Prosiding : MARKETING STRATEGY OF WORDS-IN-MOUTH DELIVER CUSTOMER VALUE IN CONSUMER PRODUCTS IN INDONESIA

Athar, Handry Sudiartha Prosiding : MARKETING STRATEGY OF WORDS-IN-MOUTH DELIVER CUSTOMER VALUE IN CONSUMER PRODUCTS IN INDONESIA. Proceedings of The Global Advanced Research Conference on Management and Business Studies (GARCOMBS). ISSN 2303-0003

This is the latest version of this item.

[img]
Preview
 Text
B2 - Proceeding Book Garcombs Bali 2015 ISSN_2.pdf
Download (4MB) | Preview

Abstract

This study aims to determine the influence of WOM marketing strategy (WOM Negative, Positive WOM, Reputation, Fascination and Community Effects) to Customer Value. Multiple linear regression analysis was used as an analytical tool in this study. The results showed that the effect on the reputation of Positive WOM begins with how the reputation of providing strategic impact on increasing customer value. Advertising appeal may affect the realization of Positive WOM through a process and mechanism for gradual strategy, directed and continuous. Effects community is another important element in mengimplemetasikan Positive WOM will provide the community because of the effects of the dominant strategic impact on the improvement of Positive WOM.

Item Type: Article
Keywords (Kata Kunci): eputation, Advertising Appeal, Community Effects, Customer Value
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Pascasarjana
Depositing User: Dr Handry Sudiartha Athar,.MM
Date Deposited: 17 Jan 2022 00:19
Last Modified: 17 Jan 2022 00:19
URI: http://eprints.unram.ac.id/id/eprint/27105

Available Versions of this Item

Actions (login required)

View Item View Item
Repository UNRAM is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.