Hermawan, Hendri (2025) OPINI PENONTON YOUTUBE FITRA ERI MENGENAI PELAYANAN GARUDA FIRST CLASS DALAM KONTEN REVIEW YOUTUBE FITRA ERI (Studi Netnografi Opini Penonton Sebagai Representasi eWOM). S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
44319120011-HENDRI HERMAWAN-01 COVER - Hendri Hermawan.pdf Download (510kB) |
|
Text (BAB I)
44319120011-HENDRI HERMAWAN-02 BAB 1 - Hendri Hermawan.pdf Restricted to Registered users only Download (329kB) |
|
Text (BAB II)
44319120011-HENDRI HERMAWAN-03 BAB 2 - Hendri Hermawan.pdf Restricted to Registered users only Download (338kB) |
|
Text (BAB III)
44319120011-HENDRI HERMAWAN-04 BAB 3 - Hendri Hermawan.pdf Restricted to Registered users only Download (221kB) |
|
Text (BAB IV)
44319120011-HENDRI HERMAWAN-05 BAB 4 - Hendri Hermawan.pdf Restricted to Registered users only Download (976kB) |
|
Text (BAB V)
44319120011-HENDRI HERMAWAN-06 BAB 5 - Hendri Hermawan.pdf Restricted to Registered users only Download (202kB) |
|
Text (DAFTAR PUSTAKA)
44319120011-HENDRI HERMAWAN-07 DAFTAR PUSTAKA - Hendri Hermawan.pdf Restricted to Registered users only Download (251kB) |
|
Text (LAMPIRAN)
44319120011-HENDRI HERMAWAN-08 LAMPIRAN - Hendri Hermawan.pdf Restricted to Registered users only Download (5MB) |
Abstract
Penelitian ini menganalisis opini penonton terhadap video review layanan Garuda Indonesia First Class yang diunggah oleh Fitra Eri di kanal YouTube miliknya. Menggunakan pendekatan netnografi, penelitian ini bertujuan untuk memahami bagaimana Electronic Word of Mouth (eWOM) terbentuk melalui komentar penonton di media sosial, khususnya YouTube. Video berjudul "Garuda Indonesia FIRST CLASS ke London | VLOG #4" dipilih sebagai objek penelitian karena telah memperoleh lebih dari 15 juta penonton dan menimbulkan beragam reaksi dalam kolom komentar. Hasil penelitian menunjukkan bahwa opini penonton terbagi menjadi dua kategori utama, yaitu positif dan negatif. Opini positif mencakup apresiasi terhadap pelayanan Garuda First Class, kebanggaan terhadap maskapai nasional, serta pujian terhadap cara Fitra Eri menyampaikan ulasannya yang dianggap menarik dan informatif. Sebaliknya, opini negatif mencakup kritik terhadap harga tiket yang mahal, kualitas fasilitas, tuduhan adanya promosi terselubung, hingga perbandingan dengan maskapai lain. Studi ini mengungkap bahwa sebagian besar penonton memberikan tanggapan positif, baik terhadap layanan Garuda First Class maupun terhadap Fitra Eri sebagai reviewer. Namun, kritik yang muncul juga menunjukkan adanya ekspektasi lebih tinggi dari penonton terhadap layanan penerbangan premium ini. Temuan ini memberikan wawasan mengenai bagaimana eWOM berperan dalam membentuk opini publik, serta bagaimana perusahaan dapat memanfaatkannya sebagai strategi komunikasi pemasaran. This study analyzes audience opinions on the Garuda Indonesia First Class service review video uploaded by Fitra Eri on his YouTube channel. Using a netnographic approach, this research aims to understand how Electronic Word of Mouth (eWOM) is formed through viewers' comments on social media, particularly YouTube. The video titled "Garuda Indonesia FIRST CLASS to London | VLOG #4" was selected as the research object because it has gained over 15 million views and generated various reactions in the comment section. The study's findings indicate that viewer opinions are divided into two main categories: positive and negative. Positive opinions include appreciation for Garuda First Class services, pride in the national airline, and praise for Fitra Eri's review style, which is considered engaging and informative. On the other hand, negative opinions include criticism regarding high ticket prices, service quality, allegations of hidden promotions, and comparisons with other airlines. This study reveals that most viewers provided positive feedback, both on Garuda First Class services and Fitra Eri as a reviewer. However, the criticisms also highlight higher audience expectations for this premium airline service. These findings offer insights into how eWOM influences public opinion and how companies can leverage it as a marketing communication strategy.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319120011 |
| Uncontrolled Keywords: | Netnografi, Electronic Word of Mouth (eWOM), Review, Garuda Indonesia First Class, Opini. Netnography, Electronic Word of Mouth (eWOM), Review, Garuda Indonesia First Class, Opinion. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 04 Mar 2025 02:59 |
| Last Modified: | 04 Mar 2025 02:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94626 |
Actions (login required)
 |
View Item |
