakan adalah 30 orang sebagai responden dengan menggunakan metode total sampling. Hasil penelitian ini menunjukkan bahwa hasil interpretasi beberapa uji menunjukkan bahwa Ho ditolak dan Ha diterima, yang artinya terdapat pengaruh antara komunikasi Word Of Mouth dengan Brand Awareness. Melalui pengujian dapat dikatakan bahwa komunikasi Word Of Mouth Kain Lukis Nasrafa berpengaruh signifikan terhadap Brand Awareness merek Kain Lukis Nasrafa sebesar 0,000<0,005. Kontribusi yang diberikan komunikasi Word Of Mouth terhadap Brand Awareness Kain Lukis Nasrafa di Surakarta sebesar 62,2%.
English Abstract
Genca Monica Brilliant Evi Christy (2019). Mass Communication Interest, Communication Departenment, Social and Political Science Faculty, Brawijaya University, Malang. Paper : Communication Influence of Word Of Mouth To Brand Awareness of Nasrafa Painting Cloth in Surakarta. Directed by Nufian S. Febriani, S.I.Kom., M.I.Kom. The objective of the study is to determine the communication influence of Word Of Mouth to the revelation of Brand Awareness of Nasrafa Painting Cloth to the buyers of Nasrafa Painting Cloth. The study is a quantitative study using the positivistic paradig. The method used in the study is survey with the closed questionair instrument. The total sample is 30 respondents used method total smpling. The result of the study shows that the interpretation result of several test indicates that Ho is refused and Ha is accepted. It means that there are influences of Word Of Mouth communication with Brand Awareness. Through the careful test it is stated that Word Of Mouth communication of the Nasrafa Painting Cloth around 0,000<0,005. The given contribution of Word Of Mouth communication to Brand Awareness of Nasrafa Painting Cloth in Surakarta is about 62,2%
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/1084/052000624 |
| Uncontrolled Keywords: | Komunikasi Word Of Mouth, Brand Awareness, Kain Lukis Nasrafa.- Word Of Mouth, Brand Awareness, Nasrafa Painting Cloth |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 18 Aug 2020 03:12 |
| Last Modified: | 18 Aug 2020 03:12 |
| URI: | http://repository.ub.ac.id/id/eprint/178880 |
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