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"ABSTRAKElectronic word of mouth telah menjadi salah satu fenomena yang timbul akibat perkembangan teknologi internet dan menjadi salah satu topik yang dipelajari pada era pemasaran digital. Tujuan penelitian ini adalah untuk menganalisis motif apa yang mendorong niat seseorang mau menyebarkan electronic word of mouth pada media consumer-opinion platform Forum Jual Beli Kaskus. Penelitian dilakukan dengan menggunakan data dari 60 responden yang kemudian dianalisis menggunakan metode Partial Least Square ? Structural Equation Model (PLS ? SEM). Hasil penelitian mendukung dua dari enam hipotesis yang diajukan, yaitu Kepuasan Menolong dan Kewajiban Moral berpengaruh positif terhadap niat seseorang untuk menyebarkan electronic word of mouth pada consumer-opinion platform Forum Jual Beli Kaskus

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ABSTRACTElectronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer?s intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square ? Structural Equation Model (PLS ? SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer?s Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus"

"Obstruction of the upper respiratory tract (OURT) will cause mouth breathing that is known to influence neuromuscular activity. This will lead to malformation of face growth pattern and head posture that can result in dentocraniofacial deformity. This research aimed to identify the differences in soft tissue profile characteristics in OURT patients compared to normal subjects, and to analyze the differences between boys and girls in this respect. An analytic descriptive study with cross sectional design was applied. The sample consists of 96 subjects including 64 OURT patients (32 boys and 32 girls) and 32 normal subjects (11 boys and 21 girls). The results showed that the OURT patients had convex profile and longer distance than the normal subjects between upper or lower lip to esthetic line (p<0.05). Furthermore, normal male subjects had longer distance of upper lip to E-line than females (p=0.039). The same was also shown in OURT patients, i.e. male patients had longer distance of upper and lower lip to E-line compared to females (p<0.05)."

"ABSTRAKSkripsi ini membahas tentang beberapa faktor yang dapat mempengaruhi pesan word-of-mouth melalui kode referal. Kode referal dipakai para pemasar untuk menaikan jumlah pengguna yang baru pertama kali dengan memberikan hadiah bagi pengguna pertama kali, dan biasanya kode referal dapat memberikan keuntungan bagi pemberi pesan maupun penerima pesan dan bagi pemasar karena dapat menaikan jumlah pelanggan. Penelitian ini mengambil studi kasus transportasi berbasis online yang baru-baru ini merupakan tren bisnis baru, yang sedang banyak melakukan promosi yang salah satunya ialah menggunakan kode promo referal untuk menaikan awareness konsumen terhadap jasa tersebut dan banyak orang menyebarkan kode referal tersebut dengan cara word-of-mouth. Dengan mengambil sampel penelitian dari 140 responden, data hasil penelitian diolah menggunakan Structural Equation Modelling. Hasil penelitian menyatakan bahwa perbedaan keahlian pengirim pesan, kekuatan pesan mempunya pengaruh positif terhadap pesan word-of-mouth menggunakan kode referal, sedangkan homophily dan brand equity mempunyai pengaruh negatif terhadap pesan word-of-mouth menggunakan kode referal. Sedangkan pesan word-of-mouth melalui kode referal berpengaruh positif terdahap keinginan untuk menggunakan transportasi berbasisi aplikasi online

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ABSTRACTThis study examines the factors that can enhancing the influenced word-of-mouth messages by the referral promo code. Usually, referral code is used by marketers to increase the number of users for the new customers to give a reward for first-time users, it can be beneficial for the message sender and receiver. From the marketers perspective, it can increase the number of subscribers. This study takes transportation online basis as a case study which can be fact as a new business trends. One of promotion activation that the business usually do during introduction new product is using the referral promo code to gain the awareness of consumers so that people spread the referral code by word-of-mouth. By acquiring sample of 140 respondents, the data were analyzed by using Structural Equation Modelling. The research results show the expertise differential of the sender and receiver message and the strength of the message factors has a positive influence on enhancing word-of-mouth message by using the referral code, however, homophily and brand equity factors have negative influence on enhancing word-of-mouth message by using referral code. Meanwhile, the message of word-of-mouth by referral code has positive effect in people's willingness to use the transportation online basis"

