Pengaruh Electronic Word Of Mouth (Ewom) Di Media Sosial Instagram Bujang Flowershop Terhadap Minat Beli Konsumen

Wahyuningtyas, Riska (2018) Pengaruh Electronic Word Of Mouth (Ewom) Di Media Sosial Instagram Bujang Flowershop Terhadap Minat Beli Konsumen. Sarjana thesis, Universitas Brawijaya.

Abstract

Perkembangan internet di Indonesia yang sangat pesat berdampak pada penggunaan smartphone dan belanja online menjadi bagian dari keseharian masyarakat Indonesia, contohnya adalah penggunaan media sosial instagram. Penerapan electronic word of mouth di media sosial jauh lebih efektif karena dapat dengan mudah dan cepat tersebarkan ke khalayak umum sehingga dapat menimbulkan interaksi sosial, yang mendorong terjadinya electronic word of mouth baik positif maupun negatif yang terbentuk dari adanya opini dari pengalaman konsumen, calon konsumen maupun mantan konsumen pada produk di Bujang Flowershop. Bisnis Bujang Flowershop bergerak di usaha buket bunga secara online di instagram yang menerapkan electronic word of mouth sehingga dapat menguntungkan pelaku bisnis dengan rendahnya biaya promosi yang dikeluarkan. Tujuan dari penelitian ini adalah (1) Mendeskripsikan electronic word of mouth di media sosial instagram Bujang Flowershop. (2) Mendeskripsikan minat beli electronic word of mouth di media sosial instagram Bujang Flowershop dan (3) Menganalisis pengaruh electronic word of mouth pada media sosial instagram terhadap minat beli di Bujang Flowershop. Penelitian ini menggunakan pendekatan kuantitatif dan jenis penelitian menggunakan explanatory research. Metode penentuan lokasi dilakukan dengan pertimbangan tertentu (purposive). Peneliti menggunakan teknik non probability sampling untuk pengambilan sampel dengan menggunakan metode purposive sampling. Sampel penelitian ini adalah followers di instagram Bujang Flowershop dengan kriteria pernah melihat, like, comment, DM, serta pernah memesan dan membeli buket bunga. Sampel penelitian sebanyak 89 responden dari 767 followers yang dihitung dengan menggunakan rumus slovin dengan batas ketelitian sebesar 10%. Teknik analisis data dalam penelitian ini adalah PLS (Partial Least Square) digunakan untuk menganalisis persamaan struktual berbasis varian yang secara simultan dapat melakukan pengujian model pengukuran sekaligus pengujian model struktural. Hasil penelitian electronic word of mouth (EWOM) yang terdiri dari concern for others (X1) helping the company (X2) dan expressing positive feelings (X3) serta minat beli (Y). Semua dimensi tersebut di media sosial instagram memiliki pengaruh yang positif terhadap minat beli konsumen pada Bujang Flowershop dengan besaran nilai semuanya berpengaruh positif yaitu path coefficient X1 0,149, X2 0,235 dan X3 0,487. Pengaruh variabel laten eksogen terhadap variabel laten endogen memiliki nilai R-Squared sebesar 0,663 dengan kategori kuat. Hal tersebut yang menunjukkan bahwa variabel cocern for others, helping the company dan expessing positive fellings dapat menjelaskan variabel minat beli yang mempunyai pengaruh sebesar 66,3% terhadap minat beli, sedangkan 33,7% lainnya dipengaruhi oleh variabel atau faktor lain diluar model. Beberapa saran dan rekomendasi yang dapat diberikan dari hasil penelitian ini adalah: 1) Bujang Flowershop harus lebih aktif lagi dalam menjalin hubungan dengan para konsumennya di media sosial. 2) Perlu menambah jenis bunga, macam-macam bentuk buket bunga. 3) Memberikan diskonan serta mebuat promosi pembelian mungkin dengan menggunakan paket bunga dengan coklat dengan harga yang terjangkau agar dapat terus menjadi pemicu terjadinya electronic word of mouth (EWOM) dikalangan konsumennya di instagram.

English Abstract

The development of the internet in Indonesia rapidly impact on the use of smart phone and shopping online to become part of the daily life of the Indonesian people, for example is the use of social media instagram. The implementation of electronic word of mouth on social media is much more effective because they can easily and quickly tersebarkan to the general public so that can cause social interaction, who encourage electronic word of mouth both positive and negative that is formed from the opinions of consumer experience, potential customers and former customers on the product in the Bujang Flowershop. The Servant Flowershop business moves in the bucket business interest online at instagram implementing the electronic word of mouth which can be profitable business with low cost promotion issued. The purpose of this research is (1) describ the electronic word of mouth on social media instagram Bujang Flowershop. (2) describ buying interest electronic word of mouth on social media instagram Bujang Flowershop and (3) analyzing the influence of electronic word of mouth on social media instagram purchase intention at the Bujang Flowershop. This research uses a quantitative approach and the type of research uses explanatory research. The method of the determination of the location of the done with specific considerations (purposive). The sample of this research is the followers on instagram Servant Flowershop criteria ever saw, like, comment, DM, and never ordered and bought a bouquet of flowers. Sample research as much as 89 respondents from 767 followers are calculated by using the formula ketelitan with Slovin of 10%. Technique of data analysis in this study is the PLS (Partial Least Square) are used to analyze the equation based struktual Variant that simultaneously can do testing measurement model of structural model testing at once. The results of research of electronic word of mouth (EWOM) consisting of concern for others (X1) helping the company (X2) and expressing positive feelings (X3) and buying interest (Y). All electronic word of mouth are in social media instagram has a positive influence on consumer buying interest on the Bujang Flowershop with massive value of all positive effect is greatly enhanced path X1 0,149, X2 and X3 0,487 0,235. The influence of exogenous latent variables against the endogenous latent variable has a value R-Squared of 0,663 with strong category. This indicates that the variables cocern for others, helping the company and expessing positive fellings can explain the variables buying interest that had the effect of 66,3% against buying interest, while 33.7% more influenced by the variables or other factors outside the model. Some suggestions and recommendations that can be given from the results of this study are: (1) Bujang Flowershop must be more active again in close relations with the customers in social media. (2) Need to add the type of flowers, various kinds of flower. (3) Give a bucket discount and making the promotion of purchase may be using interest rate package with chocolate with an affordable price in order to continue to trigger electronic word (EWOM) among consumers on instagram.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2018/394/051807638
Uncontrolled Keywords: Publikasi, Pembelian, Pengambilan Keputusan Pembelian, Minat Pembelian
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Agribisnis
Depositing User: Nur Cholis
Date Deposited: 29 Nov 2018 06:59
Last Modified: 19 Oct 2021 16:29
URI: http://repository.ub.ac.id/id/eprint/161488
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