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"Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran (marketing mix) terhadap Word of Mouth melalui variabel mediasi perceived value, customer satisfaction, dan customer loyalty pada produk Education First di English First (EF). Disamping itu, penelitian ini juga bertujuan untuk menganalisis pengaruh secara tidak langsung customer satisfaction terhadap word of mouth melalui customer loyalty sebagai variabel mediasi.Penelitian ini dilakukan dengan menggunakan teknik penyebaran kuesioner, sedangkan pengambilan sampel penelitian menggunakan non probability sampling dengan teknik purposive sampling yaitu disesuaikan dengan tujuan penelitian, sehingga diperoleh jumlah sampel dalam penelitian ini sebanyak 250 responden. Sementara itu, metode analisis data yang digunakan dalam penelitian ini adalah Model Persamaan Struktural (SEM). Hasil yang diperoleh dari penelitian ini menujukkan bahwa variabel bauran pemasaran (marketing mix) yang diproksikan sebagai price, dan product berpengaruh signifikan terhadap perceived value dari sampel penelitian, sedangkan place dan promotion tidak berpengaruh signifikan terhadap perceived value sampel. Perceived value sampel berpengaruh signifikan terhadap customer satisfaction, sampel dan customer satisfaction sampel berpengaruh terhadap customer loyalty sampel dan Word of Mouth sampel baik secara langsung maupun tidak langsung, dan customer loyalty sampel berpengaruh terhadap Word of Mouth pada program Education First di English First (EF).

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This research aims to analyze the impact of marketing mix on word of mouth through perceived value, customer satisfaction and customer loyalty as the mediating variable, on Education First product at English First (EF). Beside, this research also intends to analyze the direct and indirect impact of customer satisfaction on word of mouth through customer loyalty as the mediating variable. This research is conducted through questionnaire distribution, while the sample collection is done through non-probability sampling which set in accordance to the research goal, therefore, total sample that are chosen in this research is 250 respondents. Meanwhile, the analytic method that is applied in this research is Structural Equation Model (SEM).

The result generated from this research shown that marketing mix variable which is represented by price and product significantly impacted on the samples perceive value, while place and promotion do not have any significant impact on samples perceived value. samples perceived value has a significant impact on samples customer satisfaction and samples customer satisfaction significantly impacting samples customer loyalty and word of mouth both direct or indirectly. While, samples customer loyalty has an impact on word of mouth on Education First Program."

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Web 2.0 telah merubah bentuk word of mouth tradisional menjadi word of mouth baru berbasis Internet yaitu electronic word of mouth (eWOM). Melalui eWOM, konsumen membagikan pengalamannya berupa opini dan informasi mengenai suatu produk dan merek. Merek yang memiliki nilai lebih di mata konsumen akan mempunyai ekuitas merek yang kuat juga, sehingga akan mendorong minat pembelian yang lebih tinggi. Tesis ini membahas mengenai pengaruh eWOM melalui ekuitas merek terhadap minat pembelian pada pemasaran pendidikan tinggi. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui metode survei dan sifat penelitian eksplanatif. Populasi pada penelitian ini adalah wisudawan program Sarjana Universitas Paramadina periode April 2019 yaitu 131 wisudawan. Teknik pengambilan sampel menggunakan total sampling. Dari hasil pengisian kuesioner, hanya 94 kuesioner yang diolah lebih lanjut berdasarkan pertanyaan saringan pada penelitian ini. Metode analisis data yang digunakan pada penelitian ini adalah analisis jalur. Analisis jalur digunakan untuk mengetahui jalur yang paling efektif dalam pembentukan minat pembelian pada konteks pemasaran pendidikan tinggi. Hasil penelitian menunjukkan bahwa pengaruh tidak langsung eWOM melalui ekuitas merek merupakan jalur yang paling efektif dalam pembentukan minat pembelian, sedang pengaruh langsung eWOM pada pembentukan minat pembelian memiliki nilai yang lebih kecil. Kesimpulan dalam penelitian ini, universitas dalam membentuk minat pembelian calon konsumen potensialnya harus menciptakan eWOM yang mampu membentuk ekuitas merek yang baik di mata calon konsumen potensialnya, sehingga minat pembelian konsumen akan menjadi tinggi.

