Kurniasari, Wike Agustin (2018) Analisis Pengaruh Electronic Word Of Mouth (Ewom) Di Media Sosial Instagram Terhadap Minat Berkunjung Wisata Ke Malang Raya (Studi Pada Akun Instagram Amazing Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini membahas Pengaruh Electronic Word of Mouth (eWOM) di media sosial Instagram terhadap minat berkunjung. eWOM adalah bentuk komunikasi pemasaran dengan pernyataan positif atau negatif yang dilakukan oleh pelanggan atau mantan pelanggan tentang suatu produk atau perusahaan untuk membagikan pengalamannya melalui internet. Terdapat lima variabel pembentuk eWOM yang digunakan pada penelitian ini yaitu Concern for others, Expressing positive feelingss, Economic insentive, Helping the company, Platform assistance kemudian diteliti melalui akun Instagram Amazing Malang yang merupakan strategi media promosi online wisata di Malang Raya yang bertujuan untuk memberikan informasi wisata yang efektif dan efisien untuk meningkatkan minat berkunjung wisata. Pengumpulan data dilakukan menggunakan teknik simple random sampling dengan menyebarkan kuesioner secara online pada followers Instagram Amazing Malang yang pernah menerima informasi akun tersebut sehingga didapati 125 responden. Penelitian ini tergolong penelitian statistik eksplanatif bertujuan untuk mengetahui pengaruh eWOM secara parsial dan simultan menggunakan analisis regresi linier berganda. Berdasarkan hasil analisis secara simultan, eWOM memiliki pengaruh yang positif terhadap minat berkunjung wisata ke Malang Raya melalui media sosial Instagram Amazing Malang. Sedangkan berdasarkan hasil analisis secara parsial, variabel Expressing positive feelingss dan helping the company memiliki pengaruh yang signifikan terhadap minat berkunjung.
English Abstract
This study discusses the effect of Electronic Word of Mouth (eWOM) on Instagram social media on interest in visiting. eWOM is a form of marketing communication with positive or negative statements made by customers or former customers about a product or company to share their experiences through the internet. There are five eWOM forming variables used in this study, eWOM which will be examined through an Amazing Instagram account in Malang. Amazing Malang Instagram account is an online tourism promotion media strategy in Malang Raya which aims to provide effective and efficient tourist information to increase tourism interest. Data collection was carried out using simple random sampling technique by distributing online questionnaires on Instagram Amazing Malang followers who had been exposed to the account information so that 125 respondents were found. This research is classified as descriptive statistical research which aims to determine the effect of eWOM partially and simultaneously using multiple linear regression analysis. Based on the results of simultaneous analysis, eWOM has a positive influence on the interest of visiting tourism to Malang through Amazing Instagram social media Malang. While based on the results of partial analysis, Expressing positive feelingss and helping the company variables have a significant effect on asking for a visit.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/1002/051900818 |
| Uncontrolled Keywords: | electronic word of mouth, minat berkunjung, media sosial / electronic word of mouth, interest in visiting, social media |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 May 2019 06:31 |
| Last Modified: | 24 Jun 2022 08:46 |
| URI: | http://repository.ub.ac.id/id/eprint/167177 |
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