PENGARUH NEGATIVE PUBLICITY DAN NEGATIVE WORD OF MOUTH TERHADAP CONSUMER ATTITUDES

Krisania, Kelly (2024) PENGARUH NEGATIVE PUBLICITY DAN NEGATIVE WORD OF MOUTH TERHADAP CONSUMER ATTITUDES. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Rencana Coldplay untuk melangsukan konser di Indonesia menuai berbagai kontroversi, terutama karena diberitakan bahwa Coldplay merupakan pendukung LGBT dan beredar ajakan-ajakan di media sosial untuk memboikot konser tersebut. Masalah tersebut menunjukkan adanya negative publicity dan negative word of mouth, yang diprediksi akan mempengaruhi consumer attitudes dari para fans Coldplay di Indonesia. Oleh karena itu penelitian ini dilakukan untuk mengetahui pengaruh dari negative publicity dan negative word of mouth terhadap consumer attitudes. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan menggunakan data primer dan instrumennya adalah kuesioner. Jumlah responden yang digunakan dalam penelitian ini adalah sebanyak 230 responden. Sedangkan analisa data dilakukan dengan menggunakan metode PLS-SEM. Hasil penelitian menujukkan bahwa negative publicity dan negative word of mouth memiliki pengaruh yang signifikan dan negatif terhadap consumer attitudes. Dimana pengaruh dari negative word of mouth merupakan yang paling besar terhadap consumer attitudes. / Coldplay's plan to hold a concert in Indonesia has sparked various controversies, especially because it was reported that Coldplay is an LGBT supporter and calls circulated on social media to boycott the concert. This problem shows the existence of negative publicity and negative word of mouth, which is predicted to influence the consumer attitudes of Coldplay fans in Indonesia. Therefore, this research was conducted to determine the influence of negative publicity and negative word of mouth on consumer attitudes. This study uses a quantitative approach. Data collection was carried out using primary data and the instrument was a questionnaire. The number of respondents used in this research was 230 respondents. Meanwhile, data analysis was carried out using the PLS-SEM method. The research results show that negative publicity and negative word of mouth have a significant and negative influence on consumer attitudes. Where the influence of negative word of mouth is the greatest on consumer attitudes.

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