"ABSTRAKPada tahun 2015, Indonesia berada di peringkat ketiga negara pengguna smartphone terbanyak dengan jumlah mencapai 65.2 juta pengguna (eMarketer Worldwide Mobile Users, 2015). Semua lapisan masyarakat kini memiliki akses untuk menggunakannya. Dalam membeli smartphone ada beberapa kriteria yang menjadi pertimbangan konsumen di Indonesia, yaitu fitur, harga, merek, serta tampilan smartphone tersebut. Namun di kondisi sekarang dimana biaya hidup terus meningkat, konsumen semakin sensitif dan selektif terhadap harga. Untuk mencari informasi mengenai kriteria-kriteria tadi, mayoritas konsumen di Indonesia menggunakan informasi word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, ritel di bidang telekomunikasi terbesar di Indonesia yang fokus pada distribusi smartphone, adalah contoh ritel yang mampu melihat peluang dari fenomena diatas. Tujuan penelitian ini untuk mengetahui pengaruh perceived price dan word of mouth terhadap keputusan pembelian pada PT Erafone Artha Retailindo. Penelitian dilakukan pada lingkup mahasiswa Fakultas Ekonomi Universitas Indonesia Depok Angkatan 2011-2013, dengan objek penelitian dibatasi pada perceived price dan word of mouth sebagai variabel independen dan keputusan pembelian sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survey yang dipilih secara random sampling. Hasil penelitian yang berdasarkan uji regresi menunjukkan bahwa (1) variabel perceived price memiliki pengaruh signifikan terhadap variabel word of mouth, (2) word of mouth memiliki pengaruh signifikan terhadap keputusan pembelian, dan (3) perceived price memiliki pengaruh signifikan terhadap keputusan pembelian pada ritel Erafone

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ABSTRACTIndonesia is the world?s third-largest smartphone user populations with around 65,2 users by 2015 (eMarketer Worldwide Mobile Users, 2015). Nowadays, so many people, from all social class, can easily afford it. There are some criteria that might consider before purchasing smartphone, some of the criteria include: feature, price, brand, and appearance. However, in the presence of higher living cost, they have more price sensitivity and become increasingly selective. They tend to seek information from word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, Indonesia?s leading telecommunication retail concentrating on the distribution of smartphone, is one of the example of succesful retail from the phenomenon listed above. The purpose of this study is to determine the effect of perceived price and word of mouth towards purchase decision on PT Erafone Artha Retailindo. The study conducted in the scope of the student of Faculty of Economics Universitas Indonesia Depok Class of 2011-2013, with the object of study is limited only to the variables of perceived price and word of mouth as the independent variable and purchase decision as the dependent one. This study is using quantitative method whom selected using random sampling method. The results of statistical tests using regression model indicate that (1) price differentiation has a significant effect towards word of mouth, (2) word of mouth has a significant effect towards purchase decision, and (3) price differentiation has a significant effect towards purchase decision"

"Tujuan penelitian ini adalah adalah untuk menganalisis pengaruh electronic word of- mouth pada ulasan online terhadap minat beli. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang tinggal di wilayah Jabodetabek, berumur 17 tahun ke atas, yang dapat mengakses internet terutama situs Elevenia.com dan pernah membaca informasi mengenai produk pada kolom ulasan dalam situs tersebut, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik snowball. Hasil penelitian menunjukkan bahwa electronic word of mouth memiliki pengaruh yang signifikan dengan minat beli, khususnya pada dimensi platform assistance dan helping the company.

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The purpose of this study is to analyze the effect of electronic word-of-mouth toward purchase intention on online review at Elevenia.com. This research is quantitative research. The sample of this research is 100 respondents living in Jabodetabek area, aged 17 years and over, who can access the Internet, especially sites Elevenia.com and have been read information about the product on the column reviews, but have never purchased the product or service at Elevenia. This research is taken by using non-probability sampling and snowball technique. The results of this research indicate that the electronic word of mouth has a significant impact on purchase intention, in particular on the dimensions of platform assistance and helping the company."

"Brand personality merupakan strategi yang dapat mendorong konsumen untuk melakukan word of mouth. Saat ini, word of mouth menjadi penting karena word of mouth merupakan salah satu alternatif lain bagi konsumen untuk mencari informasi tentang suatu produk dan lebih dipercaya oleh konsumen dibandingkan iklan konvesional. Selain itu dengan adanya brand loyalty konsumen akan lebih merasakan word of mouth dibandingkan tidak melalui brand loyalty. Tujuan utama dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand personality terhadap word of mouth melalui brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan purposive sampling dan snowball sampling. Pada penelitian ini sampel yang digunakan sebanyak 200 responden pengguna iPhone di Jakarta dan Depok. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan Structural Equation Modeling SEM . Hasil penelitian menunjukan bahwa brand personality memiliki pengaruh yang signifikan terhadap word of mouth melalui brand loyalty.

