ANJANI, SELA (2024) PENGARUH ELECTRONIC WORD OF MOUTH #HALODOC TERHADAP KEPUTUSAN MEMILIH LAYANAN TELEMEDICINE HALODOC. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Increasing public awareness of the importance of health has made people start looking for health content information, one of which is services telemedicine. Information regarding services telemedicine can be obtained from the experiences of other users through Electronic Word of Mouth #halodoc on TikTok social media. This research aims to determine the effect Electronic Word of Mouth on the Decision to Choose Halodoc Telemedicine Services. The research method used in this research is quantitative. The population used in this research is generation Z users of Halodoc and TikTok social media. This research uses theory Computer Mediated Communication which explains that the communication process between individuals is mediated by computers or other digital communication tools, as a result of this exposure it leads to purchasing decisions. The sampling technique uses the method nonprobability sampling with technique purposive sampling and get a sample of 100 respondents using the formula Cochrane. Hypothesis testing was carried out using simple linear regression analysis using SPSS 25 software. Based on the research results, it was obtained that the dimensions intensity has an unfavorable influence on the decision to choose a service telemedicine Halodoc with percentage index amounting to 51.2%. Dimensions Valence of Opinion has a good influence on the decision variable to choose a service telemedicine Halodoc with percentage index amounting to 77.8%. Dimensions Content has a very good influence on the decision variable to choose a service telemedicine Halodoc with percentage index amounting to 91.8%. The R Square value of 0.332 indicates that the variable Electronic Word of Mouth #halodoc has an effect of 33.2% on the decision variable to choose a service telemedicine Halodoc and 66.8% were influenced by other variables not examined in this study. Then from the results of the t test, the t value is obtainedcount (6,972) > ttable (1,660) for rejected and accepted which means there is influence Electronic Word of Mouth #halodoc on the decision to choose a service telemedicine Halodoc.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Meningkatnya kesadaran masyarakat akan pentingnya kesehatan membuat masyarakat mulai mencari informasi konten kesehatan salah satunya layanan telemedicine. Informasi mengenai layanan telemedicine dapat diperoleh dari pengalaman pengguna lain melalui Electronic Word of Mouth #halodoc di media sosial TikTok. Penelitian ini memiliki tujuan untuk mengetahui pengaruh Electronic Word of Mouth terhadap Keputusan Memilih Layanan Telemedicine Halodoc. Metode penelitian yang digunakan pada penelitian ini yaitu kuantitatif. Populasi yang digunakan dalam penelitian ini adalah generasi Z pengguna Halodoc dan media sosial TikTok. Penelitian ini menggunakan teori Computer Mediated Communication yang menjelaskan bahwa proses komunikasi antar individu dimediasi oleh komputer atau alat komunikasi digital lainnya, akibat paparan tersebut menimbulkan keputusan membeli. Teknik pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling dan mendapatkan sampel sebanyak 100 responden dengan menggunakan rumus Cochrane. Pengujian hipotesis dilakukan dengan menggunakan analisis regresi linear sederhana dengan menggunakan bantuan softwer SPSS 25. Berdasarkan hasil penelitian, diperoleh hasil bahwa dimensi intensity memiliki pengaruh tidak baik terhadap keputusan memilih layanan telemedicine Halodoc dengan indeks persentase sebesar 51,2%. Dimensi Valence of Opinion memiliki pengaruh yang baik terhadap variabel keputusan memilih layanan telemedicine Halodoc dengan indeks persentase sebesar 77,8%. Dimensi Content memiliki pengaruh yang sangat baik terhadap variabel keputusan memilih layanan telemedicine Halodoc dengan indeks persentase sebesar 91,8%. Nilai R Square sebesar 0.332 menunjukkan bahwa variabel Electronic Word of Mouth #halodoc berpengaruh sebesar 33,2% terhadap variabel Keputusan memilih layanan telemedicine Halodoc dan 66,8% dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Kemudian dari hasil uji t, didapatkan nilai thitung (6,972) > ttabel (1,660) maka H_0 ditolak dan H_a diterima yang berarti terdapat pengaruh Electronic Word of Mouth #halodoc terhadap keputusan memilih layanan telemedicine Halodoc. | |||||||||
| Uncontrolled Keywords: | Electronic Worf of Mouth, Purchase Decisions, TikTok Social Media, Services Telemedicine Halodoc Electronic Worf of Mouth, Keputusan Pembelian, Media Sosial TikTok, Layanan Telemedicine Halodoc | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Sela Sela Anjani | |||||||||
| Date Deposited: | 15 Aug 2024 14:51 | |||||||||
| Last Modified: | 15 Aug 2024 14:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39055 |
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