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Web 2.0 has transformed traditional forms of word of mouth into new Internet-based word of mouth or electronic word of mouth (eWOM). Through eWOM, consumers share their experiences in the form of opinions and information about a product and brand. Brands that have more value in the eyes of consumers will have strong brand equity, so that it will encourage higher purchase intentions. This thesis discusses the effect of eWOM through brand equity on purchase intentions in higher education marketing. This research was conducted with a quantitative approach through survey methods and explanatory research. The population in this study are 131 graduates of the Paramadina University Bachelor Program in the April 2019 period. The sampling technique uses total sampling. Based on filter questions in this study, only 94 questionnaires were processed further. The data analysis method used in this study is path analysis. Path analysis is used to determine the most effective pathway in the formation of purchase intentions in the context of higher education marketing. The results showed that the indirect influence of eWOM through brand equity was the most effective path in the formation of purchase intentions, while the direct influence of eWOM on the formation of purchase intention had a smaller value. The result of this study suggests that universities, in forming the purchase intention of potential customers, must create eWOM which is able to shape a good brand equity in the eyes of potential customers. This strategy, assumed, will increase the consumer’s purchase intention.

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"ABSTRAKPenelitian yang dilakukan di poliklinik RS Kartika Husada Setu ini membahas hubunganpersepsi tentang bauran pemasaran dengan kepuasan dan word of mouth pada pasien umum ,yang dinilai penulis penting dilakukan untuk acuan rumah sakit dalam menetapkan strategipemasaran. Penelitian dilakukan dengan disain kuantitatif, metode survei dan pendekatancrossectional. Berdasarkan hasil penelitian diketahui mayoritas persepsi pasien tentangproduct baik sebesar (64,2%) ,persepsi pasien tentang price kurang baik sebesar (58,8%) ,persepsi pasien tentang place baik sebesar (60,1%), persepsi pasien tentang promotion baiksebesar (54,7%), persepsi pasien tentang people baik sebesar (56,8%), persepsi pasien tentangphysical evidence baik sebesar (62,2%), persepsi pasien tentang process baik sebesar(55,4%), pasien yang puas sebesar (58,8%) dan pasien melakukan word of mouth sebesar(56,1%). Hasil penelitian menunjukkan ada hubungan antara persepsi pasien tentang product(p=0,604), place (p=0,016), people (p=0,019), physical evidence (p=0,042) dengan kepuasanpasien dan tidak ada hubungan antara price (p=0,528), promotion (p=0,225), dan process(p=0,202) dengan kepuasan pasien. Hasil penelitian juga menunjukkan ada hubungan antarakepuasan pasien dan word of mouth (p=0,044). Hasil penelitan menunjukkan physicalevidence memiliki hubungan paling kuat dengan kepuasan pasien (p=0,048). RS KartikaHusada Setu perlu memperhatikan aspek bauran pemasaran product, place, people, danterutama physical evidence.

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ABSTRACTResearch conducted in polyclinic RS Kartika Husada Setu discusses the relationship ofperception about the marketing mix with satisfaction and word of mouth in general patients,which assessed the author is important for hospital reference in setting marketing strategy.The research was conducted by quantitative design, survey method and cross-sectionalapproach. Based on the result of the research, it is known that the majority of patientperception about good product is (64,2%), patient perception about price less good (58,8%),patient perception about good place (60,1%), patient perception about promotion good(54,7%), patient perception about good people (56,8%), patient perception about physicalevidence either (62,2%), patient perception about good process (55,4%), patient Satisfied(58,8%) and patient do word of mouth (56,1%). The result showed that there was correlationbetween patient perception about product (p = 0,604), place (p = 0,016), people (p = 0,019),physical evidence (p = 0,042) with patient satisfaction and no relation between price (p =0,528 ), Promotion (p = 0,225), and process (p = 0,202) with patient satisfaction. The resultsalso showed there was a relationship between patient satisfaction and word of mouth (p =0.044). The results showed physical evidence had the strongest relationship with patientsatisfaction (p = 0.048). RS Kartika Husada Setu needs to pay attention to the marketing mixof product, place, people, and especially physical evidence"

"[ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana proses pemasaran produkprodukcult brand dengan word of mouth. Konsep utama cult brand adalah kesetiaanterhadap suatu brand / merek, sedangkan konsep utama word of mouth adalahkomunikasi berupa pembicaraan maupun testimonial yang dilakukan orang yangmembicarakan suatu produk atau jasa. Hal-hal yang juga terkait dengan penelitian iniadalah mengenai fanatisme dalam sepakbola, brand sepakbola sebagai cult brand,jersey sepakbola sebagai simbol sepakbola, serta komunitas dalam sepakbola. Metodeyang digunakan dalam penelitian ini adalah kualitatif dengan narasumber penjual danpemilik jersey yang seluruhnya tergabung dalam komunitas Jersey Forumotion.Kesimpulan utama dari penelitian ini adalah mengenai komunitas dan viral marketingyang merupakan bentuk penyampaian word of mouth yang tepat bagi pemasaranproduk-produk cult brand, khususnya pada penjualan jersey sepakbola.