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Brand personality is strategy to encourage consumers to do word of mouth. Word of mouth is important because word of mouth is one of alternative for those seeking information about a product and more trusted by consumers than conventional advertising. In addition with brand loyalty customers would more feel word of mouth than not through brand loyalty. The objective of this study is to determine how the influence of brand personality on word of mouth through brand loyalty. This study uses a quantitative approach with purposive sampling and snowball sampling technique was applied in this research. This research use 200 respondents consumer iPhone in Jakarta and Depok. The instruement of this research is using questionnaires and it is analyzed by using Structural Equation Modeling SEM . The results of this research showed that brand personality had a significant effect on word of mouth through brand loyalty."

"ABSTRAKExperiential Marketing pada umumnya digunakan untuk restoran atau tempat wisata, namun sekarang sudah berkembang pada usaha di bidang ritel home furnishing. Dengan menerapkan strategi experiential marketing yang baik dapat membentuk word of mouth konsumen sebuah ritel. Penelitian ini dilakukan dengan tujuan untuk menjelaskan pengaruh experiential marketing di ritel IKEA Alam Sutera dalam menciptakan word of mouth konsumen. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan jenis penelitian eksplanatif metode survei, menyebarkan kuesioner ke 100 responden, berusia 17 tahun ke atas, pernah mengunjungi dan membeli produk IKEA Alam Sutera minimal satu kali, dengan teknik pengambilan sampel non-probability sampling. Hasil penelitian menunjukan bahwa terdapat pengaruh antara experiential marketing dengan word of mouth.

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ABSTRACTExperiential Marketing is generally used for restaurants or tourist destination, but now has been applied in retail home furnishing. Applying experiential marketing strategy can create word of mouth of their retail consumers. This research was conducted with the aim to explain the influence of experiential marketing at IKEA Alam Sutera in creating word of mouth consumer, this study was conducted using quantitative research approach and the type of explanative research, the number of survey respondents were 100 respondents, people aged 17 years and above, ever visit and buy product IKEA Alam Sutera at least one time, to the technique of taking samples of non probability sampling. The results showed that experiential marketing has effect on word of mouth."

"ABSTRAKSamsung merupakan salah satu merek terbesar di industri tekonologi komunikasi sedangmengalami krisis menjelang akhir tahun 2016 tepatnya pertengahan Oktober 2016 dimana salah satuproduk smartphone terbaru mereka yakni Samsung Galaxy Note dilaporkan meledak oleh konsumenmereka yang awalnya ada salah satu konsumen yang mengungah video di Youtube mengenai kejadiantersebut yang menjadi viral dan setelah itu muncul laporan-laporan lain mengenai kejadian tersebutdari berbagai Negara bahkan sampai ada pelarangan menggunakan telepon genggam tersebut di dalampenerbangan pesawat karena produk tersebut dianggap berbahaya sehingga hal ini menjadi berita yangbesar dan Samsung-pun melakukan penarikan kembali terhadap produk tersebut dengan memberikanpergantian uang juga voucher untuk pembelian produk Samsung yang lain namun hal tersebut tidakmembuat kepercayaan banyak konsumen Samsung terhadap merek Samsung itu sendiri menjadi pudarhal itu didapatkan dari beberapa survei online salah satunya dari Reportlinker.com yang menyatakanbahwa 86% dari 500 responden menyatakan bahwa mereka akan memikirkan untuk memilih Samsungkembali pada dalam pembelian telepon genggam baru di waktu yang akan datang. Oleh sebab itupenulis membahas konsep brand trust terhadap konsumen terhadap produk Samsung yang membuatkonsumen untuk tetap percaya terhadap Samsung, penulis juga menggunakan konsep brand experiencedan word of mouth dalam kasus ini karena pengalaman konsumen sebelumnya juga berpengaruhterhadap brand trust dan word of mouth konsumen yang positif di forum-forum online maupunkomentar di media sosia seperti Youtube juga membantu merek untuk menghadapi krisis.

