Reyhan Qatrunada Usulu, - (2024) PERAN EWOM DAN LOYALITAS SIKAP DALAM MEMEDIASI PUBLISITAS NEGATIF TERHADAP LOYALITAS PERILAKU KONSUMEN HONDA. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_BD_TSK_2002962_Title.pdf Download (499kB) |
|
Text
S_BD_TSK_2002962_Chapter1.pdf Download (490kB) |
|
Text
S_BD_TSK_2002962_Chapter2.pdf Restricted to Staf Perpustakaan Download (276kB) |
|
Text
S_BD_TSK_2002962_Chapter3.pdf Download (381kB) |
|
Text
S_BD_TSK_2002962_Chapter4.pdf Restricted to Staf Perpustakaan Download (625kB) |
|
Text
S_BD_TSK_2002962_Chapter5.pdf Download (79kB) |
|
Text
S_BD_TSK_2002962_Appendix.pdf Restricted to Staf Perpustakaan Download (519kB) |
Abstract
Honda merupakan merek sepeda motor terbesar di Indonesia dengan pangsa pasar melebihi 75% dalam 3 tahun terakhir. Namun, pada Agustus 2023, Honda digemparkan oleh berita patah rangka yang menimpa produk sepeda motor mereka. Berita ini menyebabkan Honda meraih banyak kritikan di media daring hingga menyebabkan penurunan saham dan nilai penjualan. Tujuan dari penelitian ini adalah menganalisis pengaruh publisitas negatif terhadap loyalitas perilaku konsumen yang dimediasi oleh eWOM dan loyalitas sikap. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penarikan sampel purposive sampling. Populasi dari penelitian ini adalah konsumen sepeda motor Honda dengan jumlah sampel sebanyak 140 responden. Data penelitian ini diolah menggunakan metode analisis jalur dengan alat bantu SPSS 26. Hasil dari penelitian ini menunjukkan bahwa publisitas negatif tidak mempengaruhi langsung loyalitas perilaku, namun efektif terhadap loyalitas sikap dan eWOM. Loyalitas perilaku dapat dipengaruhi langsung oleh loyalitas sikap, namun tidak dengan eWOM. Sementara itu, pengaruh tidak langsung publisitas negatif terhadap loyalitas perilaku sukses dimediasi oleh loyalitas sikap, namun tidak dengan mediasi eWOM. Honda is the largest motorcycle brand in Indonesia with a market share of more than 75% in the last 3 years. However, in August 2023, Honda was shocked by news of a broken frame that hit their motorcycle products. This news caused Honda to receive a lot of criticism in online media, causing a decline in shares and sales value. The purpose of this study is to analyze the effect of negative publicity on consumer behavioral loyalty mediated by eWOM and attitudinal loyalty. This study uses a quantitative approach with a purposive sampling method. The population of this study was Honda motorcycle consumers with a sample size of 140 respondents. The research data was processed using the path analysis method with the SPSS 26 tool. The results of this study indicate that negative publicity does not directly affect behavioral loyalty, but is effective on attitudinal loyalty and eWOM. Behavioral loyalty can be directly influenced by attitudinal loyalty, but not by eWOM. Meanwhile, the indirect effect of negative publicity on behavioral loyalty is successfully mediated by attitudinal loyalty, but not by eWOM mediation.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=VpXpffQAAAAJ&hl=en ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Adi Prehanto: 6745739 |
| Uncontrolled Keywords: | Loyalitas Konsumen, Publisitas Negatif, Loyalitas Sikap, Loyalitas Perilaku, eWOM, Honda. Consumer Loyalty, Negative Publicity, Attitudinal Loyalty, Behavioral Loyalty, eWOM, Honda. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Reyhan Qatrunada Usulu |
| Date Deposited: | 29 Aug 2024 07:06 |
| Last Modified: | 29 Aug 2024 07:06 |
| URI: | http://repository.upi.edu/id/eprint/121109 |
Actions (login required)
 |
View Item |