PENGARUH WORD OF MOUTH TERHADAP BRAND AWARENESS SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI JAKARTA)

MEUTHIA RAHMI, . (2020) PENGARUH WORD OF MOUTH TERHADAP BRAND AWARENESS SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI JAKARTA). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meuthia Rahmi. 2020. 1702517011. “Pengaruh Word of Mouth Terhadap Brand Awareness Shopee (Survei Pada Pengguna Shopee di Jakarta)”. Program Studi Manajemen Pemasaran. Fakultas Ekonomi. Universitas Negeri Jakarta. Penelitian ini bertujuan untuk mengetahui deskripsi word of mouth dan brand awareness, serta mengetahui pengaruh word of mouth terhadap brand awareness pada pengguna Shopee. Penelitian ini menggunakan metode survei. Populasi dalam penelitian ini adalah seluruh pengguna Shopee yang berdomisili di wilayah DKI Jakarta. Dan sampel yang digunakan dalam penelitian ini adalah 150 responden, dengan teknik penentuan sampel menggunakan purposive sampling. Metode analisis yang digunakan adalah metode analisis regresi linear sederhana. Hasil penelitian ini menunjukkan bahwa word of mouth mempunyai pengaruh positif namun tidak terlalu signifikan terhadap brand awareness. Hal tersebut dibuktikan dengan nilai t hitung pada variabel word of mouth sebesar 6,017 dengan nilai signifikansi sebesar 0.000 < 0,05. Nilai koefisien determinasi menunjukkan angka sebesar 0,197, yang berarti bahwa variabel word of mouth mempengaruhi variabel brand awareness sebesar 19,7%. Sedangkan 80,3% sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata kunci: Word of Mouth, Brand Awareness Meuthia Rahmi. 2020. 1702517011. The Effect of Word of Mouth on Shopee’s Brand Awareness (Survey on Shopee’s Customers in Jakarta)”. Marketing Management Study Program. Faculty of Economics. State University of Jakarta. This research aimed to determine the description of word of mouth and brand awareness. This research was furthermore to determine the effect of word of mouth on brand awareness among Shopee’s customers. The method used in this research was a survey method. The population used in this research was all Shopee’s customers who live in Jakarta. The sample utilized in this research was 150 respondents. The sampling technique used was purposive sampling. The analytical method employed was a simple linear regression analysis method. The results showed that word of mouth had a positive effect on brand awareness but was not significant. It was proven by the t value in the word of mouth variable of 6.017 with a significance value of 0.000 < 0.05. The coefficient of determination indicated a value of 0.197, which means that the word of mouth variable affected the brand awareness variable by 19.7%. Meanwhile, the remaining 80.3% was influenced by other variables that were not examined in this research. Keyword: Word Of Mouth, Brand Awareness

Item Type:	Thesis (Diploma)
Additional Information:	Dra. Sholikhah, M.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D III Manajemen Pemasaran
Depositing User:	Users 6054 not found.
Date Deposited:	09 Sep 2020 22:15
Last Modified:	09 Sep 2020 22:15
URI:	http://repository.unj.ac.id/id/eprint/10241

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