dc.contributor.advisor | Slamet, Alim Setiawan | |
dc.contributor.author | Zulalulfikrie, Farhan | |
dc.date.accessioned | 2023-01-18T07:36:25Z | |
dc.date.available | 2023-01-18T07:36:25Z | |
dc.date.issued | 2023 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/116124 | |
dc.description.abstract | The COVID-19 pandemic has resulted in an increase in internet addiction in
Indonesia. These conditions made IPB University increase its marketing portion
through content marketing and build electronic word-of-mouth (e-WOM) to
increase brand attitude. However, this strategy is not in line with the number of
applicants entering IPB, as part of brand attitude which actually decreases in 2020.
This research was conducted to identify the characteristics and perceptions of
respondents towards content marketing and eWOM, as well as analyze the effect of
content marketing and eWOM on brand attitude. The research was conducted by
distributing online questionnaires to respondents. Data were analyzed using the
SEM-PLS method and descriptive analysis method. The results of this study
indicate that content marketing carried out by IPB University is not able to directly
influence brand attitude but requires e-WOM as a mediating variable. Meanwhile,
content marketing has a positive and significant impact on e-WOM. Furthermore,
the results of this study state that e-WOM is able to give a significant and positive
influence on IPB University's brand attitude | id |
dc.description.abstract | Pandemi COVID-19 mengakibatkan adanya peningkatan internet addiction
di Indonesia. Kondisi tersebut membuat IPB University meningkatkan porsi
pemasaran melalui content marketing dan membangun electronic word-of-mouth
(eWOM) dalam meningkatkan brand attitude. Namun, strategi tersebut tidak
sejalan dengan jumlah pelamar masuk IPB, sebagai bagian brand attitude yang
justru menurun pada tahun 2020. Penelitian ini dilakukan untuk mengidentifikasi
karakteristik dan persepsi responden terhadap content marketing dan eWOM, serta
menganalisis pengaruh content marketing dan eWOM terhadap brand attitude.
Penelitian dilakukan dengan menyebarkan kuisioner daring kepada responden. Data
dianalisis menggunakan metode SEM-PLS dan metode analisis deskriptif. Hasil
pada penelitian ini menunjukkan bahwa content marketing yang dilakukan oleh IPB
University tidak mampu memengaruhi brand attitude secara langsung, namun
membutuhkan eWOM sebagai variable mediasi. Sementara itu, content marketing
memberikan pengaruh positif dan signifikan terhadap eWOM. Selanjutnya, hasil
penelitian ini menyatakan bahwa eWOM mampu memberikan pengaruh yang
signifikan dan positif terhadap brand attitude IPB University | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Pengaruh Content Marketing dan Electronic Word-of-mouth terhadap Brand Attitude IPB University | id |
dc.title.alternative | The Influence of Content Marketing and Electronic Word-of-mouth on the Brand Attitude of IPB University | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | Brand attitude | id |
dc.subject.keyword | Content Marketing | id |
dc.subject.keyword | Electronic Word-of-mouth | id |
dc.subject.keyword | SEMPLS | id |