PENGARUH BRAND CREDIBILITY DAN BRAND COMMITMENT TERHADAP ELECTRONIC WORD OF MOUTH (SURVEI TERHADAP PENGGUNA APLIKASI STREAMING MUSIK DI INDONESIA)

Indira Siti Ashyfa, - (2020) PENGARUH BRAND CREDIBILITY DAN BRAND COMMITMENT TERHADAP ELECTRONIC WORD OF MOUTH (SURVEI TERHADAP PENGGUNA APLIKASI STREAMING MUSIK DI INDONESIA). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Indira Siti Ashyfa (1601165), Pengaruh Brand Credibility dan Brand
Commitment Terhadap Electronic Word Of Mouth (Survei Pada Pengguna
Aplikasi Streaming Musik di Indonesia) dibawah bimbingan Prof. Dr. Hj. Ratih
Hurriyati, M.P. dan Dr. Puspo Dewi Dirgantari,S.Pd.,MT., MM
Di era modern saat ini, perusahaan terus mengikuti perkembangan teknologi
dengan membuat berbagai macam aplikasi yang memudahkan masyarakat dalam
beraktivitas salah satunya aplikasi streaming musik. Dalam persaingan di era
digital, antar perusahaan dituntut agar terus memperbaiki performa, kualitas, dan
fitur aplikasi. Selain memperbaiki performa, perusahaan perlu membuat promosi
yang interaktif salah satunya membuat masyarakat menyebarkan eWOM
mengenai aplikasi untuk menarik individu lain agar berminat mendownload atau
mencoba aplikasi. eWOM dapat diciptakan melalui brand credibility dan brand
commitment. Penelitian ini bertujuan untuk memperoleh (1) gambaran brand
credibility (2) gambaran brand commitment (3) gambaran electronic word of
mouth (4) besarnya pengaruh brand credibility terhadap electronic word of mouth
(5) besarnya pengaruh brand commitment terhadap electronic word of mouth.
Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang
digunakan adalah explanatory survey dengan teknik sampel Taro Yamane
sebanyak 400 responden. Teknik analisis data yang digunakan adalah analisis
jalur (Path Analysis) dengan alat bantu program SPSS (Statistical Product for
Service Solution) 25,0 for Windows. Hasil temuan penelitian ini menunjukkan
bahwa gambaran brand credibility dalam kategori cukup baik, gambaran brand
commitment dalam kategori cukup baik, gambaran electronic word of mouth
dalam kategori cukup baik, dimensi trustworthiness dalam variabel brand
credibility dan dimensi continuance commitment dalam variabel brand
commitment memberi kontribusi yang paling besar dalam membentuk electronic
word of mouth.
Kata Kunci: Brand credibility, Brand commitment, electronic word of mouth.

Indira Siti Ashyfa (1601165), The Influence of Brand Credibility and Brand
Commitment on Electronic Word of Mouth (Survey on Music Streaming
Application Users in Indonesia), under the guidance of Prof. Dr. Hj. Ratih
Hurriyati, M.P. and Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM.
In today's modern era, companies continue to follow technological developments
by making various applications that make it easier for people to do activities, one
of which is a music streaming application. In the competition in the digital era,
companies are required to continuously improve performance, quality and
application features. In addition to improving performance, companies need to
create interactive promotions, one of which is to make the public spread eWOM
about the application to attract other individuals to be interested in downloading
or trying the application. eWOM can be created through brand credibility and
brand commitment. This study aims to obtain (1) an overview of brand credibility
(2) an overview of brand commitment (3) an overview of electronic word of mouth
(4) the magnitude of the influence of brand credibility on electronic word of
mouth (5) the magnitude of the influence of brand commitment on electronic word
of mouth. This type of research is descriptive and verification. The method used is
an explanatory survey with a Taro Yamane sample technique of 400 respondents.
The data analysis technique used is path analysis using SPSS (Statistical Product
for Service Solution) 25.0 for Windows. The findings of this study indicate that the
description of brand credibility in the category is quite good, the description of
brand commitment in the category is quite good, the picture of electronic word of
mouth is in the category is quite good, the dimensions of trustworthiness in the
brand credibility variable and the continuance commitment dimension in the
brand commitment variable give the most contribution. big in shaping electronic
word of mouth.
Keywords: Brand credibility, Brand commitment, electronic word of mouth.

	Text S_MBS_1601165_Tittle.pdf Download (504kB)
	Text S_MBS_1601165_Chapter1.pdf Download (396kB)
	Text S_MBS_1601165_Chapter2.pdf Restricted to Staf Perpustakaan Download (375kB)
	Text S_MBS_1601165_Chapter3.pdf Download (589kB)
	Text S_MBS_1601165_Chapter4.pdf Restricted to Staf Perpustakaan Download (786kB)
	Text S_MBS_1601165_Chapter5.pdf Download (125kB)
	Text S_MBS_1601165_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB)

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Brand credibility,Brand commitment, electronic word of mouth.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Indira Siti Ashyfa
Date Deposited:	10 Nov 2020 06:21
Last Modified:	10 Nov 2020 06:21
URI:	http://repository.upi.edu/id/eprint/57366

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