SAFIRA NURFAJRIANI, DEWI (2024) PENGARUH ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN SAMBAL BAKAR KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this research is to know electronic word of mouth effects on purchase decision in restaurant sambal bakar Serang. e-WOM has become a phenomenon nowdays with the increasing use of the social networking site Instagram. The elements of e-WOM have a roles in the customer’s purchase decision in restaurant sambal bakar Serang. The sample used in this research is 50 people using purposive sampling technique. Data collection techniques through observation, interviews, questionnaires and literature study. Data processing method used multiple regression analysis test and hypothesis test using F test (partial), T test (simultaneous) and coefficient of determination. The result of the research showed that partially the dimension of electronic word of mouth, intensity has a negative and insignificant on purchasing decisions. Meanwhile, opinion valance and content have a positive and significant effects on purchase decisions. While simultaneously e- WOM’s dimension’s (intensity, valance of opinion, and content) have a positive and significant effects on customer’s purchase decision in Restaurant sambal bakar Serang.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian di Rumah Makan Sambal Bakar Kota Serang. e-WOM telah menjadi sebuah fenomena saat ini dengan semakin meningkatnya penggunaan situs jejaring sosial Instagram. Dimensi e-WOM berperan dalam keputusan pembelian pelanggan di rumah makan sambal bakar Kota Serang. Sampel yang digunakan dalam penelitian ini berjumlah 50 orang dengan menggunakan teknik purposive sampling. Teknik pengumpulan data melalui observasi, angket dan studi pustaka. Metode pengolahan data menggunakan uji analisis regresi berganda dan uji hipotesis menggunakan uji F (parsial), uji T (simultan) dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial dimensi Electronic Word of Mouth, Intensitas berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian. Sedangkan dimensi valensi berpendapat dan konten berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan secara simultan dimensi e-WOM (intensitas, valensi berpendapat dan konten) berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Restoran sambal bakar Kota Serang. | |||||||||
| Uncontrolled Keywords: | electronic word of mouth, instagram, purchase decision and consumers e-WOM, Instagram, Keputusan Pembelian, dan Konsumen | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Miss Dewi safira nurfajriani | |||||||||
| Date Deposited: | 27 Jul 2024 11:44 | |||||||||
| Last Modified: | 27 Jul 2024 11:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38410 |
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