Pengaruh brand community terhadap word of mouth (studi empiris pada anggota komunitas Honda CB150R Streetfire se Karesidenan Madiun)

Arfianda, Septian (2020) Pengaruh brand community terhadap word of mouth (studi empiris pada anggota komunitas Honda CB150R Streetfire se Karesidenan Madiun). Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand community yang terdiri atas customer product relationship, customer brand relationship, customer company relationship, customer other customer relationship terhadap word of mouth studi empiris pada anggota komunitas Honda cb150r streetfire se-karesidenan Madiun. Populasi dalam penelitian ini adalah anggota komunitas cb150r streetfire se karesidenan Madiun dengan jumlah sampel 103 orang. Teknik pengambilan sampel proportional stratified random sampling dan simple random sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel customer brand relationship, customer company relationship, customer other customer relationship berpengaruh signifikan dan positif terhadap word of mouth, sedangkan variabel customer product relationship tidak berpengaruh terhadap word of mouth. Nilai koefisien determinasi sebesar 0,545 artinya 54,5% pada variabel customer product relationship, customer brand relationship, customer company relationship, customer other customer relationship sedangkan 45,5% dapat dijelaskan oleh variabel lain yang tidak ada dalam persamaan model ini. Hasil penelitian ini yang dominan berpengaruh adalah variabel customer other cutomer relationship.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
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Thesis advisor
Kurniawati, Dyah
NIDN0713126601
UNSPECIFIED
Uncontrolled Keywords: customer product relationship, customer brand relationship, customer company relationship, customer other customer relationship, word of mouth
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Economics
Business > Management
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 9079 not found.
Date Deposited: 07 Jan 2021 06:57
Last Modified: 07 Jan 2021 06:57
URI: http://repository.ukwms.ac.id/id/eprint/23827

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