DETAIL KOLEKSI

Anteseden dan konsekuensi dari credibility iklan brand fashion pada media online bagi gen Y

5.0


Oleh : Ruzaqy Zulqarnaen

Info Katalog

Nomor Panggil : 2016_TA_MJ_022121048

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Purchase intention;Research material subsequent

Kata Kunci : creativity, clarity, surprise, credibility.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022121048_Halaman-Judul.pdf 1680.06
2. 2016_TA_MJ_022121048_Bab1.pdf 549.71
3. 2016_TA_MJ_022121048_Bab2.pdf 621.65
4. 2016_TA_MJ_022121048_Bab-3.pdf 776.21
5. 2016_TA_MJ_022121048_Bab-4.pdf 511.92
6. 2016_TA_MJ_022121048_Bab-5.pdf 472.05
7. 2016_TA_MJ_022121048_Daftar-Pustaka.pdf 502.91
8. 2016_TA_MJ_022121048_Lampiran.pdf 901.33

A Analisis mengenai Creativity, Clarity, Surprise, Credibility, dan WOM sangat penting untuk pengambilan keputusan manajer pemasaran. Penelitian ini bertujuan untuk menganalisis pengaruh Creativity, Clarity, dan Surprise melalui Credibility pada WOM Gen - Y iklan brand fashion melalui media online. Penelitian dilakukan dengan menggunakan Gen - Y sebagai obyek penelitian dan menggunakan 124 sampel dari pengakses aktif media online dan lainnya. Metode yang digunakan ialah metode non probability sampling dengan teknik purposive sampling dan menggunakan alat analisis Structural Equation Model (SEM). Berdasarkan hasil penelitian dapat diketahui bahwa terdapat pengaruh positif Creativity terhadap Credibility, terdapat pengaruh positif Clarity terhadap Credibility, tidak terdapat pengaruh positif Surprise terhadap Credibility, tidak terdapat pengaruh positif Credibility terhadap Gen - Y WOM. Saran dan rekomendasi yang dapat diajukan untuk peneliti selanjutnya yaitu penelitian ini sebaiknya tidak hanya membahas Iklan seperti brand otomotif selain media online dapat digunakan sebagai bahan penelitian selanjutnya untuk Gen - Ydan generasi sebelum atau sesudah Gen - Y dan penelitian selanjutnya diharapkan menambah variabel seperti Purchase Intention.

A Analysis of the Creativity, Clarity, Surprise, Credibility, and WOM is very important for decision making marketing manager. This study aimed to analyze the influence of Creativity, Clarity, and Surprise through Credibility on WOM Gen - Y fashion brand advertising through online media. The study was conducted by using Gen - Y as the object and using 124 samples from active accessor and other online media. The method is using non-probability sampling with purposive sampling techniques and analysis tools Structural Equation Model (SEM). Based on the results of this research is that there is a positive influence on the Credibility Creativity, there is positive Clarity on Credibility, there are no positive influence on Credibility Surprise, there are no positive influence Credibility against Gen - Y WOM. Suggestions and recommendations to be submitted for further research that this study should not only discuss the rent such as automotive brand in addition to the online medium can be used as research material subsequent to Gen - Y and generation before or after Gen - Y and further research is expected to add variables such as Purchase Intention.

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