PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP LOYALITAS KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK AQUA (SURVEI PADA KONSUMEN PRODUK AQUA DI UNIVERSITAS NEGERI JAKARTA)

RISDA YANTI LUBIS, . (2021) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP LOYALITAS KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK AQUA (SURVEI PADA KONSUMEN PRODUK AQUA DI UNIVERSITAS NEGERI JAKARTA). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk: 1) Mengetahui gambaran tentang electronic word of mouth produk AMDK merek Aqua. 2) Untuk mengetahui gambaran tentang loyalitas konsumen produk AMDK merek Aqua. 3) Untuk mengetahui pengaruh electronic word of mouth terhadap loyalitas konsumen AMDK merek Aqua. Pada penelitian ini diperoleh data hasil penyebaran kuesioner kepada 115 responden yang pernah menggunakan atau membeli produk Aqua. Metode analisis data yang digunakan adalah analisis regresi linear sederhana. Hasil dari analisis penelitian ini dapat diketahui bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap loyalitas konsumen sebesar 35,1% dan sisanya 64,9% dipengaruhi oleh faktor lainnya seperti kualitas produk, harga, desain produk, kepuasan konsumen, emotional bonding, kepercayaan, dan lain-lain. Kata Kunci: Electronic word of mouth, Loyalitas Konsumen, Produk Aqua. This study aims to : 1) Find out about electronic word of mouth of Aqua products. 2) Find out about consumer loyalty of Aqua products. 3) Find out influence of electronic word of mouth on consumer loyalty of Aqua products. In this study, the data obtained from questionnaires distributed to 115 respondents who had use or purchased Aqua products. The data analysis method used is a simple linear regression analysis. The results of the analysis of the this study can be seen that electronic word of mouth (ewom) have a positive and significant effect on consumer loyalty 35,1% and the remaining 64,9% is influenced by other factors such as product quality, price, product design,customer satisfaction, trust,and others. Keyword : Electronic Word of Mouth, Consumer Loyalty, Aqua Products.

Item Type: Thesis (Diploma)
Additional Information: Agung Kresnamurti Rivai P., S.T., M.M.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > D III Manajemen Pemasaran
Depositing User: Users 9494 not found.
Date Deposited: 01 Mar 2021 04:52
Last Modified: 01 Mar 2021 04:52
URI: http://repository.unj.ac.id/id/eprint/13319

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