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All Journal Majalah Kedokteran Bandung JURNAL RISET AKUNTANSI GOING CONCERN JAM : Jurnal Aplikasi Manajemen Jurnal Kimia dan Kemasan Jurnal Terapan Abdimas Owner : Riset dan Jurnal Akuntansi JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Business and Finance Journal Prologia Koneksi JABI (Jurnal Akuntansi Berkelanjutan Indonesia) Kumawula: Jurnal Pengabdian Kepada Masyarakat Dinasti International Journal of Management Science Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Prosiding National Conference for Community Service Project Journal of Law and Policy Transformation Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara BUDGETING : Journal of Business, Management and Accounting Jurnal Kesmas Asclepius Buletin Peternakan Tropis (Bulletin of Tropical Animal Science) Prima Abdika: Jurnal Pengabdian Masyarakat CLLiENT (CULTURE, LITERATURE, LINGUISTICS, ENGLISH TEACHING) Jurnal Paradigma Akuntansi Jurnal Pemberdayaan Masyarakat Indonesia (JPMI) Bussman Journal : Indonesian Journal of Business and Management Journal Of Human And Education (JAHE) Jurnal Akuntansi Keuangan dan Bisnis Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Pendidikan Indonesia (Japendi) Jurnal Akuntansi, Manajemen, dan Perencanaan Kebijakan Metaphor LINGUISTS : JOURNAL OF LINGUISTICS AND LANGUAGE TEACHING JURNAL TEKNOLOGI, KESEHATAN DAN ILMU SOSIAL
Christina Christina
Jurusan Teknologi Pangan, Universitas Pelita Harapan Jl. M. H. Thamrin Boulevard 1100, Lippo Karawaci, Tangerang
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Journal : Prologia

 1 
Electronic Word of Mouth dan Citra Merek The Originote di Kalangan Generasi Z Christina, Christina; Sari, Wulan Purnama
Prologia Vol. 8 No. 2 (2024): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v8i2.27570

