Citra, Annisa Laras (2019) Pengaruh Source Credibility Terhadap Minat Pembelian Layanan Perbankan Digital “Jenius Connect” (Studi Pada Akun Twitter Travel Blogger @Efenerr). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini menjelaskan tentang bagaimana pengaruh source credibility yang diukur melalui tiga dimensi yaitu terdiri atas trustworthiness (X1), expertise (X2), dan attractiveness (X3) terhadap minat pembelian layanan perbankan digital Jenius Connect (Y). Pada penelitian ini, sumber pesan adalah seorang influencer yaitu travel blogger bernama Farchan Noor Rahman (@efenerr) yang pernah membuat sebuah utas mengenai layanan perbankan digital Jenius Connect di Twitter pada tanggal 1 November 2018. Penelitian ini merupakan penelitian kuantitatif eksplanatif dengan menggunakan analisis linear berganda. Metode survei menggunakan kuesioner digunakan dan disebarkan secara online dengan mengambil sampel sebanyak 99 responden followers akun Twitter @efenerr yang pernah membaca utas mengenai layanan Jenius Connect pada tanggal 1 November 2018. Penelitian ini menggunakan teori Elaboration Likelihood Model dimana pada kajian source credibility trustworthiness, expertise, dan attractiveness termasuk ke dalam rute periferal. Hasil dari penelitian ini menunjukkan bahwa secara parsial trustworthiness (X1), expertise (X2), dan attractiveness (X3) memiliki pengaruh yang signifikan terhadap minat pembelian (Y) dan yang berpengaruh paling dominan adalah trustworthiness dengan nilai signifikansi sebesar 0,002. Secara simultan, variabel source credibility yang diukur melalui trustworthiness (X1), expertise (X2), dan attractiveness (X3) memiliki pengaruh yang signifikan terhadap minat pembelian (Y).
English Abstract
This study explains the influence of source credibility which measured through three dimensions, which consist of trustworthiness (X1), expertise (X2), attractiveness (X3) on the intention to purchase Jenius Connect digital banking service. In this study, the message source namely Farchan Noor Rahman (@efenerr) had made a thread about Jenius Connect on Twitter on November 1st 2018. This research is an explanative quantitative research using multiple regression linear analysis. The survey method using a questionnaire was used and distributed online by taking a sample of 99 respondents of @efenerr Twitter account followers who had read the thread about Jenius Connect on November 1st 2018. This research used the Elaboration Likelihood Model (ELM) theory in which the source credibility of trustworthiness, expertise, and attractiveness includes in peripheral route. The result of this research shows that partially trustworthiness (X1), expertise (X2), attractiveness (X3) have a significant influence on purchase intention (Y) and the most dominant one is trustworthiness with the value significance 0,002. Simultaneously, the source credibility variabel which measured through trustworthiness (X1), expertise (X2), attractiveness (X3) has a significant influence on purchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/.2019/504/051905335 |
| Uncontrolled Keywords: | Source Credibility, Minat Pembelian, Elaboration Likelihood Model, Jenius Connect, Source Credibility, Purchase Intetion, Elaboration Likelihood Model, Jenius Connect |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) > 302.231 Digital media |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Aug 2020 02:58 |
| Last Modified: | 18 Aug 2020 02:58 |
| URI: | http://repository.ub.ac.id/id/eprint/171354 |
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