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ABSTRACTThe objective of this research is to identify the marketing process of cult brandproducts through word of mouth. The main concept of ?cult brand? is the loyaltytowards a particular brand while the main concept of ?word of mouth? iscommunication in the form of either conversation or testimonial conducted by personconversing about a particular product or service. Also related to this research is thefanaticism in Football, Football brand as cult brand, Football jersey as Footballsymbol as well as community in Football. Qualitative research method is employed inthis research with sellers and owners of jerseys?all of them members JerseyForumotion community?as interviewees. The main conclusion of this research isabout the community and viral marketing, which are forms of word of mouth suitablefor the purpose of cult brand products marketing, particularly on Football jersey sales, The objective of this research is to identify the marketing process of cult brandproducts through word of mouth. The main concept of ‘cult brand’ is the loyaltytowards a particular brand while the main concept of ‘word of mouth’ iscommunication in the form of either conversation or testimonial conducted by personconversing about a particular product or service. Also related to this research is thefanaticism in Football, Football brand as cult brand, Football jersey as Footballsymbol as well as community in Football. Qualitative research method is employed inthis research with sellers and owners of jerseys—all of them members JerseyForumotion community—as interviewees. The main conclusion of this research isabout the community and viral marketing, which are forms of word of mouth suitablefor the purpose of cult brand products marketing, particularly on Football jersey sales]"

"Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh electronic word of mouth di TikTok terhadap purchase intention produk skincare Somethinc melalui brand image. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan menggunakan metode survey. Instrument penelitian ini menggunakan kuesioner yang disebarkan melalui google form. Jumlah sampel dalam penelitian ini adalah 100 responden yang merupakan pengguna TikTok, mengetahui dan belum pernah membeli produk skincare Somethinc. Teknik analisis yang digunakan dalam penelitian ini adalah regresi linier sederhana menggunakan SPSS versi 22 dan uji sobel menggunakan kalkulator online. Hasil penelitian ini memperlihatkan bahwa keempat hipotesis penelitian ini diterima. Disimpulkan bahwa terdapat pengaruh antara e-WOM di TikTok terhadap purchase intention produk skincare Somethinc, pengaruh antara e-WOM di TikTok terhadap brand image Somethinc, pengaruh antara brand image Somethinc terhadap purchase intention produk skincare Somethinc, dan pengaruh antara Electronic word of mouth di TikTok terhadap purchase intention produk skincare Somethinc melalui brand image.

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This study aims to determine how the influence of electronic word of mouth on TikTok on purchase intention of Somethinc skincare products through brand image. This study uses a quantitative approach with data collected using a survey method. The research instrument used a questionnaire distributed via google form. The number of samples in this study were 100 respondents who were TikTok users, knew about and had never bought Somethinc skincare products. The analysis technique used in this research is simple linear regression using SPSS version 22 and sobel test using an online calculator. The results of this study indicate that the four hypotheses of this study are accepted. It was concluded that there was an influence between e-WOM on TikTok on purchase intention of Somethinc skincare products, the influence between e-WOM on TikTok on Somethinc's brand image, the influence between Somethinc brand image on purchase intention of Somethinc skincare product, and influence between Electronic word of mouth on TikTok. towards purchase intention of Somethinc skincare products through brand image."

"Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh electronic word of mouth di TikTok terhadap purchase intention produk skincare Somethinc melalui brand image. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan menggunakan metode survey. Instrument penelitian ini menggunakan kuesioner yang disebarkan melalui google form. Jumlah sampel dalam penelitian ini adalah 100 responden yang merupakan pengguna TikTok, mengetahui dan belum pernah membeli produk skincare Somethinc. Teknik analisis yang digunakan dalam penelitian ini adalah regresi linier sederhana menggunakan SPSS versi 22 dan uji sobel menggunakan kalkulator online. Hasil penelitian ini memperlihatkan bahwa keempat hipotesis penelitian ini diterima. Disimpulkan bahwa terdapat pengaruh antara e-WOM di TikTok terhadap purchase intention produk skincare Somethinc, pengaruh antara e- WOM di TikTok terhadap brand image Somethinc, pengaruh antara brand image Somethinc terhadap purchase intention produk skincare Somethinc, dan pengaruh antara Electronic word of mouth di TikTok terhadap purchase intention produk skincare Somethinc melalui brand image.

