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Pelatihan brand mindset mengunakan metode elaboration likelihood model untuk membentuk sikap terhadap brand (pada karyawan bagian operasional)

Penulis

Alle, Karel

Pembimbing: drs.Fathul Himam MPsi.,MA.,Ph.D.,Psi


ABSTRACT : Many companies have been trying to build good image on their products by showing positive attitude towards the stakeholders, and their own products. The positive input from the stakeholders is one of the succesfull indicator benchmark. To build the positive attitude, especially among the employees, toward their brand or stakeholders can be done by having an attitude training. The goal of this experiment is understanding the role of brand mindset Training in order to increase the employee’s positive attitude towards their company brand. Brand Mindset Training with ELM method as a purpose to build employee’s positive attitude toward their own brand by developing their own understanding on the meanings of the brand and how to explain the core of their brand. The subject of the experiment was the Operational Department in Main Unit of Bank Jateng. There were 20 people who randomly chosen to be the experiment group and 20 others to be the control group. Measurements were given before and after the experiment by using an attitude scale for each subject. The data gathered was processed by using Parametric T-test. The result showed that Brand Mindset Training is effective in developing the employee’s positive attitude toward the brand (t=4.358, p=0.000). Keyword: Brand mindset training, ELM Method, Employee’s positive attitude toward brand

INTISARI : merek. Subyek penelitian adalah Karyawan Bagian Operasional Bank Jateng Cabang Utama yang terdiri dari 40 orang, 20 orang ditempatkan secara random sebagai kelompok kontrol dan 20 orang sebagai kelompok eksperimen. Pelatihan Brand Mindset sebagai perlakuan, diasumsikan akan meningkatkan sikap positif terhadap merek perusahaan. Pengukuran sikap tehadap merek dilakukan sebelum dan sesudah diberi pelatihan. Skala sikap terhadap merek adalah alat ukur yang direspon oleh tiap subyek. Data yang diperoleh dianalisis dengan menggunakan Uji parametric t-test. Hasil penelitian menunjukan bahwa pelatihan brand mindset efektif untuk meningkatkan sikap positif karyawan terhadap merek (t = 4,358, p= 0,000). Kata kunci: Pelatihan Brand Mindset, Metode ELM, Sikap Positif terhadap merek. Abstract Many companies have been trying to build good image on their products by showing positive attitude towards the stakeholders, and their own products. The positive input from the stakeholders is one of the succesfull indicator benchmark. To build the positive attitude, especially among the employees, toward their brand or stakeholders can be done by having an attitude training. The goal of this experiment is understanding the role of brand mindset Training in order to increase the employee’s positive attitude towards their company brand. Brand Mindset Training with ELM method as a purpose to build employee’s positive attitude toward their own brand by developing their own understanding on the meanings of the brand and how to explain the core of their brand. The subject of the experiment was the Operational Department in Main Unit of Bank Jateng. There were 20 people who randomly chosen to be the experiment group and 20 others to be the control group. Measurements were given before and after the experiment by using an attitude scale for each subject. The data gathered was processed by using Parametric T-test. The result showed that Brand Mindset Training is effective in developing the employee’s positive attitude toward the brand (t=4.358, p=0.000). Keyword: Brand mindset training, ELM Method, Employee’s positive attitude toward brand

Kata kunci Pelatihan Brand Mindset,metode ELM,Sikap positif terhadap merek
Program Studi S2 Magister Profesi Psikologi UGM
No Inventaris c.1 (3091-H-2008)
Deskripsi xii, 31 p., bibl., ills., 29 cm
Bahasa Indonesia
Jenis Tesis
Penerbit [Yogyakarta] : Universitas Gadjah Mada, 2008
Lokasi Perpustakaan Pusat UGM
File Tulisan Lengkap dapat Dibaca di Ruang Tesis/Disertasi
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