Pengaruh Electronic Word Of Mouth Terhadap Minat Pembelian Pada Produk Fashion Di Jd.id

Atsauriyah, Iffa Salsabila (2018) Pengaruh Electronic Word Of Mouth Terhadap Minat Pembelian Pada Produk Fashion Di Jd.id. Sarjana thesis, Universitas Brawijaya.

Abstract

Elaboration Likelihood Model merupakan salah satu teori yang sering digunakan dalam penelitian mengenai electronic word of mouth dalam bentuk online reviews untuk mengetahui kekuatan persuasif dari electronic word of mouth diantara konsumen yang berbeda (Chan & Ngai, 2011). Online reviews digunakan dalam penelitian ini untuk melihat pada komentar atau reviews positif, netral dan negatif pada produk fashion di website atau aplikasi JD.id di Indonesia. Penelitian ini berfokus pada Electronic Word of Mouth dalam online reviews yang terdapat pada website atau aplikasi JD.id. dengan menggunakan dua rute yaitu rute sentral dan rute periferal dari teori Elaboration Likelihood Model. Variabel yang digunakan dalam penelitian ini yaitu information accuracy (X1), value added information (X2), information relevance (X3), information quantity (X4), product ranking (X5) terhadap minat pembelian produk fashion pada JD.id. Hasil analisis penelitian ini menunjukkan bahwa adanya pengaruh Electronic Word of Mouth baik melalui rute sentral yang meliputi variabel information accuracy (X1), information relevance (X3), dan rute periferal yang terdiri dari variabel information quantity (X4), dan product ranking (X5) terdapat pengaruh terhadap minat pembelian produk fashion pada JD.id di Indonesia. Sedangkan variabel value added information (X2) tidak berpengaruh terhadap minat pembelian produk fashion pada JD.id di Indonesia.

English Abstract

Elaboration of the Likelihood Model is one theory that is often used in research on electronic word of mouth in the form of online reviews to find out the persuasive power of electronic word of mouth among different consumers (Chan & Ngai, 2011). Online reviews are used in this study to see positive, neutral and negative comments or reviews on products on the JD.id website or application in Indonesia. This research focuses on Electronic Word of Mouth in online reviews found on the JD.id website or application. by using two routes, namely the central route and peripheral routes from the Elaboration Likelihood Model theory. The variables used in this study are information accuracy (X1), value added information (X2), information relevance (X3), information quantity (X4), product ranking (X5) to interest in product purchases fashion on JD.id. The results of the analysis of this study indicate that the effect of Electronic Word of Mouth through a central route which includes the variable information accuracy (X1), information relevance (X3), and peripheral routes consisting of information quantity variables (X4), and product ranking (X5) there is an influence on the interest in purchasing fashion products at JD.id in Indonesia. While the variable value added information (X2) does not affect the interest in purchasing fashion products at JD.id in Indonesia.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2018/1112/051901558
Uncontrolled Keywords: Elaboration Likelihood Model, Electronic Word of Mouth, Minat Pembelian, JD.id. Elaboration Likelihood Model, Electronic Word of Mouth, Interest in Purchasing, JD.id.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User: Budi Wahyono Wahyono
Date Deposited: 10 May 2019 06:21
Last Modified: 25 Oct 2021 04:00
URI: http://repository.ub.ac.id/id/eprint/164912
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