Prasetyo, Cahyo Bangun (2018) Pengaruh Vlog sebagai Electronic Word of Mouth terhadap Minat Beli dan Dampaknya Keputusan Pembelian (Survei Kepada Konsumen yang Menonton Video YouTube Channel “FARIS KOTA MALANG” pada Kuliner Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) Mengetahui dan menjelaskan pengaruh Electronic Word of Mouth terhadap Minat Beli. (2) Mengetahui dan menjelaskan pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian. (3) Mengetahui dan menjelaskan pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Electronic Word of Mouth, Minat Beli, dan Keputusan Pembelian. Kriteria populasi dalam penelitian ini adalah (1) Viewers yang telah menonton video kuliner Faris Kota Malang dan mengujungi objek dalam video kuliner Faris Kota Malang serta membeli produk tersebut. (2) Berusia minimal 17 tahun dimana pada umur tersebut berumur 17 tahun keatas dipilih karena dianggap memahami pertanyaan yang diajukan. Sampel yang digunakan penelitian ini sebanyak 116 responden yang diambil menggunakan kuesioner secara tidak langsung (online). Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 22 for Windows. Hasil analisis jalur (path analysis) menunjukan bahwa Electronic Word of Mouth berpengaruh signifikan terhadap Minat Beli, Electronic Word of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, dan Minat Beli berpengaruh signifikan terhadap Keputusan Pembelian. berdasarkan hasil penelitian ini, disarankann bagi perusahaan kepada perusahaan untuk lebih melakukan kerjasama kepada youtuber untuk membuat video secara berkala dalam mempromosikan produk.
English Abstract
This research aimed to (1) Identify and explain the influence of Electronic Word of Mouth on Purchase Intention. (2) To know and explain the influence of Electronic Word of Mouth on Purchase Decision. (3) To know and explain the effect of Purchase Intention on Purchase Decision. To obtain deeper understanding about the influence of Electronic Word of Mouth on Purchase Decision, this research used explanatory and quantitative method. This research also used survey method, and the data weretaken through online questionnaire filled by the respondents. The sample of this research is 116 respondents from the population, which is the viewers who have watched the culinary video of Faris Kota Malang, visited the object in the video, and purchased the product in the video of Faris Kota Malang. Data analysis used in this research is descriptive statistical analysis and path analysis. The data then processed statistically using SPSS 22. The result of this research can be concluded in three points. First, the path analysis shows that Electronic Word of Mouth has significant effect to Purchase Intention. Second, the Electronic Word of Mouth has significant effect to Purchase Decision. And Third, the Purchase Intention has significant effect on Purchase Decision. Therefore, based on this result, it is advisable for companies to consider using Electronic Word of Mouth as one of advertisement strategy, such as collaborating with youtuber to promote the product through Vlog on their channel.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/753/051809216 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Minat Beli, Keputusan Pembelian Electronic Word of Mouth, Purchase Intention, Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 Nov 2019 03:44 |
| Last Modified: | 16 Oct 2021 06:50 |
| URI: | http://repository.ub.ac.id/id/eprint/166414 |
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