ANALISIS EFEK KOMUNITAS DAN ELECTRONIC WORD OF
MOUTH TERHADAP BRAND SWITCHING PRODUK XIAOMI
POCOPHONE KE OPPO F9 DI RNY COMMUNICATION KOTA SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Pirdaus, Ackbar
Subject
HB Economic Theory
Datestamp
2020-12-14 02:47:54
Abstract :
The aim of this research is to know the community effect. This research used sampling of questionnaire distribution to 150 consumers. This research analysis technique used multiple linear analysis technique and hypothesis test used partial statistical test ( T test) and test simultaneously (F test. In the research result indicated that community effect (X1) has significant effect to brand switching. Electronic word of mouth (e-WOM) (X2) also has significant effect to brand switching. Accordif to f test in this research, probability value sig 0.000 < 0.05 which means that both community effect and electronic word of mouth (e-WOM) have significant effect to brand switching. And according to coefficient of determination test of 0.817 can be interpreted that community effect and electronic word of mouth (e-WOM) influenced is 81.7%. the rest of 18.3% inlfluenced by other factors which is not explained by this research.
The aim of this research is to know the community effect. This research used sampling of questionnaire distribution to 150 consumers. This research analysis technique used multiple linear analysis technique and hypothesis test used partial statistical test ( T test) and test simultaneously (F test. In the research result indicated that community effect (X1) has significant effect to brand switching. Electronic word of mouth (e-WOM) (X2) also has significant effect to brand switching. Accordif to f test in this research, probability value sig 0.000 < 0.05 which means that both community effect and electronic word of mouth (e-WOM) have significant effect to brand switching. And according to coefficient of determination test of 0.817 can be interpreted that community effect and electronic word of mouth (e-WOM) influenced is 81.7%. the rest of 18.3% inlfluenced by other factors which is not explained by this research.
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