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This study aims to determine how the influence of electronic word of mouth on TikTok on purchase intention of Somethinc skincare products through brand image. This study uses a quantitative approach with data collected using a survey method. The research instrument used a questionnaire distributed via google form. The number of samples in this study were 100 respondents who were TikTok users, knew about and had never bought Somethinc skincare products. The analysis technique used in this research is simple linear regression using SPSS version 22 and sobel test using an online calculator. The results of this study indicate that the four hypotheses of this study are accepted. It was concluded that there was an influence between e-WOM on TikTok on purchase intention of Somethinc skincare products, the influence between e-WOM on TikTok on Somethinc's brand image, the influence between Somethinc brand image on purchase intention of Somethinc skincare product, and influence between Electronic word of mouth on TikTok. towards purchase intention of Somethinc skincare products through brand image."

"Seiring dengan berkembangnya industri property, maka perusahaan furniture pun kini terkena imbas perkembangan tersebut. Salah satu perusahaan yang bermain dalam industri furniture ini adalah PT. Artifak Pratita. Perusahaan ini mengusung sebuah desain furniture klasik yang umumnya digemari oleh kalangan masyarakat dengan ekonomi mapan. Dengan begitu artifak menjadi salah satu perusahaan yang bersaing di bidang furniture klasik dalam merebut konsumen yang jumlahnya cenderung sedikit.Keputusan pembelian sebuah furniture tidak sama seperti produk-produk umum lainnya. Produk furniture yang terglong high involvement ini membutuhkan proses waktu dalam mengkonsumsi sebuah produk tersebut. Dalam proses pemikiran seorang konsumen, juga dipengaruhi oleh beberapa program promosi yang diciptakan oleh perusahaan. Namun di sisi lain terdapat pula sebuah komunikasi yang biasa disebut dengan word of mouth. Word of mouth communication ini merupakan salah satu komunikasi informal yang didapat dari teman, rekan kerja, keluarga atau orang-orang yang ahli di suatu bidang tertentu. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh dan efektifitas WOM dalam pemasaran di industri furniture dan bagaimana sikap konsumen dalam memberikan WOM kepada orang lain. Apakah WOM yang diberikan konsumen kepada orang lain merupakan WOM positif yang sama seperti sewaktu konsumen tersebut menerimanya dari orang lain.

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Furniture companies are influenced by the increasing of property industry. One of the company plays in this industry is PT. Artifak Pratita. The company offers classic design furniture mainly preferred by upper economic class. By playing in that segment made Artifak?s potential customers are slightly small.

The decision to buy a furniture product is not the same with other products. Furniture products which are considered as high involvement products need some period of time to make a buying decision. Promotion programs created by the company also are influencing customer?s decision process. On the other side there is a form of communication called the word of mouth. This type of communication is a part of informal communication gathered from friends, colleagues, family members or experts in certain field."

"Tesis ini membahas penerapan strategi pemasaran Word of Mouth di dalam aktivitas Integrated Marketing Communication (IMC) yang telah perusahaan B2B Telekomunikasi di Indonesia dan analisis pengaruhnya terhadap brand attachment untuk menciptakan pembelian atau permintaan kebutuhan target pasar potensial terhadap produk layanan perusahaan tersebut di masa-masa mendatang. Penelitian ini dilakukan terhadap korporasi-korporasi dari berbagai segmen industri yang menjadi pelanggan 3 (tiga) perusahaan B2B telekomunikasi besar di Indonesia yang dianggap mewakili pelaku industri, yaitu Lintasarta, Telkom dan XL. Analisis data dilakukan dengan simple regression dan multiple regression, terhadap variabel brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment.

