Sinambela, Sarah Ruli Pretty Ephia and Nia Ashton Destrity, S.I.Kom., M.A. (2024) Pengaruh Review Quality Dan Source Credibility Dari Online Consumer Review Di Akun Instagram @Officialmykonos Terhadap Minat Beli Produk Parfum Mykonos. Sarjana thesis, Universitas Brawijaya.
Abstract
Online consumer review di media sosial merujuk kepada evaluasi, opini, atau bahkan pengalaman-pengalaman tertentu tentang produk atau layanan yang dibagikan di platform media sosial tertentu. Mykonos adalah salah satu merek parfum lokal yang memanfaatkan media sosial Instagram sebagai wadah untuk menampilkan online review dari konsumen mereka. Online consumer review dianggap memiliki pengaruh yang cukup penting dan kuat dalam menentukan minat beli konsumen serta dapat membantu memberikan informasi tentang suatu produk. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh dari review quality dan source credibility pada online consumer review di akun instagram @officialmykonos terhadap minat beli produk parfum Mykonos. Penelitian ini menggunakan metode kuantitatif dengan menggunakan kuesioner sebagai instrumen penelitian kepada 100 responden yang mengikuti akun @officialmykonos di Instagram, pernah melihat maupun membaca review tentang Mykonos di instagram @officialmykonos, dan berusia minimal 17 tahun. Sampel diambil dengan metode non probability – purposive sampling, menggunakan skala Likert 1 – 5 poin. Hasil penelitian ini menunjukkan bahwa secara parsial, Review Quality (X1) dan Source Credibility (X2) masing-masing berpengaruh terhadap Minat Beli (Y). Secara simultan, Review Quality (X1) dan Source Credibility (X2) memengaruhi Minat Beli sebesar 60,2% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak ada dalam penelitian.
English Abstract
Online consumer reviews on social media refer to evaluations, opinions, or even certain experiences about products or services that are shared on certain social media platforms. Mykonos is one of the local perfume brands that uses social media Instagram as a platform to display online reviews from their consumers. Online consumer reviews are considered to have quite an important and strong influence in determining consumer buying intention and can help provide information about a product. The aim of this research is to determine and analyze the influence of review quality and source credibility on online consumer reviews on the @officialmykonos Instagram account on intention in purchasing Mykonos perfume products. This research uses a quantitative method using a questionnaire as a research instrument for 100 respondents who follow the @officialmykonos account on Instagram, have seen or read reviews about Mykonos on the @officialmykonos Instagram, and are at least 17 years old. Samples were taken using a non-probability – purposive sampling method, using a 1 – 5 point Likert scale. The results of this research show that partially, Review Quality (X1) and Source Credibility (X2) each has an influence on Purchase Intention (Y). Simultaneously, Review Quality (X1) and Source Credibility (X2) influence Purchase Intention by 60,2% while the remainder is influenced by other variables not included in the research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Uncontrolled Keywords: | Online Consumer Review, Minat Beli, Review Quality, Source Credibility, Mykonos, Parfum, Instagram |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | S Sucipto |
| Date Deposited: | 15 Nov 2024 06:35 |
| Last Modified: | 15 Nov 2024 06:41 |
| URI: | http://repository.ub.ac.id/id/eprint/232675 |
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