PENGARUH CUSTOMIZATION, ELECTRONIC WORD OF MOUTH IN SOCIAL MEDIA & TRENDINESS TERHADAP CONSUMER BRAND ENGAGEMENT PADA KONSUMEN MILENIAL HEALTHY YUMMY NUTTY DI INDONESIA

TJHIN, NOVIA (2020) PENGARUH CUSTOMIZATION, ELECTRONIC WORD OF MOUTH IN SOCIAL MEDIA & TRENDINESS TERHADAP CONSUMER BRAND ENGAGEMENT PADA KONSUMEN MILENIAL HEALTHY YUMMY NUTTY DI INDONESIA. Masters thesis, Universitas Tarumanagara.

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Abstract

This thesis aims to analyze relation between Customization, Electronic Word of Mouth (EWOM) in social media and Trendiness with millennials consumer brand engagement of Healthy Yummy Nutty in Jakarta. The data were collected from Healthy Yummy Nutty consumers in Jakarta from 16 years old until 38 years old. The research is conducted to 200 Healthy Yummy Nutty consumers in Jakarta. The result is analyzed using SPSS Software and using multiple regression method. Based on the results of existing research, it is concluded that the involvement of consumers in the brand is very necessary because it can make the company image last in the long term and the presence of consumers is also a very important factor for the success of a company. Keywords: Customization, Electronic Word of Mouth (EWOM) in SocialMedia, Trendiness, and Consumer Brand Engagement, Millennials.

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Sawidji Widoatmodjo, MM, MBA
Uncontrolled Keywords: Customization, Electronic Word of Mouth (EWOM) in SocialMedia, Trendiness, and Consumer Brand Engagement, Millennials.
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 22 Dec 2022 07:08
Last Modified: 22 Dec 2022 07:08
URI: http://repository.untar.ac.id/id/eprint/38076

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