STUDI EKSPLORASI LOVEMARKS PADA PENGGUNA WEBSITE VIDEO SHARING YOUTUBE DI SURABAYA

  • Margaretha Jane Handayani Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 184 times
PDF - FULL TEXT Downloads: 121 times
Keywords: Lovemarks, Mystery, Sensuality, Intimacy

Abstract

Tujuan penelitian ini untuk menggali lebih dalam lovemarks pada pengguna website video sharing YouTube di Surabaya. Penelitian ini dibatasi pada penelitian terhadap pengguna website video sharing YouTube yang bertempat tinggal di Surabaya. Dari hasil temuan, interpretasi dan konseptualisasi terhadap 6 informan, menunjukkan bahwa dari keseluruhan elemen lovemarks, intimacy adalah elemen yang paling dominan. Informan merasakan lovemarks pada website video sharing YouTube dalam semua elemen yaitu mystery, sensuality, dan intimacy.

Downloads

Download data is not yet available.

References

Roberts, Kevin, 2004, Lovemarks: The Future Beyond Brand, The Power House Books, New York.,

http://www.internerworldstats.com/asia/id.htm, diakses tanggal 10 April 2012

http://www.comscoredatamine.com, diakses tanggal 10 April 2012

http://www.lovemarks.com, diakses tanggal 12 April 2012

www.saatchi.com, diakses tanggal 7 Oktober 2012
Published
2013-09-20
Issue
Vol. 2 No. 2 (2014): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.