Saragih, Irfandi Elyanda and Dr. Asihing Kustanti, S.Hut.,M.Si and Vi'in Ayu Pertiwi, SP., MP (2023) Pengaruh Electronic Word of Mouth (Ewom) Media Sosial Instagram Terhadap Minat Beli Kopi Manual Brewing di Coffeeshop Jl. Ikan Tombro, Gembrung, Mojolangu, Kec. Lowokwaru, Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Minum kopi telah menjadi gaya hidup bagi orang-orang dari segala usia. Hal ini dibuktikan dengan pertumbuhan kedai kopi yang terus berkembang dari tahun ke tahun. Konsumsi kopi saat ini tidak hanya sekedar minum kopi, konsumen juga ingin merasakan kenyamanan minum kopi. Pengalaman menikmati kopi yang disajikan di kedai kopi atau coffeeshop sama sekali berbeda dengan menyeduh kopi di rumah. Dengan demikian, orang lebih suka pergi ke kafe dan kedai kopi daripada menyeduh kopi mereka. Semakin banyak penikmat kopi maka semakin banyak pula jenis kopi yang disediakan, khususnya Manual Brewing. Manual brewing adalah salah satu cara penyajian kopi yang diseduh secara manual, tanpa menggunakan mesin espresso dan sebagainya namun membutuhkan kertas saring khusus. Tahun ini, kopi manual brew menjadi pilihan utama para penikmat kopi. Dibalik banyaknya penikmat kopi dan banyaknya kedai kopi yang ada saat ini, terdapat persaingan yang sangat kuat antar kedai kopi untuk mendapatkan konsumen dengan perkembangan teknologi dan media sosial yang sedang ramai saat ini. Tujuan dari penelitian ini adalah untuk menganalisis bagaimana pengaruh Electronic Word of Mouth (eWOM) terhadap minat beli kopi manual brewing di Coffeeshop Jl. Ikan Tombro, Gembrung, Mojolangu, Kec. Lowokwaru, Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Peneliti menentukan responden dengan rules of thumb dan dengan kriteria yang mendukung penelitian. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden, mengamati, dan mendokumentasikan. Teknik analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi berganda dan dibantu dengan aplikasi SPSS. Hasil penelitian ini menunjukkan bahwa Electronic Word Of Mouth (Ewom) di media sosial Instagram memberikan dampak positif bagi konsumen yang berdasarkan hasil dari variabel talkers, topic, tools, taking part, dan tracking hal ini terlihat dari responden yang membeli kopi manual brew tertarik untuk membeli. Electronic Word Of Mouth (Ewom) memberikan dampak penting terhadap pembelian kopi manual brewing terlihat dari tingginya variabel talkers yang dimana seseorang yang berpengaruh dimedia sosial memiliki peranan yang tinggi terhadap pembelian suatu produk. Hal ini menunjukkan bahwa keberadaan Electronic Word Of Mouth (Ewom) berpengaruh positif terhadap pembelian kopi di Coffeeshop Jl. Ikan Tombro, Gembrung, Mojolangu, Kec. Lowokwaru, Kota Malang. Berdasarkan hal diatas peneliti mengharapkan pihak coffeeshop mampu menggunakan electronic word of mouth untuk meningkatkan pembelian produk mereka.
English Abstract
Drinking coffee has become a lifestyle for people of all ages. This is evidenced by the growth of coffee shops which continue to grow from year to year. Consumption of coffee today is not just drinking coffee, consumers also want to feel the comfort of drinking coffee. The experience of enjoying coffee served at a coffee shop or coffee shop is entirely different from brewing coffee at home. Thus, people prefer going to cafes and coffee shops instead of brewing their coffee. The more coffee connoisseurs, the more types of coffee are provided, especially Manual Brewing. Manual brewing is a way of serving coffee that is brewed manually, without using an espresso machine and so on, but requires special filter paper. This year, manual brewing coffee is the main choice for coffee connoisseurs. Behind the many coffee connoisseurs and the many coffee shops that exist today, there is extreme competition between coffee shops to get consumers with technological developments and social media that are currently busy. The purpose of this study was to analyze the influence of Electronic Word of Mouth (eWOM) on the intention to buy manual brewed coffee at Coffeeshop Jl. Tombro Fish, Gembrung, Mojolangu, District. Lowokwaru, Malang City. This research uses a quantitative approach with the type of explanatory research. Researchers determine respondents with the rules of thumb and with criteria that support research. Data was collected by distributing questionnaires to respondents, observing, and documenting. The data analysis technique used in this study used multiple regression analysis and was assisted by the SPSS application. The results of this study indicate that Electronic Word Of Mouth (Ewom) on social media Instagram has a positive impact on consumers based on the results of the talkers, topic, tools, taking part, and tracking variables, this can be seen from the respondents who bought manual brewing coffee interested in buying. Electronic Word Of Mouth (Ewom) has an important impact on manual brewing coffee purchases as seen from the high talkers variable where someone influential on social media has a high role in purchasing a product. This shows that the existence of Electronic Word Of Mouth (Ewom) has a positive effect on buying coffee at Coffeeshop Jl. Tombro Fish, Gembrung, Mojolangu, District. Lowokwaru, Malang City. Based on the above, the researcher hopes that coffee shops will be able to use electronic word of mouth to increase their product purchases.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username ihwan |
| Date Deposited: | 15 Jan 2024 04:02 |
| Last Modified: | 15 Jan 2024 04:02 |
| URI: | http://repository.ub.ac.id/id/eprint/209989 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Irfandi Elyanda Saragih.pdf Restricted to Registered users only until 31 December 2025. Download (3MB) |
Actions (login required)
 |
View Item |