PENGARUH E- WORD OF MOUTH DAN BRAND AWARENESS TERHADAP LOYALITAS MEREK PADA ERA PANDEMI TAHUN 2020 (STUDI KASUS PADA KONSUMEN JASA WEDDING ORGANIZER DI KOTA PALEMBANG)

NURSANTIE, INDAH and Wahab, Zakaria and Isnurhadi, Isnurhadi (2022) PENGARUH E- WORD OF MOUTH DAN BRAND AWARENESS TERHADAP LOYALITAS MEREK PADA ERA PANDEMI TAHUN 2020 (STUDI KASUS PADA KONSUMEN JASA WEDDING ORGANIZER DI KOTA PALEMBANG). Master thesis, Sriwijaya University.

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Abstract

The study aimed to know the influence of e-word of mouth and brand awareness on loyalty in the pandemic era year 2020 (study case on consumer service wedding organizer in Palembang city). The study population is consumers who use service wedding organizers in the town of Palembang year 2020. Selected respondents in the study is para consumer who bought service wedding organizers during the pandemic era in Palembang City. As many as 154 respondents with using the non-probability sampling technique. The multiple linear regression analysis shows that E-word of mouth and brand awareness positively and significantly affect loyalty. Show c image very influential wedding organizer in creating a good image with gift review to services that have been used. Give service customer relations to build good connections with consumers who have used it Becomes important for giving impressions, messages, and feedback to services that have been given after-sales service to consumers who have used service wedding organizers to shape concern or addiction service customer relations. Keywords: Brand Awareness, COVID-19 Pandemic, E-Word Of Mouth, Loyalty Brand, Wedding Organizer Services

Item Type:	Thesis (Master)
Uncontrolled Keywords:	Brand Awareness, COVID-19 Pandemic, E-Word Of Mouth, Loyalty Brand, Wedding Organizer Services
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Indah Nursantie
Date Deposited:	20 Jan 2023 04:06
Last Modified:	20 Jan 2023 04:06
URI:	http://repository.unsri.ac.id/id/eprint/86794

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