DETAIL KOLEKSI

Pengaruh Self-relevant Value Dan Cafe- Relevant Value Terhadap Electronic Word- Of-mouth


Oleh : Indra Wicaksono Sugiyanto

Info Katalog

Nomor Panggil : 2017_TA_MJ_022154003

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Luki Adiati Pratomo

Subyek : Reflected appraisal of self;Marketing management

Kata Kunci : conspicuous value, self image congruency, cafe quality, price fainess.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022154003_Halaman-Judul.pdf 1345.56
2. 2017_TA_MJ_022154003_Bab-1.pdf 914.64
3. 2017_TA_MJ_022154003_Bab-2.pdf 948.43
4. 2017_TA_MJ_022154003_Bab-3.pdf 1778.87
5. 2017_TA_MJ_022154003_Bab-4.pdf 1145.69
6. 2017_TA_MJ_022154003_Bab-5.pdf 644.23
7. 2017_TA_MJ_022154003_Daftar-Pustaka.pdf 842.17
8. 2017_TA_MJ_022154003_Lampiran.pdf 4703.27

P Penelitian ini bertujuan untuk mengetahui adanya pengaruh self-relevant value dan cafe-relevant value terhadap electonic word-of-mouth. Penelitian ini menggunakan sumber data primer yang didapat secara langsung dari sumbernya dengan cara menyebarkan kuesioner dengan menggunakan tehnik purpose sampling. Data yang digunakan sebanyak 210 responden dengan kriteria minimum 17 tahun dan maksimum ≥45 tahun dan pernah mengunjungi coffee shop seperti Starbucks Coffee, Excelso, The Coffee Bean dan Maxx Coffee. Variabel dependen dalam penelitian ini adalah electonic word-of-mouth, sedangkan variabel independen adalah self-relevant value (reflected appraisal of self, conspicuous value, self dan image congruency) dan cafe-relevant value (cafe quality dan price fainess). Metode penelitian yang digunakan adalah analisis SEM uji kualitas data menggunakan uji validitas dan uji reabilitas. Hasil penelitian menunjukkan bahwa terdapat pen positif antara reflected appraisal of self, self image congruency dan cafe quality terhadap electonic word-of-mouth, sedangkan pada conspicuous value dan price fairness tidak terdapat pengaruh terhadap electonic word-of-mouth. Implikasi bagi manajer untuk dapat mempengaruhi konsumen untuk menyampaikan eWOM dengan memperhatikan faktor-faktor self-relevant value dan cafe-relevant value, agar konsumen mau menyampaikan eWOM. Rekomendasi untuk penelitian selanjutnya tidak hanya pada coffee shop namun pada restoran, tidak hanya pada industri cafe tetapi juga industri lain seperti industri pariwisata dan menambahkan variabel brand attitude dan purchase intention of brands.

T The purpose of this study is to determine the existence of self-relevant value and cafe-relevant value to electonic word-of-mouth. This study used primary data sources obtained directly by distributing questionnaires using purposive sampling techniques. The data used are 210 respondents with criteria at least 17 years and until more than 45 years and have bought coffee shop such as Starbucks Coffee, Excelso, Coffee Bean and Maxx Coffee. Dependent variable in this research is electonic word-of-mouth, while the independent variables are self-relevant value (reflected appraisal of self, conspicuous value, self and image congruency) and cafe-relevant value (cafe quality and price fainess). The Quantitative methodology was used in this study. Data quality has passed reliability and validity. The results showed a positive influence between reflected appraisal of self, self image congruency and cafe quality of cafes toward the electric keyword from word of mouth, while on the conspicuous value and price fairness of does not affect the electronic word-of-mouth. There are several managerial implications that can influence consumers to deliver eWOM by taking more attention to self-relevant value and cafe-relevant value. There is also some recommendation for further research which is not only apply in the coffee shop but in restaurants, furthermore not only in the cafe industry but also other industries such as the tourism industry and add variable brand attitude and purchase intention of brands.

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