PERAN DESTINATION BRANDING DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP KEPUTUSAN PEMBELIAN KUNJUNGAN WISATA PADA PENGGUNA MEDIA SOSIAL INSTAGRAM DKI JAKARTA

FAJRIAWATI, RIZKI ILANNUR (2019) PERAN DESTINATION BRANDING DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP KEPUTUSAN PEMBELIAN KUNJUNGAN WISATA PADA PENGGUNA MEDIA SOSIAL INSTAGRAM DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to investigate the role of destination branding and electronic word of mouth towards purchasing visit decision on Instagram user in DKI Jakarta. The sample of this study amounted to 489 respondents aged 20-38 years. The method used in determining the sample of this research is accidental sampling technique. Destination branding measured using a scale which consists of 28 items, and electronic word of mouth measured using a scale consists of 5 items, and purchase decision measured using a scale of 20 items. The study found that destination branding and electronic word of mouth had a significant role towards purchasing decision. The result of the R square is 0.353 shows that destination branding and electronic word of mouth gives the influence of 35.5% to purchasing decision. Keywords: Destination Branding, Electronic Word of Mouth, Purchase Decision Penelitian ini bertujuan untuk mengetahui peran destination branding dan electronic word of mouth terhadap keputusan pembelian kunjungan wisata pada pengguna media sosial Instagram DKI Jakarta. Sampel yang dilibatkan dalam penelitian ini berjumlah 489 responden dengan usia 20-38 tahun. Metode yang digunakan dalam penentuan sample pada penelitian ini adalah teknik accidental sampling. Destination branding diukur menggunakan alat ukur yang terdiri dari 28 item pernyataan, electronic word of mouth diukur menggunakan alat ukur yang terdiri dari 5 item pernyataan, dan keputusan pembelian diukur melalui 20 item pernyataan. Dari hasil penelitian ini ditemukan bahwa destination branding dan electronic word of mouth berperan secara signifikan terhadap keputusan pembelian. Hasil R square sebesar 0.353 menunjukan bahwa destination branding dan electronic word of mouth memiliki peran sebesar 35.3% terhadap keputusan pembelian. Kata kunci: Destination Branding, Electronic Word of Mouth, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FP/PSI. 19 194
NIM/NIDN Creators:	46115010152
Uncontrolled Keywords:	Destination Branding, Electronic Word of Mouth, Keputusan Pembelian
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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa 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)
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	Dede Muksin Lubis
Date Deposited:	10 May 2022 07:06
Last Modified:	10 May 2022 07:06
URI:	http://repository.mercubuana.ac.id/id/eprint/60623

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