PENGARUH WORD OF MOUTH TERHADAP BRAND AWARENESS SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI JAKARTA)

RAHMI, MEUTHIA (2020) PENGARUH WORD OF MOUTH TERHADAP BRAND AWARENESS SHOPEE (SURVEI PADA PENGGUNA SHOPEE DI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Meuthia Rahmi. 2020. 1702517011. The Effect of Word of Mouth on Shopee’s Brand Awareness (Survey on Shopee’s Customers in Jakarta)”. Marketing Management Study Program. Faculty of Economics. State University of Jakarta. This research aimed to determine the description of word of mouth and brand awareness. This research was furthermore to determine the effect of word of mouth on brand awareness among Shopee’s customers. The method used in this research was a survey method. The population used in this research was all Shopee’s customers who live in Jakarta. The sample utilized in this research was 150 respondents. The sampling technique used was purposive sampling. The analytical method employed was a simple linear regression analysis method. The results showed that word of mouth had a positive effect on brand awareness but was not significant. It was proven by the t value in the word of mouth variable of 6.017 with a significance value of 0.000 < 0.05. The coefficient of determination indicated a value of 0.197, which means that the word of mouth variable affected the brand awareness variable by 19.7%. Meanwhile, the remaining 80.3% was influenced by other variables that were not examined in this research. Keyword: Word Of Mouth, Brand Awareness

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