GUSTI NINGSI, DELLI (2024) PENGARUH DIMENSI e-WOM PADA MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN BUBUR BAYI ORGANIK NAYZ (Studi Kasus Wilayah DKI Jakarta). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The objective of this research is to examine and evaluate the impact of electronic word-of-mouth (e-WOM) dimensions, specifically intensity, content, positive valence, and negative valence, on purchasing decisions. The population of this research comprises consumers who have purchased Nayz Organic Baby Porridge, which is the object of research in the greater Jakarta area. The sample size for this study was 97 individuals. The sampling method employed was purposive sampling. The data employed in this study are both primary and secondary. The data collection technique utilises a questionnaire. The data analysis technique employed in this research is multiple linear regression. The findings of the research indicate that the intensity of the consumer's experience has a positive and significant effect on their purchasing decisions. The content of the message has a positive and significant effect on purchasing decisions. The effect of positive valence on purchasing decisions was found to be positive but not significant. This implies that the greater the number of positive consumer comments about Nayz Organic Baby Porridge products, the more likely it is that consumers will make purchasing decisions about baby porridge, even among individuals who have never purchasedbaby porridge. Negative valence was found to have a negative and insignificant effect on purchasing decisions. Consequently, the greater the number of negative comments or complaints made by consumers about Nayz Organic Baby Porridge products, the more likely it is that consumer purchasing decisions for baby porridge will be negatively affected.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menguji dan mengevaluasi dampak dimensi electronic word-of-mouth (e-WOM), khususnya intensitas, konten, valensi positif, dan valensi negatif, terhadap keputusan pembelian. Populasi penelitian ini adalah konsumen yang pernah melakukan pembelian Bubur Bayi Nayz Organik yang menjadi objek penelitian di wilayah Jabodetabek. Besar sampel untuk penelitian ini adalah 97 orang. Metode pengambilan sampel yang digunakan adalah purposive sampling. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Teknik pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linier berganda. Temuan penelitian menunjukkan bahwa intensitas pengalaman konsumen berpengaruh positif dan signifikan terhadap keputusan pembeliannya. Isi pesan berpengaruh positif dan signifikan terhadap keputusan pembelian. Pengaruh valensi positif terhadap keputusan pembelian ditemukan positif namun tidak signifikan. Hal ini berarti semakin besar jumlah komentar positif konsumen terhadap produk Bubur Bayi Nayz Organik maka semakin besar pula kemungkinan konsumen melakukan keputusan pembelian terhadap bubur bayi, bahkan pada individu yang belum pernah membeli bubur bayi. Valensi negatif ditemukan berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Oleh karena itu, semakin besar jumlah komentar atau keluhan negatif yang disampaikan konsumen terhadap produk Bubur Bayi Nayz Organik, maka semakin besar pula kemungkinan keputusan pembelian konsumen terhadap bubur bayi akan terpengaruh secara negatif. | |||||||||
| Uncontrolled Keywords: | e-WOM, baby porridge, purchase decision, social media | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Ms Delli Gusti Ningsi | |||||||||
| Date Deposited: | 04 Jun 2024 12:03 | |||||||||
| Last Modified: | 04 Jun 2024 12:03 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35820 |
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