Fridayani, Rose Diana (2023) Pengaruh Electronic Word of Mouth pada Media Sosial TikTok dan Brand Awareness Terhadap Keputusan Berkunjung (Survei pada Pengunjung Semarang Contemporary Art Gallery). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) mengetahui dan menjelaskan pengaruh Electronic Word of Mouth pada media sosial TikTok terhadap Keputusan Berkunjung ke Semarang Contemporary Art Gallery; 2) mengetahui dan menjelaskan pengaruh Brand Awareness terhadap Keputusan Berkunjung ke Semarang Contemporary Art Gallery; 3) mengetahui dan menjelaskan hubungan Electronic Word of Mouth pada media sosial TikTok dan Brand Awareness Semarang Contemporary Art Gallery secara bersamaan terhadap Keputusan Berkunjung. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang diteliti meliputi Electronic Word of Mouth, Brand Awareness, dan Keputusan Berkunjung. Populasi dalam penelitian ini meliputi pengunjung Semarang Contemporary Art Gallery yang telah melakukan kunjungan setidaknya satu kali, mengunjungi Semarang Contemporary Art Gallery setelah memperoleh informasi dari media sosial TikTok, dan berusia 18 tahun ke atas. Sampel yang diambil sebanyak 116 responden dengan menggunakan convinience sampling. Metode pengumpulan data melalui kuesioner. Analisis data yang digunakan pada penelitian ini adalah analisis deskriptif dan analisis regresi linier berganda. Data pada penelitian ini diolah menggunakan SPSS 26 for Windows. Hasil analisis regresi linier berganda menunjukkan bahwa Electronic Word of Mouth (X1) memiliki pengaruh signifikan terhadap Keputusan Berkunjung (Y), Brand Awareness (X2) memiliki pengaruh signifikan terhadap Keputusan Berkunjung (Y), serta Electronic Word of Mouth (X1) dan Brand Awareness (X2) memiliki pengaruh signifikan secara bersama-sama terhadap Keputusan Berkunjung (Y).
English Abstract
This research aims to explain: 1) identify and explain the effect of Electronic Word of Mouth on Social Media TikTok towards Visiting Decisions in Semarang Contemporary Art Gallery; 2) identify and explain the effect of Brand Awareness towards Visiting Decisions in Semarang Contemporary Art Gallery; 3) identify and explain the effect of Electronic Word of Mouth on Social Media TikTok and Brand Awareness together towards Visiting Decisions in Semarang Contemporary Art Gallery. The type of this research was explanatory with quantitative approach. Variables examined included Electronic Word of Mouth, Brand Awareness, and Visiting Decisions. The population in this study were visitors to the Semarang Contemporary Art Gallery who had made at least one visit, visited the Semarang Contemporary Art Gallery after receiving information from social media TikTok, and were at least 18 years old. The sample used was 116 respondents by using convinience sampling. Data collection method through a questionnaire. Data analysis used in this research is descriptive statistical analysis and multiple linear regression analysis. The data in this study were processed using SPSS 26 for Windows. The results of multiple linear regression analysis show that Electronic Word of Mouth (X1) has significant effect towards Visiting Decisions (Y), Brand Awareness (X2) has significant effect towards Visiting Decisions (Y), as well as Electronic Word of Mouth (X1) and Brand Awareness (X2) has a jointly significant effect towards Visiting Decisions (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030039 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Awareness, Keputusan Berkunjung |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | agung |
| Date Deposited: | 16 Jan 2024 07:30 |
| Last Modified: | 16 Jan 2024 07:30 |
| URI: | http://repository.ub.ac.id/id/eprint/211032 |
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Text (DALAM MASA EMBARGO)
Rose Diana Fridayani.pdf Restricted to Repository staff only until 31 December 2025. Download (2MB) |
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