KHOLIAWATI, HENI (2018) STRATEGI ELECTRONIC WORD OF MOUTH LONTAR EDUKASINDO DALAM MENARIK MINAT KONSUMEN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to reveal electronic word of mouth strategy what has been done lontar edukasindo in attracting consumer interest. This research is a qualitative research. The research method used is descriptive - case study. Data collection techniques conducted through interviews in-dept interview and secondary data. Data analysis techniques using data reduction, display data and conslusion drawning / verification. Techniques to check the validity of data using triangulation of data sources, namely digging the truth of certain information through various methods and sources of data acquisition. From the results obtained research that the electronic word of mouth (eWOM) dimension shows a positive relationship to consumer interest. This is explained by the indicators specified in the electronic word of mouth dimensions, the result is no negative comments or consumer dissatisfaction with lontar edukasindo through social media. In addition, the owner of lontar edukasindo who menshare information lontar edukasindo in social media accounts of his personal, has a great influence on consumer interest. Because many of the consumers who know or have used the services of Lontar Edukasindo are close relatives of Lontar Edukasindo owners, such as elementary school friends, junior high school friends, church friends or other communities so that the information provided on lontar edukasindo is reliable information and the source of information is obvious . Keyword: Marketing Communications, Electronic Word of Mouth (eWOM), Consumer Interest, Konsumen Penelitian ini bertujuan untuk mengungkapkan strategi electronic word of mouth apa yang sudah dilakukan lontar edukasindo dalam menarik minat konsumen. Penelitian ini merupakan penelitian kualitatif. Metode penelitian yang digunakan adalah deksriptif – studi kasus. Teknik pengumpulan data yang dilakukan melalui wawancara in-dept interview dan data sekunder. Teknik analisis data menggunakan data reduction, data display dan conslusion drawning/verification. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber data, yaitu menggali kebenaran informasi tertentu melalui berbagai metode dan sumber perolehan data. Dari hasil penelitian didapat hasil bahwa dimensi electronic word of mouth (eWOM) menunjukkan keterkaitan yang positif terhadap minat konsumen. Hal ini dijelaskan dengan indikator-indikator yang ditetapkan dalam dimensi electronic word of mouth, hasilnya tidak ada komentar negatif atau ketidakpuasan konsumen terhadap lontar edukasindo melalui media sosial. Selain itu, pemilik dari lontar edukasindo yang menshare informasi lontar edukasindo di akun media sosial milik pribadinya, memiliki pengaruh yang besar terhadap minat konsumen. Karena banyak dari beberapa konsumen yang mengetahui atau pernah menggunakan jasa lontar edukasindo merupakan kerabat dekat dari pemilik Lontar Edukasindo, seperti teman SD, teman SMP, teman gereja atau komunitas lainnya sehingga informasi yang diberikan mengenai lontar edukasindo, merupakan informasi yang dapat dipercaya dan sumber informasinya sangat jelas. Kata Kunci: Komunikasi Pemasaran, Electronic Word of Mouth (eWOM), Minat Konsumen
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-18-072 |
| NIM/NIDN Creators: | 55213120035 |
| Uncontrolled Keywords: | Marketing Communications, Electronic Word of Mouth (eWOM), Consumer Interest, Komunikasi Pemasaran, ElectronicCORCOM, korporate komunikasi dan komunikasi pemasaran Word of Mouth (eWOM), Minat, |
| 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 22 Mar 2022 08:00 |
| Last Modified: | 21 Jun 2022 03:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58580 |
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