Full Description
| Cataloguing Source | LibUI ind rda |
| Content Type | text (rdacontent) |
| Media Type | unmediated (rdamedia) |
| Carrier Type | online resource (rdacarrier) |
| Physical Description | xv, 124 pages : illustration ; 28 cm + appendix |
| Concise Text | |
| Holding Institution | Universitas Indonesia |
| Location | Perpustakaan UI, Lantai 3 |
- Availability
- Digital Files: 1
- Review
- Cover
- Abstract
| Call Number | Barcode Number | Availability |
|---|---|---|
| S-Pdf | 146-21-679127679 | TERSEDIA |
| No review available for this collection: 20500824 |
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth pada ulasan online di akun media sosial Instagram @beritagadget terhadap minat beli melalui sikap merek. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden, berumur 17 tahun ke atas, yang dapat mengakses internet terutama Instagram dan pernah membaca informasi mengenai produk smartphone OPPO di akun Instagram @beritagadget, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan path analysis dan Uji Sobel pada SPSS 23.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap minat beli secara tidak langsung melalui variabel sikap merek dan juga memiliki pengaruh yang signifikan antara variabel electronic word of mouth terhadap minat beli konsumen secara langsung.
ABSTRACT The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.
ABSTRACT The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.