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ABSTRACTSamsung is one of the biggest in the communication and technologies industry who facing a crisistowards the end of 2016 precisely on mid-October 2016 in which one their latest smartphone productthe Samsung Galaxy Note reportedly exploded by their customers that initially there was one of theircustomer uploaded a video on Youtube about the incident and that became viral, after it appeared thereare another reports on the incident from various countries moreover there is ban to bring cell phone inthe aircraft's flight because these products are considered dangerous, so it is becoming big news andSamsung also conduct a recall of these products by providing money turnover also vouchers for thepurchase of another Samsung product, but it does not make a lot confidence towards Samsung itself hasfaded. it obtained from several online surveys, one of which came from Reportlinker.comwhich states that 86% of the 500 respondents said that they would think of to chooseSamsung back on the purchase of a new mobile phone in the future. Therefore, the authorsdiscuss the concept of brand trust of the consumer to the product Samsung, which led consumers tocontinue to believe against Samsung, the author also uses the concept of brand experience and word ofmouth in this case because the consumer experience previously also affects brand trust and positiveword of mouth consumers in online forums and their comments on social media like Youtube also helpthe brand to face the crisis."

"ABSTRAKTesis ini meneliti proses pembentukan customer loyalty melalui word of mouth dalam referral marketing produk anti penuaan Nu Skin. Kajian teori meliputi referral marketing, word of mouth, customer loyalty dan hal-hal relevan lainnya. Penelitian menggunakan pendekatan kualitatif dengan wawancara mendalam sebagai teknik pengumpulan data. Hasil penelitian adalah bahwa word of mouth input dalam referral marketing diperlukan untuk membangun awareness dan kepercayaan yang mengarah kepada transaksi jual-beli antara distributor dan calon pelanggan pada tahap awal. Pada tahap selanjutnya, word of mouth output dan kepuasan pelanggan sebagai akibat dari pemakaian produk, pelayanan distributor serta kebijakan perusahaan berkontribusi dalam proses pembentukan customer loyalty.Kata kunci: customer loyalty; referral marketing; word of mouth

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ABSTRACTThis research discusses the forming process of customer loyalty through word of mouth in Nu Skin anti aging products rsquo referral marketing. Theoretical review includes referral marketing, word of mouth, customer loyalty and other relevant matters. This research uses qualitative approach with in depth interview. The result shows that word of mouth in referral marketing is needed to build awareness and trust leading to transaction between distributor and customer at the first place. At the following stage, word of mouth output coming from customers rsquo satisfaction resulted from product usage, distributor service and company policy become contributing factors to the forming process of customer loyalty."

"ABSTRAKPerkembangan teknologi yang terjadi di seluruh dunia menyebabkan terjadinya pergeseran prilaku konsumen. Media komunikasi massa yang sebelumnya menitikberatkan pada penggunaan media tradisional, kini berubah pesat dengan hadirnya teknologi digital dan internet. Sejalan dengan itu, media sosial pun semakin berkembang pesat.Pada sektor pendidikan, perguruan tinggi termasuk salah satu institusi yang turut mempergunakan media sosial, khususnya Instagram untuk menyampaikan informasi terkini, maupun kegiatan promosi. Hal ini dikarenakan persaingan yang terjadi dalam dunia pendidikan, turut mengharuskan perguruan tinggi untuk melakukan kegiatan pemasaran guna meningkatkan kesadaran terhadap merek, dan meningkatkan reputasinya.Penelitian ini mempelajari bagaimana konten yang ditampilkan oleh perguruan tinggi di dalam akun media sosial Instagram, dapat mempengaruhi terciptanya informasi yang bersifat user-centric User-Generated Content oleh para pengikutnya, dan kemudian mendukung penciptaan Word-of-Mouth WOM . WOM diyakini sebagai aktivitas yang memiliki dampak lebih persuasif bagi pengambilan keputusan di masa datang.

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ABSTRACTThe development of technology that happen around the world has shifted the way of interaction between individuals. Mass communication media which previously focused on traditional media, is changing rapidly with the presence of digital technology and the internet. As a result, social media is growing rapidly.Social media is currently used as a tool in marketing activity, either by brand or corporate, as people nowadays tend to trust the user centric information than the published centric. In education sector, university is one of the institutions that also utilize social media particularly Instagram, to convey its latest information, as well as to do promotional activities. This is necessary because the business climate in education is getting competitive. Hence, university is required to create effective marketing activities, in order to increase brand awareness, and enhance its reputation. University is required to create effective marketing activities, in order to increase brand awareness, and enhance its reputation.This study aims to explore on how the Instagram content strategies that are implemented by the universities will create effect to the creation of user centric User Generated Content type of information by its followers, and furthermore, to create Word of Mouth WOM . As evaluated in the previous studies, WOM activity is believed to create more persuasive impact for decision making in the future."