Affan, Rafly Muhammad and Bustaman, Yosman and Perangin-angin, Loina Lalolo K. (2022) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AS THE PROMOTIONAL TOOL ON INSTAGRAM TOWARDS BRAND IMAGE OF NARASI TV. Bachelor thesis, Swiss German University.

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Abstract

This study was conducted to determine the influence of Electronic Word of Mouth on Narasi TV's Brand Image and also to identify the most influential dimension of Electronic Word of Mouth on the Brand Image of Narasi TV. Using quantitative approach with a survey as a method of collecting data by distributing an online questionnaire through Goggle Form to 160 respondents who are followers of Narasi TV Instagram. Sampling technique used is purposive sampling. Multiple linear regression is used as data analysis techniques. The results show that Electronic Word of Mouth has an influence on the Brand Image of Narasi TV with the significance value of 0.000 and correlation value (R) of 0.681 and the Content dimension in Electronic Word of Mouth is the dimension that has the most influence on the Brand Image of Narasi TV with the regression coefficient (B) value of 1.786. Therefore, it can be concluded that Electronic Word of Mouth does influence the Brand Image of Narasi TV and Content dimension in Electronic Word of Mouth is the most influential dimension in influencing the Brand Image of Narasi TV.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HE Transportation and Communications > HE8689 Radio and television broadcasting H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Mr Arinton Sinaga
Date Deposited:	10 Dec 2024 08:18
Last Modified:	10 Dec 2024 08:19
URI:	http://repository.sgu.ac.id/id/eprint/2675

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