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Buzzer: Their Role in Consumer Decision Making (Study on #TolakReklamasiBali Hashtag By FORBALI)
Abstrak (Bhs. Indonesia)
Tujuan penelitian ini adalah untung menganalisis pengaruh dari electronic word of mouth, kesadaran merek, citra merek, dan kepercayaan merek dalam membuat pengambilan keputusan konsumen dalam kasus untuk mengikuti ide dari organisasi Forbali dengan gerakan #TolakReklamasiBali. Penelitian ini dilakukan di Jakarta, Bogor, Depok, Tangerang, Bekasi, and Purwokerto. Structural Equation Model (SEM) digunakan untuk menganalisa setiap variabel. Berdasarkan hasil dari analisis SEM, dapat disimpulkan bahwa electronic word of mouth mempunyai pengaruh positif terhadap kesadaran merek dan keuntungan citra merek, kesadaran merek dan keuntungan citra merek juga memiliki pengaruh positif terhadap kepercayaan merek, dan juga kesadaran merek, keuntungan citra merek, serta kepercayaan merek mempunyai pengaruh positive terhadap pengambilan keputusan konsumen. Dapat disimpulkan, Forbali harus memberikan prioritas terhadap electronic word of mouth, kesadaran merek, keuntungan citra merek, kepercayaan merek untuk meningkatkan pengambilan keputusan konsumen.
Abtrak (Bhs. Inggris)
The purpose of this study was to analyze the effect of electronic word of mouth, brand awareness, brand image and brand trust to create consumer decision making in case of following the idea from Forbali organization with #TolakReklamasiBali movement. This research was conducted in Jakarta, Bogor, Depok, Tangerang, Bekasi and Purwokerto. This research used 150 respondents. Structural Equation Modeling (SEM) was used to analyze the variables. Refers to the results of SEM analysis, it can be concluded that Electronic Word of Mouth has a positive effect on brand awareness and brand image benefit, brand awareness and brand image benefit also has a positive effect on brand trust, and so brand awareness, brand image benefit and also brand trust has a positive effect on consumer decision making. Based on the conclusion, Forbali needs to make priority on electronic word of mouth, brand awareness, brand image benefit, brand trust to increase the consumer decision making.
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