Abstract

Nowadays, skincare products are widely promoted on social media. This is an example of the impact from social media development. Marketing that was done through conventional media is now starting to utilize the existence of social media and choosing Generation Z as the target market because this generation dominates the use of social media in this era. Electronic Word of Mouth marketing communication makes The Originote brand become increasingly recognized and attracts so much attention since 2022. This research aims to determine how is the impact of Electronic Word of Mouth on The Originote’s brand image. This research uses quantitative method and utilizes survey as the data-collector method. The data that has been collected from 124 respondents then tested with validity test, reliability test, and normality test. The results show the measuring instrument and data is valid, reliable, and normally distributed. The answers then processed with T-test, simple linear regression analysis and coefficient of determination. The result of T-test is 13.634 > 1.9796.  The simple linear regression analysis indicates that the significance is less than 0.05. The coefficient of determination is 0.604 or 60,4%. Research result shows that Electronic Word of Mouth can helps business in creating Brand Image effectively.  Produk perawatan kulit yang kini marak dipromosikan di media sosial merupakan salah satu contoh dampak perkembangan media sosial. Pemasaran yang awalnya dilakukan melalui media konvensional kini mulai memanfaatkan keberadaan media sosial dengan menetapkan Generasi Z sebagai target pasar. Komunikasi pemasaran Electronic Word of Mouth yang terjadi terhadap merek The Originote membuat merek ini menjadi semakin dikenal dan menarik perhatian para peminat skincare. Mengetahui apakah Electronic Word of Mouth mempengaruhi citra merek The Originote adalah tujuan penelitian ini dilakukan. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan metode pengumpulan data berupa survei. Data yang telah terkumpul dari 124 responden selanjutnya diuji keabsahannya dengan uji validitas, uji reliabilitas, dan uji normalitas. Hasilnya, alat ukur dan data dinyatakan valid, reliabel, dan berdistribusi secara normal. Jawaban responden selanjutnya diolah melalui uji T, analisis regresi linear sederhana, dan koefisien determinasi. Hasil uji T adalah 13,634 > 1,9796. Analisis regresi linear sederhana menunjukkan signifikansi lebih kecil dari 0,05. Koefisien determinasi menunjukkan angka 0,604. Disimpulkan bahwa Electronic Word of Mouth secara cukup kuat berpengaruh terhadap citra merek The Originote sebesar 60,4%. Maka, dapat dikatakan pemanfaatan Electronic Word of Mouth secara efektif membantu pelaku bisnis dalam membentuk citra merek.
Co-Authors Abdul Rahmat Adriel, Nicholas Afraini, Fadiyah Husna Agustin, Viona Amelia Amelia Andy Andy Antonio, Jason Aparianto, Aparianto Aritonang, Jonsfir Daus Arlends Chris Aruan, Michelle Aurelia, Agnes Aurelia, Clara Bambang Siswanto Calvin Calvin Centrico, Centrico Christiani, Natalia Christina Whidya Utami David Try Liputra Derrick, Lionel Desia, Wirini Dewi Fatimah Dewi, Indira Shinta Dliaulkhaq, Muhammad Khadziq Drice, Eric Elizabeth Wianto, Elizabeth Elizabeth Yohanes Elty Sarvia Emerentia, Kharens Fatmi, Mutia Ferdawson, Ferdawson Filrando, Ariendy Fitria, Aliah Noor Fitria, Sherley FL. Yudhi Priyo Amboro, FL. Yudhi Priyo Florence Leony, Florence Fransika, Widya Fransisca, Violin Golan Hasan, Golan Hakim, Cristine Mulia Hambali, Mellisa Pricilia Hidayah, Atinia Hidayat Hidayat Hutauruk, Rufinus Hotmaulana Irawan, Anthony Isnaeni, Dina Nur Isyana Emita Jesslyn, Jesslyn Joab, Jonathan Joscelin, Joscelin Joycelyn, Joycelyn Julis, Danica Julyance, Zoey Khoirunnisa, Vini Lee, Jenny Leo, Leo Lestari, Alvera Sinta Lestari, Sri Indah Liestya Padmawidjaja Liliana Dewi Lim, Vincent Lina Lina Liswandi, Niko Lo, Lucyana M. Djae, Zaim Katarabumi Maharsayani, Derdya Maria, Lisda Mashari, Lea Melanie Cornelia, Melanie Melina Hermawan Mirza, Deni Faisal Monica Monica, Monica Mustika, Uray Ndaru Muzakki Muzakki, Muzakki Nainggolan, Indra Oloan Narwasti, Eimel Nelvi, Novita Nicholas, Nicholas Novi Novi Novianti, Debby Nuri Arum Anugrahati Paerin, Paerin Pakpahan, Marpha Yosua Panggabean, Maya Sabirina Patricia, Cindy Paulina Paulina Putra, Claudio Ravindra Rafida, Siti Jihan Reandy, Davis Rinaningsih Rinaningsih Rinoa, Livvy Rofik, Abdur Ronald Sukwadi Rosalina Rosalina Rose, Felicia Diana Rusdianto Roestam Sakana, Fayat Salim, Susanto Salsabila, Fatiha Zaidatus Sanjaya, Enrico Saputra, Teddy Selvi Selvi Setefanus Suprajitno Setiawan, Ivonne Averina Sigalingging, Eni Duwita Sisca Aulia Soelaeman, M. Rachmat Soly, Silviana Stelyven, Stelyven Steven, Leonardo Sudirgo, Tony Supriadi, Rudi Susanto, Kevin Sutanto, J. E. Syafira Ulya Firza Tang, Jeffen Tanuwijaya, Netanya Deecy Tina Melinda Tommy Christian Efrata Tony Antonio Vanessa Vanessa Vivi Arisandhy Wadu, Christian Vallentino Wahyu, Raden Bagus Wangsa, Rivaldo Warnoto Warnoto Wawan Yudiantyo, Wawan Wawolangi, Kristian Yosua Wilidyo, Erwent Winda Halim, Winda Wiranata, Chandra Wulan Purnama Sari Yani, Pitri Yuliana Yuliana