Pirdaus, Ackbar (2020) ANALISIS EFEK KOMUNITAS DAN ELECTRONIC WORD OF MOUTH TERHADAP BRAND SWITCHING PRODUK XIAOMI POCOPHONE KE OPPO F9 DI RNY COMMUNICATION KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

The aim of this research is to know the community effect. This research used sampling of questionnaire distribution to 150 consumers. This research analysis technique used multiple linear analysis technique and hypothesis test used partial statistical test ( T test) and test simultaneously (F test. In the research result indicated that community effect (X1) has significant effect to brand switching. Electronic word of mouth (e-WOM) (X2) also has significant effect to brand switching. Accordif to f test in this research, probability value sig 0.000 < 0.05 which means that both community effect and electronic word of mouth (e-WOM) have significant effect to brand switching. And according to coefficient of determination test of 0.817 can be interpreted that community effect and electronic word of mouth (e-WOM) influenced is 81.7%. the rest of 18.3% inlfluenced by other factors which is not explained by this research.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Community effect, Electronic word of mouth (e-WOM), Brand switching
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	14 Dec 2020 02:47
Last Modified:	14 Dec 2020 02:47
URI:	http://eprints.ummi.ac.id/id/eprint/1503

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