PENGUATAN WORD OF MOUTH MELALUI STRATEGI INTERNAL BRANDING DI PERGURUAN TINGGI SWASTA INDONESIA

MIX: JURNAL ILMIAH MANAJEMEN

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Field Value
 
Title PENGUATAN WORD OF MOUTH MELALUI STRATEGI INTERNAL BRANDING DI PERGURUAN TINGGI SWASTA INDONESIA
 
Creator ., Farida
Prabowo, Herry Agung
Wardhani, Diah
Husnur, Achmad
 
Subject internal branding, intellectual commitment, emotional commitment, word of mouth
 
Description The purpose of this research is to generate a mapping the level of internal customer internalization of the PTS brands based on intellectual commitment and emotional commitment, as well as its influence on the power of WOM. The sample used is PTS' lecturer in Jakarta area as internal customer. Measurement of brand internalization in this research through the assessment of intellectual commitment, and emotional commitment of lecturers to PTS' brand. Data were collected through answers from questionnaires containing sample opinions on research variables. While the model of the influence of intellectual commitment and emotional commitment to WOM is done by using the model of Structural Equation Model (SEM) processed using the PLS program. The result of this research concludes that the lecturer is in the segment of brand activist. Another result of this research is intellectual commitment and emotional commitment are statistically significant influence on WOM. So that the WOM strength of the lecturer, can be built through the improvement of brand understanding, brand trust and brand delivery lecturers.
 
Publisher Universitas Mercu Buana
 
Contributor
 
Date 2019-02-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5258
10.22441/mix.2019.v9i1.011
 
Source MIX: JURNAL ILMIAH MANAJEMEN; Vol 9, No 1 (2019): MIX: Jurnal Ilmiah Manajemen; 174 - 189
2460-5328
2088-1231
 
Language eng
 
Relation https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5258/2414
 
Rights Copyright (c) 2019 MIX: JURNAL ILMIAH MANAJEMEN
 

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