PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) DI INSTAGRAM TERHADAP PURCHASE INTENTION PADA RESTORAN RICHEESE FACTORY

RAMADHAN, RIYAN AGMA (2019) PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) DI INSTAGRAM TERHADAP PURCHASE INTENTION PADA RESTORAN RICHEESE FACTORY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with the growth and evolution of the internet, electronic Word of Mouth has become a phenomenon. The purpose of this study was to analyze the effect of electronic Word of Mouth (eWOM) on social media Instagram for the Purchase intention. This study uses a quantitative approach. The sample in this study were 100 respondents of internet users who interacted on Instagram social media on the #Richeesefactory hastag by using a probability sampling method with a simple random sampling. The instrument of this study used a questionnaire and analyzed using simple linear regression. The results of the descriptive data study of electronic word of mouth variables obtained a high category average value of 3.78 out of 5.0, attention high of 3.74, high category interest of 3.49, normal category search for 3.35, high category actions at 3.65 and normal category with 3.21 . Based on the regression test shows that electronic Word of Mouth (eWOM) on Instagram has a positive influence on purchase intention in Richeese Factory restaurants, but the effect is relatively not too large with a percentage 29.8%. Keywords: Electronic Word of Mouth, Social Media Marketing, Purchase Intention Seiring dengan pertumbuhan dan evolusi internet, electronic Word of Mouth telah menjadi fenomena yang penting. Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic Word of Mouth (eWOM) di social media Instagram terhadap Purchase intention. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden pengguna internet yang berinteraksi di social media Instagram pada hastag #Richeesefactory dengan menggunakan metode probability sampling dengan jenis simple random sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linier sederhana. Hasil penelitian data deskriptif variabel electronic word of mouth memperoleh nilai rata – rata berkategori tinggi sebesar 3.78 dari 5.0, attention tinggi sebesar 3.74, interest berkategori tinggi sebesar 3.49, search berkategori normal sebesar 3.35, action berkategori tinggi sebesar 3.65 dan share berkategori normal dengan nilai 3.21. Berdasarkan uji regresi menunjukkan bahwa electronic Word of Mouth (eWOM) di social media Instagram memiliki pengaruh positif terhadap purchase intention pada restoran Richeese Factory, namun pengaruh tersebut relatif tidak terlalu besar dengan presentase 29,8%. Kata Kunci: Electronic Word of Mouth, Social Media Marketing, Purchase Intention

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 008
Call Number: SK/43/19/018
NIM: 44316120059
Uncontrolled Keywords: Electronic Word of Mouth, Social Media Marketing, Purchase Intention
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.232 Print Media/Media Tercetak
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Dec 2019 07:45
Last Modified: 09 Jan 2020 03:54
URI: http://repository.mercubuana.ac.id/id/eprint/52785

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