Pengaruh Electronic Word-of-Mouth terhadap Brand Credibility melalui Brand Image Maybelline Indonesia

Wynne, Wynne (2019) Pengaruh Electronic Word-of-Mouth terhadap Brand Credibility melalui Brand Image Maybelline Indonesia. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini didasarkan pada kemudahan bertransaksi melalui e-commerce yang menyebabkan masyarakat mencari informasi untuk menilai suatu produk sebelum melakukan pembelian melalui ulasan online yang ada. Maybelline Indonesia telah memasarkan produk- produknya melalui e-commerce dan kini produknya seringkali diulas konsumen secara online. Ulasan online merupakan bentuk Electronic Word-of-Mouth yang pengaruhnya ingin dilihat dalam penelitian ini. Peneliti ingin melihat bagaimana pengaruh Electronic Word-of-Mouth pada platform reviews Femaledaily.com terhadap brand credibility melalui brand image Maybelline Indonesia sebagai variabel intervening bagi pembaca di wilayah Jakarta. Penelitian ini bersifat kuantitatif eksplanatif dan dilakukan dengan metode survei. Teknik pengambilan sampel yang digunakan adalah non- probability purposive sampling melalui penyebaran kuesioner online kepada 400 responden. Teknik analisis data yang digunakan adalah analisis jalur dengan hasil penelitian menunjukkan adanya pengaruh 0.556 dari Electronic Word-of-Mouth terhadap brand credibility melalui brand image Maybelline Indonesia. Diketahui bahwa kontribusi terbesar diberikan oleh brand image terhadap brand credibility Maybelline Indonesia.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Electronic Word-of-Mouth, Brand Image, Brand Credibility
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Communication > Strategic Communication
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	04 Dec 2019 06:14
Last Modified:	13 May 2023 07:57
URI:	https://kc.umn.ac.id/id/eprint/10573

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