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The focus of this study is to analyze the impact of brand attachment as word of mouth marketing strategy, as part of the Integrated Marketing Communications (IMC) activities, for B2B telecommunications companies in Indonesia. PT Aplikanusa Lintasarta, PT Telekomunikasi Indonesia Tbk, and PT XL Axiata, the biggest players in ICT solutions with their programs in creating the needs for their Information and Communication Technology (ICT) Solution for their potential target markets, are the example for this research for using word of mouth marketing strategy for creating the purchase intention by building brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The type of this research is quantitative research with descriptive research design and using simple regression and multiple regression."

"Fandom atau penggemar kini sudah memiliki daya beli yang kuat dalam pasar. Croffle merupakan makanan yang menjadi tren pada tahun 2020 hingga 2021 yang pada awalnya diangkat oleh beberapa artis Korea melalui platform media sosial. Penelitian ini bertujuan untuk mencari tahu pengaruh fan economy melalui electronic word-of-mouth terhadap purchase intention konsumen croffle di Jakarta. Penelitian ini dilakukan pada 60 responden yang merupakan penggemar Korea berusia 18-35 tahun yang berdomisili di Jakarta dengan menyebarkan kuesioner daring. Hasil utama dalam penelitian ini menunjukkan bahwa fan economy melalui electronic word-of-mouth memengaruhi purchase intention konsumen croffle di Jakarta. Fandom terbukti dapat memengaruhi minat beli konsumen melalui electronic word-of-mouth di Instagram. Namun, terdapat limitasi dalam penelitian ini terkait metode dan lingkup penelitian yang bisa dikembangkan dalam penelitian selanjutnya.

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Fandom or fans now have a strong purchasing power in the market. Croffle is a food that is becoming a trend from 2020 to 2021 which was originally raised by several Korean artists through social media platforms. This study aims to find out the influence of the fan economy that mediated through electronic word-of-mouth on the purchase intention of croffle consumers in Jakarta. This research was conducted on 60 respondents who are Korean fans aged 18-35 years who live in Jakarta by distributing online questionnaires. The main results in this study indicate that the fan economy that mediated through electronic word-of-mouth affects the purchase intention of croffle consumers in Jakarta. Fandom is proven to be able to influence consumer buying interest through electronic word-of-mouth on Instagram. However, there are limitations in this study related to the method and scope of research that can be developed in further research."

"Penelitian ini bertujuan untuk memahami pengaruh character image (symbolic representation dan self-image congruence) terhadap impulse buying, dan satisfaction dalam merekomendasikan secara word-of-mouth pada game Genshin Impact di Indonesia. Character image adalah salah satu faktor penting dalam meningkatkan pendapatan dan juga sebagai nilai jual pada perusahaan game, seperti yang terjadi di Genshin Impact yang penjualan utamanya terdapat pada karakter yang membuat pendapatan perusahaan meningkat. Penelitian kuantitatif ini menggunakan non-probability sampling dengan metode judgment sampling dengan jumlah sampel 514 responden gen Z di Indonesia. Hipotesis pada penelitian diuji dengan menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan Lisrel 8.8. Hasil penelitian ini menunjukkan adanya pengaruh positif antara symbolic representation dengan kategori narasi dan cerita terhadap satisfaction; self-image congruence dengan kategori kepribadian terhadap impulse buying, satisfaction, dan word-of-mouth; dan satisfaction dengan kategori gacha dan pengalaman bermain terhadap word-of-mouth pada game Genshin Impact. Sedangkan hubungan yang tidak memiliki pengaruh ditemukan pada symbolic representation dengan kategori narasi dan cerita terhadap impulse buying; dan impulse buying dengan kategori internal impulse dan external impulse terhadap satisfaction.

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This research aims to understand the influence of character image (symbolic representation and self-image congruence) on impulse buying and satisfaction in word-of-mouth recommendations for the game Genshin Impact in Indonesia. Character image is an important factor in increasing revenue and value for game companies, as seen in Genshin Impact, where the main sales come from in-game character, which increases the company’s revenue. This quantitative study used non-probability sampling with a judgment sampling method, with a sample size of 514 respondents gen Z in Indonesia. The hypotheses in this study were tested using Structural Equation Modeling (SEM) with Lisrel 8.8. The results of this study show a positive influence between symbolic representation with categories of narrative and story to satisfaction; self-image congruence with categories of personality to impulse buying, satisfaction, and word-of-mouth; and satisfaction with categories of gacha and gameplay experience on word-of-mouth for the game Genshin Impact. While no significant influence was found between symbolic representation with categories of narrative and story to impulse buying; and between impulse buying with categories of internal impulse and external impulse to satisfaction."