Pengaruh Electronic Word-Of-Mouth Di Media Sosial Twitter Terhadap Minat Beli Konsumen Pada Café Bunchbead (Studi Pada Pengakses Account Twitter @Bunchbead Di Kota Malang)

DwiAjiWibowo, Rizqi (2016) Pengaruh Electronic Word-Of-Mouth Di Media Sosial Twitter Terhadap Minat Beli Konsumen Pada Café Bunchbead (Studi Pada Pengakses Account Twitter @Bunchbead Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Seiring dengan perkembangan teknologi khususnya internet, semakin banyak media social yang bermunculan sehingga mendorong timbulnya electronic word-of-mouth. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh variabel-variabel electronic word-of-mouth, diantaranya yaitu Concern for Others, Helping The Company, dan Expressing Positive Feelings, di media sosial Twitter terhadap minat beli konsumen pada café Bunchbead, dimana studi kasus penelitian ini adalah pada pengakses account twitter @Bunchbead di kota Malang. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian explanatory dengan pendekatan kuantitatif. Penelitian ini menggunakan non probability sampling dengan metode purposive sampling. Sampel yang digunakan dalam penelitian ini berjumlah 110 responden dimana seluruhnya pernah mengakses akun Twitter @Bunchbead serta belum pernah mencoba atau membeli produk Bunchbead. Instrumen penelitian menggunakan kuesioner dan interpretasi data menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa variabel-variabel Concern for Others, Helping The Company, dan Expressing Positive Feelings di media social Twitter berpengaruh kuat terhadap minat beli konsumen pada café Bunchbead.

English Abstract

Along with the development of technology, particularly the Internet, social media had encouraged the emergence of electronic word-of-mouth. This study aims at analyzing the influence of electronic word-of-mouth variables, such as concern for others, helping the company, and expressing positive feelings, which are transferred through Twitter, on the customer’s purchasing intention of making transaction at Bunchbead café. The case study of this research is on consumers who have accessed Bunchbead’s twitter account (@bunchbead) in Malang. This explanatory research uses a quantitative approach, using a non-probability sampling i.e. purposive sampling method. The samples are 110 respondents who have accessed Bunchbead’s Twitter account and have not tried or bought Bunchbead’s products. The research instruments are questionnaires, and the data interpretation uses multiple regression analysis. The results showed that variables of concern for others, helping the company, and expressing positive feelings, which are transferred through Twitter, have a strong influence on customer’s purchasing intention of making transaction at Bunchbead’s café.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2016/819/051700485
Subjects: 600 Technology (Applied sciences) > 658 General management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Sugiantoro
Date Deposited: 01 Feb 2017 09:14
Last Modified: 28 Oct 2021 02:59
URI: http://repository.ub.ac.id/id/eprint/109294
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