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) |
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| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | 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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