DETAIL KOLEKSI

Anteseden dan konsekuensi credible online review


Oleh : Biru Ayu Maharani

Info Katalog

File Jurnal : 00000000000000016763.pdf

Nomor Panggil : 022151022

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ayu Ekasari

Subyek : Marketing management;Marketing - Social media

Kata Kunci : source, review quality, review consistency, review sidedness, receiver, credible online review


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022151022_Halaman-Judul.pdf 1139.6
2. 2019_TA_MJ_022151022_Bab-1.pdf 519.74
3. 2019_TA_MJ_022151022_Bab-2.pdf 1022.19
4. 2019_TA_MJ_022151022_Bab-3.pdf 1325.03
5. 2019_TA_MJ_022151022_Bab-4.pdf 850.78
6. 2019_TA_MJ_022151022_Bab-5.pdf 597.82
7. 2019_TA_MJ_022151022_Daftar-Pustaka.pdf 861.31
8. 2019_TA_MJ_022151022_Lampiran.pdf 3553.11

P Penelitian ini bertujuan untuk menganalisis pengaruh source, review quality, review consistency, review sidedness dan receiver terhadap credible online review yang akan mempengaruhi functional brand image dan hedonic brand image. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 180 responden yang pernah menonton online review brand Wardah sebanyak minimal 2-4 kali dalam 6 bulan terakhir. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian ini menunjukan bahwa source tidak berpengaruh positif terhadap credible online review, review quality berpengaruh positif terhadap credible online review, review consistency berpengaruh positif terhadap credible online review, review sidedness tidak berpengaruh positif terhadap credible online review, receiver tidak berpengaruh positif terhadap credible online review, credible online review berpengaruh positif terhadap functional brand image dan credible online review berpengaruh positif terhadap hedonic brand image.

T This research aims to analyze the effect of source, quality review, consistency review, sidedness review and receiver on a credible online review that will affect functional brand image and hedonic brand image. The data collection method uses a questionnaire with a purposive sampling technique to 180 respondents who have watched Wardah brand online reviews a minimum of 2-4 times in the past 6 months. The data analysis tool used is the Structural Equation Model (SEM). The results of this study indicate that the source does not have a positive effect on online credible review, quality review has a positive effect on online credible review, consistency review has a positive effect on credible online review, sidedness review does not have a positive effect on credible online review, receiver does not have a positive effect on credible online review , credible online review has a positive effect on functional brand image and credible online review has a positive effect on hedonic brand image.

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