YASIR, WA ODE NURAFCELLA F (2015) PENGARUH MOTIF SOSIAL MOTIF EMOSIONAL DAN MOTIF FUNGSIONAL TERHADAP WORD OF MOUTH ONLINE DAN OFFLINE PADA RESTORAN FASTFOOD McDONALD’S DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The current communication media is important for the wider society. Especially in the fields of marketing, technology development makes it increasingly developed also a way to promote a product or build a relationship with customers. This study aims to look at the influence of social motives, emotional motives and functional motives in influencing WOM online and offline communication between customers and consumers in them Mcdonald's fastfood restaurant in surabaya. Using several indicators of research (eg,self-improvement, satisfaction and the need for information) this research uses multiple regression analysis and methods of data collection by questionnaires. This authors find that whereas the social motives and functional motives are the most important for online anf offline wom. The emotional motives have not significant effect on WOM online and offline. Keywords: Word Of Mouth online dan offline, self-improvement, satisfaction, need for information.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 21 Apr 2017 07:26 |
| Last Modified: | 21 Apr 2017 07:26 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/897 |
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