Nurisa, Ferani and Fitria Avicenna, S.Ikom., M.Sc. (2024) Pengaruh Sosial Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Berkunjung. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis (1) Pengaruh Sosial Media Marketing (X1) terhadap Keputusan Berkunjung (Y), (2) Pengaruh Electronic Word of Mouth (X2) terhadap Keputusan Berkunjung (Y), serta mengetahui dan menganalisis pengaruh Variabel Sosial Media Marketing (X1) dan Electronic Word of Mouth secara simultan terhadap Keputusan Berkunjung (Y). Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Pengumpulan data pada penelitian ini dilakukan dengan menyebarkan kuesioner secara online yakni melalui google form pada responden berdasarkan kriteria yang telah ditentukan. Populasi penelitian ini yakni berupa pengikut akun instagram @wisata_tawangmangu. Kriteria sampel yang digunakan dalam penelitian ini pengikut akun @wisata_tawangmangu berusia 13-65 tahun dengan menggunakan teknik sampling purposive. Hasil penelitian menunjukan bahwa (1) Variabel Sosial Media Marketing memiliki pengaruh yang signifikan terhadap Variabel Keputusan Berkunjung. Pernyataan tersebut dibuktikan dengan Keputusan Berkunjung akan semakin meningkat sebesar 0,509 satuan setiap Sosial Media Marketing mengalami peningkatan (2) Variabel Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap Variabel Keputusan Berkunjung. Pernyataan tersebut dibuktikan dengan Keputusan Berkunjung akan semakin meningkat sebesar 0,412 satuan setiap Electronic Word of Mouth mengalami peningkatan (3) Variabel Sosial Media Marketing dan Electronic Word of Mouth secara simultan berpengaruh terhadap Variabel Keputusan Berkunjung. Pernyataa n ini dibuktikan dengan nilai Sig F (0,01) < α = 0,05 maka model analisis regresi yakni signifikan dan variabel dependen dipengaruhi secara signifikan oleh variabel independen (Sosial Media Marketing (X1), Electronic Word of Mouth (X2)).
English Abstract
This study aims to determine and analyze (1) the effect of Social Media Marketing (X1) on Visiting Decisions (Y), (2) the effect of Electronic Word of Mouth (X2) on Visiting Decisions (Y), and to determine and analyze the effect of Social Media Marketing Variables (X1) and Electronic Word of Mouth simultaneously on Visiting Decisions (Y). This study uses explanatory research with a quantitative approach. Data collection was carried out by distributing online questionnaires via google form to respondents based on predetermined criteria. The population of this study is the followers of the @wisata_tawangmangu Instagram account. The sample criteria in this study are followers of @wisata_tawangmangu accounts aged 13-65 years using purposive sampling techniques. The results showed that (1) Social Media Marketing variables have a significant influence on the Visiting Decision Variable. This statement is evidenced by the Visiting Decision will increase by 0.509 units every time Social Media Marketing increases (2) Electronic Word of Mouth Variables have a significant influence on Visiting Decision Variables. This statement is evidenced by the Visiting Decision will increase by 0.412 units every time Electronic Word of Mouth increases (3) Social Media Marketing and Electronic Word of Mouth variables simultaneously affect the Visiting Decision Variable. This statement is evidenced by the Sig F value (0.01) < α = 0.05, so the regression analysis model is significant and the dependent variable is significantly influenced by the independent variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524110037 |
| Uncontrolled Keywords: | Social Media Marketing, Electronic Word of Mouth, Visiting Decision-Sosial Media Marketing, Electronic Word of Mouth, Keputusan Berkunjung |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 03 May 2024 08:19 |
| Last Modified: | 03 May 2024 08:19 |
| URI: | http://repository.ub.ac.id/id/eprint/218515 |
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Text (DALAM MASA EMBARGO)
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