Seknun, Soraya Yusuf (2020) Perbedaan Intensi Brand switching Produk Pembersih Wajah pada Konsumen Dewasa Awal di Kota Makassar ditinjau dari Pemberian Word of Mouth. S1 thesis, Universitas Negeri Makassar.
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Abstract
ABSTRACT The tendency to try or switch brands on facial cleanser certainly cannot just happen by itself, but it needs an encouraging namely word of mouth, which is able to strengthen the intention. This experimental research consisted of two groups (positive and neutral word of mouth) which aimed to determine the difference in the effect of word of mouth with the intention of brand switching of facial cleanser products in each group. In this study, there were 57 participants (aged 18-24 years) who use facial cleanser. This research was a true experiment using between-participant independent variable design. The result of the study proves that there are differences in the effect of giving positive or neutral word of mouth to the intention of brand switching of facial cleansing products for young adult consumers in Makassar. Participants with a positive word of mouth shows stronger intention of brand switching than the participants with a neutral word of mouth. This research contributes to the manufacturers to be able to market their products using the spread of word of mouth and also as an evaluation material for innovation. Keywords: Brand switching, Facial cleanser, Word of mouth, Young adult consumers.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | PSIKOLOGI |
| Divisions: | FAKULTAS PSIKOLOGI |
| Depositing User: | Pustakawan Amaluddin Zaihal |
| Date Deposited: | 13 Oct 2020 03:24 |
| Last Modified: | 13 Oct 2020 03:24 |
| URI: | http://eprints.unm.ac.id/id/eprint/18270 |
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