YOLANDA, FEBRIA (2020) PENGARUH ELECTRONIC WORD OF MOUTH DI MEDIA SOSIAL INSTAGRAM TERHADAP BRAND LOYALTY OVO (Survei Terhadap Pengguna OVO Pada Generasi Z). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The growth of electronic money transactions in Indonesia in 2019 increased by 230.25% and made every financial technology company (fintech) compete with each other to be at the forefront. Fintech Payment OVO utilizes Instagram social media to expand their marketing activities, thus forming digital communication between companies and customers. This communication is a form of electronic word of mouth (EWOM) activity on social media. The purpose of this study was to determine the influence of electronic word of mouth on Instagram social media on OVO brand loyalty. Where the theory used in this study is the theory of electronic word of mouth with measurements clarified by eight dimensions: EWOM quality, EWOM quantity, Sender's expertise. Then the second theory used is the theory of brand loyalty with indicators of measuring behavior, switch costs, satisfaction, brand linking, and commitment. This research was conducted using a quantitative approach through a survey. The survey was conducted using a questionnaire sent online to respondents in the form of a google link for. The population of the community, the number of OVO users in 2019, which may be 115,000,000 people and 100 people, were sampled using the Taro Yamane formula with 10% precision. The sampling technique used purposive sampling. Based on the results of the research and data analysis that has been done, the results show that electronic word of mouth has a contribution of 32.8% in an effort to influence OVO brand loyalty. The remaining 67.2% was formed from the influence and influence of several other factors outside of this study. Keywords: EWOM, Social Media, Instagram, brand loyalty, OVO Pertumbuhan transaksi uang elektronik di Indonesia pada tahun 2019 meningkat sebanyak 230,25% dan membuat setiap perusahaan financial technology (fintech) saling berlomba menjadi yang terdepan. Fintech Payment OVO memanfaatkan media sosial Instagram untuk memperluas aktivitas pemasaran mereka, sehingga terbentuk komunikasi digital antara perusahaan dengan pelanggan. Komunikasi tersebut merupakan bentuk dari aktivitas electronic word of mouth (EWOM) di media sosial. Tujuan dari penelitian ini untuk mengetahui seberapa besar pengaruh electronic word of mouth di media sosial Instagram terhadap brand loyalty OVO. Dimana teori yang digunakan dalam penelitian ini yaitu teori electronic word of mouth dengan pengukuran yang diklarifikasi oleh delapan dimensi: kualitas EWOM, kuantitas EWOM, keahlian Pengirim. Lalu teori kedua yang digunakan yaitu teori brand loyalty dengan indikator behavior Measures, switch cost, satisfaction, linking Brand,dan commitment. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif melalui survei. Survei yang dilakukan menggunakan kuesioner didistribusikan secara online kepada responden dalam bentuk link google for. Populasi mencakup jumlah pengguna OVO pada tahun 2019 yang berjumlah 115.000.000 orang dan 100 orang menjadi sampel dengan menggunakan rumus taro yamane presisi 10%. Teknik penarikan sampel menggunakan Purposive Sampling. Berdasarkan hasil penelitian dan analisis data yang telah dilakukan, maka diperoleh hasil bahwa electronic word of mouth mempunyai kontribusi sebesar 32,8% dalam upaya mempengaruhi brand loyalty OVO. Selebihnya 67,2% terbentuk dari akibat dan pengaruh beberapa faktor lainnya di luar dari penelitian ini. Kata Kunci : EWOM, Media Sosial, Instagram, brand loyalty, OVO
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