PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PROSES PENGAMBILAN KEPUTUSAN BERTRANSAKSI MENGGUNAKAN APLIKASI LINK AJA! (Survey Pada Generasi Millenial di Komunitas Facebook Mobile Legend:Bang Bang Indonesia)

RICHARD, RICHARD (2020) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PROSES PENGAMBILAN KEPUTUSAN BERTRANSAKSI MENGGUNAKAN APLIKASI LINK AJA! (Survey Pada Generasi Millenial di Komunitas Facebook Mobile Legend:Bang Bang Indonesia). S1 thesis, Universitas Mercu Buana.

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Abstract

Technological developments in the era of globalization 3.0 greatly affect to all aspects of human life, including in communication activity and sharing opinions or reviews about products or services that have been consumed. This communication activity is known as electronic word of mouth communication. Not only influences communication, current technology also affects the banking industry, especially in developing payment systems with the emergence of fintech in the banking world. The purpose of this study was to determine the effect of electronic word of mouth on the transaction decision making process to using the Link Aja application. The study was conducted on the Facebook community of Mobile Legend: Bang Bang Indonesia with a sampling technique using purposive sampling and obtained research samples of 102 respondents who are members of the community that has an age range between 18-38 years. Researchers usedanalysis techniques Pearson product moment correlation, t test and coefficient of determination to test the electronic word of mouth variable and the decision making process of the transaction using the Link Aja application variable. The results showed that the variable electronic word of mouth had a significant influence on the purchase decision making variable to using the Link Aja application. The effect produced by electronic word of mouth is 39.50% while 60.50% is influenced by other factors. Keywords: Electronic Word of Mouth, Purchase Decision, fintech, Link Aja Perkembangan teknologi pada era globalisasi 3.0 sangat mempengaruhi segala aspek kehidupan manusia, termasuk dalam berkomunikasi dan berbagi pendapat ataupun ulasan mengenai produk atau jasa yang pernah dikonsumsi. Aktivitas komunikasi ini dikenal sebagai komunikasi electronic word of mouth. Tidak hanya mempengaruhi komunikasi, teknologi saat ini juga mempengaruhi industri perbankan khususnya dalam pengembangkan sistem pembayaran dengan munculnya fintech di dunia perbankan. Tujuan penelitian ini adalah untuk mengetahui pengaruh electronic word of mouth terhadap proses pengambilan keputusan bertransaksi menggunakan aplikasi Link Aja. Penelitian dilakukan pada komunitas facebook Mobile Legend : Bang Bang Indonesia dengan teknik pengambilan sampel menggunakan purposive sampling dan diperoleh sampel penelitian sebanyak 102 responden yang merupakan anggota dari komunitas yang memiliki rentang usia diantara 18-38 Tahun. Peneliti menggunakan teknik analisa pearson product moment correlation, uji t dan koefisiensi determinasi untuk menguji variabel electronic word of mouth dan variabel proses pengambilan keputusan bertransaksi menggunakan aplikasi Link Aja. Hasil penelitian menunjukkan bahwa variabel electronic word of mouth memiliki pengaruh yang signifikan terhadap variabel proses pengambilan keputusan pembelian menggunakan aplikasi Link Aja. Pengaruh yang dihasilkan oleh electronic word of mouth sebesar 39,50% sedangkan 60,50% dipengaruhi oleh faktor lainnya. Kata Kunci : Electronic Word of Mouth, Keputusan Pembelian, fintech, Link Aja.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 022
Call Number: SK/43/21/056
NIM/NIDN Creators: 44315110033
Uncontrolled Keywords: Electronic Word of Mouth, Keputusan Pembelian, fintech, Link Aja.
Subjects: 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
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)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 17 May 2022 02:54
Last Modified: 13 Mar 2023 08:07
URI: http://repository.mercubuana.ac.id/id/eprint/61152

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