PENGARUH BRAND CREDIBILITY DAN BRAND COMMITMENT TERHADAP ELECTRONIC WORD OF MOUTH (SURVEI TERHADAP PENGGUNA APLIKASI STREAMING MUSIK DI INDONESIA) - Indira Siti Ashyfa, - (2020)
Indira Siti Ashyfa (1601165), Pengaruh Brand Credibility dan Brand Commitment Terhadap Electronic Word Of Mouth (Survei Pada Pengguna Aplikasi Streaming Musik di Indonesia) dibawah bimbingan Prof. Dr. Hj. Ratih Hurriyati, M.P. dan Dr. Puspo Dewi Dirgantari,S.Pd.,MT., MM Di era modern saat ini, perusahaan terus mengikuti perkembangan teknologi dengan membuat berbagai macam aplikasi yang memudahkan masyarakat dalam beraktivitas salah satunya aplikasi streaming musik. Dalam persaingan di era digital, antar perusahaan dituntut agar terus memperbaiki performa, kualitas, dan fitur aplikasi. Selain memperbaiki performa, perusahaan perlu membuat promosi yang interaktif salah satunya membuat masyarakat menyebarkan eWOM mengenai aplikasi untuk menarik individu lain agar berminat mendownload atau mencoba aplikasi. eWOM dapat diciptakan melalui brand credibility dan brand commitment. Penelitian ini bertujuan untuk memperoleh (1) gambaran brand credibility (2) gambaran brand commitment (3) gambaran electronic word of mouth (4) besarnya pengaruh brand credibility terhadap electronic word of mouth (5) besarnya pengaruh brand commitment terhadap electronic word of mouth. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah explanatory survey dengan teknik sampel Taro Yamane sebanyak 400 responden. Teknik analisis data yang digunakan adalah analisis jalur (Path Analysis) dengan alat bantu program SPSS (Statistical Product for Service Solution) 25,0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand credibility dalam kategori cukup baik, gambaran brand commitment dalam kategori cukup baik, gambaran electronic word of mouth dalam kategori cukup baik, dimensi trustworthiness dalam variabel brand credibility dan dimensi continuance commitment dalam variabel brand commitment memberi kontribusi yang paling besar dalam membentuk electronic word of mouth. Kata Kunci: Brand credibility, Brand commitment, electronic word of mouth. Indira Siti Ashyfa (1601165), The Influence of Brand Credibility and Brand Commitment on Electronic Word of Mouth (Survey on Music Streaming Application Users in Indonesia), under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM. In today's modern era, companies continue to follow technological developments by making various applications that make it easier for people to do activities, one of which is a music streaming application. In the competition in the digital era, companies are required to continuously improve performance, quality and application features. In addition to improving performance, companies need to create interactive promotions, one of which is to make the public spread eWOM about the application to attract other individuals to be interested in downloading or trying the application. eWOM can be created through brand credibility and brand commitment. This study aims to obtain (1) an overview of brand credibility (2) an overview of brand commitment (3) an overview of electronic word of mouth (4) the magnitude of the influence of brand credibility on electronic word of mouth (5) the magnitude of the influence of brand commitment on electronic word of mouth. This type of research is descriptive and verification. The method used is an explanatory survey with a Taro Yamane sample technique of 400 respondents. The data analysis technique used is path analysis using SPSS (Statistical Product for Service Solution) 25.0 for Windows. The findings of this study indicate that the description of brand credibility in the category is quite good, the description of brand commitment in the category is quite good, the picture of electronic word of mouth is in the category is quite good, the dimensions of trustworthiness in the brand credibility variable and the continuance commitment dimension in the brand commitment variable give the most contribution. big in shaping electronic word of mouth. Keywords: Brand credibility, Brand commitment, electronic word of mouth.