Safitri, Annisa Ameilia (2016) PENGARUH ELECTRONIC-WORD-OF-MOUTH (eWOM) PADA RESTORAN “LOKAL” DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN SKRIPSI. Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
Dengan perkembangan teknologi internet, electronic word-of-mouth telah
menjadi fenomena yang penting. Munculnya media sosial baru seperti Instagram
yang sebelumnya merupakan media sosial untuk berinteraksi melalui gambar saat
ini dengan sengaja maupun tidak menjadi media pemasaran mulut ke mulut secara
cepat, mudah, murah, dan tidak terbatas. Tujuan penelitian ini adalah untuk
menganalisis pengaruh electronic word-of-mouth di sosial media instagram
terhadap minat beli konsumen. Sampel dalam penelitian ini adalah 100 responden
mahasiswa studi Ilmu Komunikasi Universitas Pembangunan Nasional “Veteran”
Yogyakarta yang pernah terpapar infromasi mengenai Restoran Lokal dan belum
pernah bersantap di Restoran Lokal. Penelitian ini menggunakan pendekatan
kuantitatif. Teori yang digunakan dalam penelitian ini adalah teori S-O-R dan
model AISAS. Instrument penelitian ini menggunakan kuisioner. Hasil penelitian
ini menunjukan bahwa hipotesis yang diajukan dalam penelitian ini yaitu terdapat
pengaruh signifikan sebesar 0,610 antara electronic word-of-mouth pada sosial
media instagram dengan kelas sosial terhadap minat beli konsumen di Restoran
Lokal dan terdapat pengaruh yang signifikan antara electronic word-of-mouth
dengan minat beli konsumen di Restoran Lokal sebesar 0,455 diterima.
Sedangkan hipotesis tidak ada pengaruh signifikan antara electronic word-ofmouth pada sosial media instagram dengan kelas sosial terhadap minat beli
konsumen di Restoran Lokal dan tidak ada pengaruh yang signifikan antara
electronic word-of-mouth dengan minat beli konsumen di Restoran Lokal ditolak.
Kata Kunci: Electronic Word Of Mouth, Instagram, Social Media Marketing,
Minat Bel
In this modern and spochiticated era, emerge some new networking
media that change how the society commincates. In era of the developing of
internet technology, electronic-word-of-mouth taking a role as an important
phenomenon. One of a platform of social media, Instagram bring a beyond
function. If in the past, Instagram used only as a online catalog with a picture
inside, but today, it is play a role as a tool of marketing communication. Whereas
this platform can easily spread from person to person with low cost, simple and
unlimited place and time. The objective of this research is to analyze how the
effect of electronic-word-of-mouth in social media Instagram towards purchase
intention. This research used a quantitative approaching. Furthermore, this
research used theory of S-O-R and AISAS model.Sample of this research is 100
respondents student of Pembangunan Nasional University “Veteran” Yogyakarta
whogetting expose information by a Lokal restaurant via social media Instagram
and never come to eat at Lokal. These results indicate that the hypothesis
proposed in this research that there is significant influence amounted to 0.610
between electronic word-of -mouth on social media instagram with social class on
consumer buying interest in the local restaurant and a significant difference
between the electronic word-of -mouth with consumers buying interest at Local
Restaurant amounted to 0,455 % received. While the hypothesis there is no
significant influence between electronic word-of -mouth on social media with
social class instagram against consumer buying interest in the local restaurant
and there was no significant influence of electronic word-of -mouth with
consumers buying interest at Local Restaurant rejected
Key words: Electronic Word Of Mouth, Instagram, Social Media Marketing,
Purchase Intention
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Darsini Darsini |
| Date Deposited: | 11 Oct 2016 07:30 |
| Last Modified: | 11 Oct 2016 07:30 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7545 |
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