Joko Prasetyo, . (2024) PENGARUH E-WOM DAN BRAND IDENTITY TERHADAP KEPUTUSAN BERKUNJUNG KE FESTIVAL MUSIK JOYLAND DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study uses quantitative research with a sampling technique using non-probability sampling with a purposive sampling method and using 100 respondents. The purpose of this study was to determine, analyze, and prove the influence of E-WOM and Brand identity on the Decision to Visit the Joyland Music Festival in Jakarta. The population used was visitors to the Joyland Festival in Jabodetabek. Data analysis used descriptive and inferential data analysis techniques using SmartPLS 3.0 software. The results of this study indicate that (1) E-WOM has a significant effect with a coefficient of 0.382 on the decision to visit the Joyland Music Festival in Jakarta, (2) Brand identity has a significant effect with a coefficient of 0.402 on the Decision to visit the Joyland Music Festival in Jakarta. The adjusted R-square value shows that together electronic word of mouth and brand identity are able to explain the decision to visit up to 59.1%, the remaining 40.9% is explained by other independent variables not included in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111193] [Pembimbing: Bernadin Dwi M] [Penguji 1: Lina Aryani] [Penguji 2: Heni Nastiti] |
| Uncontrolled Keywords: | E-WOM; Brand Identity; Visiting Decision; Joyland Festival. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management M Music and Books on Music > M Music |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | JOKO PRASETYO |
| Date Deposited: | 02 Oct 2024 02:52 |
| Last Modified: | 02 Oct 2024 04:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31289 |
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