Nugroho, Adara Bintang (2022) PENGARUH CONSUMER REVIEW PADA MEDIA SOSIAL TWITTER TERHADAP BRAND IMAGE “SOMETHINC”. Other thesis, UPN 'Veteran" Yogyakarta.
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Abstract
xiv
ABSTRAK
Penelitian ini dilatarbelakangi oleh adanya online consumer review yang ada di
Twitter mengenai skincare Somethinc. Somethinc merupakan salah satu skincare
lokal yang tengah digandrungi oleh masyarakat Indonesia berkat produknya yang
terus memiliki inovasi. Online consumer review yang dibuat oleh para konsumen
Somethinc tentu dapat berdampak pada brand image Somethinc. Tujuan penelitian
ini adalah untuk mengetahui seberapa besar pengaruh online consumer review
skincare Somethinc di Twitter terhadap brand image Somethinc. Teori yang
digunakan dalam penelitian ini adalah Teori Penilaian Sosial. Penelitian ini
menggunakan metode kuantitatif eksplanatif. Diambil sampel sebanyak 96
responden dengan menggunakan teknik purposive sampling yang merupakan
pembaca consumer review dan konsumen Somethinc. Hasil penelitian
menunjukkan bahwa terdapat pengaruh online consumer review skincare
Somethinc di Twitter terhadap brand image Somethinc dengan nilai signifikansi
sebesar 0.000 (< 0,05) dan hubungannya bersifat searah dengan nilai koefisien
korelasi sebesar 0,2006. Akan tetapi, besar pengaruh online consumer review
skincare Somethinc di Twitter terhadap brand image Somethinc hanya sebesar
29,4% dan sisanya sebesar 70,6% merupakan faktor-faktor lainnya di luar brand
image Sometinc.
Kata kunci: Online Consumer Review, Brand Image, Somethinc, Twitter
xv
ABSTRACT
This research is motivated by an online consumer review on Twitter about skincare
Somethinc. Somethinc is one of the local skincare products that is being loved by
the Indonesian people since its products constantly have innovations. Online
consumer reviews made by Somethinc consumers can certainly have an impact on
Somethinc's brand image. The purpose of this research is to find out how much
influence online consumer reviews of Somethinc on Twitter had on Somethinc's
brand image. The theory used in this research is Social Judgement Theory. This
research uses an explanative quantitative method. A sample of 96 respondents was
taken using a purposive sampling technique, which are consumer review readers
and Somethinc consumers. The results showed that there was an effect of
Somethinc's online consumer review of skincare on Twitter on Somethinc's brand
image with a significance value of 0,000 (<0,05) and the relationship was in the
same direction as the correlation coefficient value of 0,206. However, the influence
of Somethinc's online consumer skincare reviews on Twitter on Somethinc's brand
image is only 29,4% and the remaining 70,6% are other factors outside of
Somethinc's brand image..
Keywords: Online Consumer Review, Brand Image, Somethinc, Twitter
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Online Consumer Review, Brand Image, Somethinc, Twitter |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 04 Oct 2022 03:44 |
| Last Modified: | 04 Oct 2022 03:44 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/31236 |
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