Analisis brand image dan word of mouth bisnis multi level marketing Smart In Pays pada mahasiswa

Dayana, Lidya (2020) Analisis brand image dan word of mouth bisnis multi level marketing Smart In Pays pada mahasiswa. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pengguna internet di Indonesia sudah mencapai lebih dari 170 juta orang di tahun 2019, berbagai solusi pembayaran digital mulai bermunculan dalam bentuk aplikasi dalam smartphone. Salah satu solusi pembayaran digital ini adalah aplikasi Smart in Pays, sebuah aplikasi yang menyediakan berbagai layanan pembayaran berbasis digital, misalnya pembayaran listrik, pulsa, air, asuransi, BPJS, dan seterusnya. Aplikasi Smart in Pays didirikan oleh PT Smart In Pays yang juga memasarkan aplikasi tersebut melalui model bisnis MLM (Multi Level Marketing). Dikarenakan aplikasi Smart In Pays ini dipasarkan menggunakan model bisnis MLM, maka faktor komunikasi yaitu brand image dan word of mouth menjadi penting, dikarenakan untuk bisa mengembangkan bisnis, member yang tergabung harus merekrut member baru. Peneliti meneliti kedua faktor ini di lingkungan Universitas Prasetiya Mulya BSD sebagai salah satu tempat di mana bisnis Smart In Pays berkembang cukup pesat di wilayah Tangerang. Penelitian ini menggunakan metode penelitian kualitatif. Pengumpulan data penelitian dilakukan dengan data primer yaitu wawancara mendalam (in depth interview) terhadap informan yang pernah menjadi bergabung ataupun diprospek oleh member MLM Smart In Pays. Selain itu penelitian juga diperkuat oleh data sekuder yang berasal dari internet, e-jurnal dalam website, koran, dan media yang mendukung. Hasil penelitian ini menyatakan bahwa di kalangan mahasiswa Prasetiya Mulya BSD terdapat word of mouth negatif yang berasal dari pengalaman buruk mantan member MLM Smart In Pays. Hal ini membuat berita tentang Smart In Pays menyebar di kalangan mahasiswa dan menyebabkan brand image MLM Smart In Pays menjadi negatif pada mahasiswa Prasetiya Mulya BSD. / Digital payment products in Indonesia are growing rapidly due to the growth in the number of smartphones supported by the internet network. This condition is utilized by PT Smart In Pays which offers application-based digital payment products whose sales use the MLM (Multilevel Marketing) business model. Application of PT Smart In Pays is Smart In Pays, an application that provides various digital-based payment services, for example electricity, credit, water, insurance, BPJS, etc. Because Smart In Pays uses the MLM business model to be able to continue to recruit new members to develop the business, brand image and word of mouth are important. The researcher then intends to examine these two factors within the Prasetiya Mulya University BSD as one of the places where the Smart In Pays business is developing quite rapidly in the Tangerang area. This study uses qualitative research methods with an explanatory research design. Research data collection was carried out with primary data, namely in-depth interviews of informants who had been joined or prospected by MLM Smart In Pays members. In addition, research is also strengthened by data from the internet which are derived from the internet, e-journals on websites, newspapers and supporting media. The results of this study stated that among Prasetiya Mulya BSD students there were negative word of mouths originating from the bad experiences of former MLM Smart In Pays members which eventually spread among students and caused MLM Smart In Pays brand image to be negative among Prasetiya Mulya BSD students.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Dayana, LidyaNIM00000019550lidyadayanaa@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSumampouw, Carly Stiana SchefferNIDN0323117801UNSPECIFIED
Uncontrolled Keywords: pembayaran digital ; word of mouth ; brand image ; MLM ; smart in pays
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 1777 not found.
Date Deposited: 15 Jan 2020 09:03
Last Modified: 15 Jul 2020 07:32
URI: http://repository.uph.edu/id/eprint/6219

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