Pengaruh customer experience terhadap word-of-mouth intention dengan mediasi community engagement pada komunitas online Tokocrypto

Lehman, Vivaldi Timothy (2021) Pengaruh customer experience terhadap word-of-mouth intention dengan mediasi community engagement pada komunitas online Tokocrypto. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (813kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (818kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (869kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (834kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (892kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (669kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Kokreasi dari komunitas online yang berlanjut dan menjangkau konsumen lain secara luas adalah salah satu bentuk strategi pemasaran yang kuat. Word-of-mouth adalah salah satu bentuk kokreasi dari komunitas. Tersebarnya informasi mengenai suatu komunitas brand online berpotensi untuk menumbuhkan jumlah anggota dengan pesat sehingga dapat memperluas komunitas. Penelitian ini dilakukan untuk mencari tahu apakah dukungan sosial, kehadiran sosial, dan flow dapat memicu bertumbuhnya minat anggota komunitas dalam mengkomunikasikan komunitas brand online pada orang lain. Metode pengolahan data yang digunakan adalah metode kuantitatif dan pengumpulan data dilakukan melalui kuesioner elektronik yang disebarkan pada grup Telegram dan Discord, sehingga metode pengumpulan data yang digunakan adalah metode sampling non-probabilitas. Jumlah sampel pada penelitian ini adalah 314 responden. Data tersebut diolah dan dianalisis dengan PLS-SEM menggunakan SmartPLS 3.3.3. Satu dari tujuh hipotesis ditolak dalam penelitian ini. Dalam penelitian ini terdapat implikasi teoritis, implikasi manajerial, dan saran untuk penelitian selanjutnya./ The co-creation of an online community that continues and reaches consumers widely is one form of a powerful marketing strategy. Word-of-mouth is a form of community co-creation. The spread of information about an online community could potentially grow the size of members so that it can extend the community. This study was conducted to find out whether social support, social presence, and flow can trigger the growing interest of community members in communicating online brands to others. The data processing method used is a quantitative method and data collection is carried out through electronic questionnaires distributed through Telegram and Discord groups, so that the data collection method used is a non-probability sampling method. The size of samples in this study were 314 respondents. The data is processed and analyzed by PLS-SEM using SmartPLS 3.3.3. One out of seven hipoteses is rejected in this study. In this research, there are theoretical implications, managerial implications and recommendations for further research.

Actions (login required)

View Item