Kartika., Hanissa Ayu (2017) Pengaruh Dimensi Electronic Word-of-Mouth terhadap Attitude, Movie Evaluation, dan WOM Intention pada Online Review IMDB.com (Studi Analisis SEM tentang Online Movie Review pada Mahasiswa Jurusan Ilmu Komunikasi Universitas Brawijaya Angkatan 2014 – 2016). Sarjana thesis, Universitas Brawijaya.
Abstract
Elaboration Likelihood Model adalah salah satu dari model dalam tradisi sosiopsikologis yang berusaha menjelaskan berbagai perbedaan individu dalam memproses suatu informasi. Teori ini mengatur proses-proses persuasi melalui dua rute yakni rute sentral dan rute periferal (Petty, Barden, & Wheeler, 2009). Electronic word-of-mouth adalah saran atau ulasan dari konsumen lain mengenai produk atau servis yang berbentuk online review yang terdiri atas argument quality dan source credibility. Penelitian ini menggunakan Elaboration Likelihood Model untuk menjelaskan pengaruh ewom online movie review pada situs IMDb.com terhadap attitude pembacanya, mahasiswa Jurusan Ilmu Komunikasi Universitas Brawijaya Angkatan 2014 – 2016. Attitude ini kemudian merujuk pada dua dua perilaku yakni movie evaluation dan WOM intention. Penelitian ini menggunakan metode kuantitatif dari paradigma positivistik. Jenis penelitian ini adalah eksplanatori dengan teknik pengumpulan data survei. Sampel sebanyak 200 orang diambil dari mahasiswa Jurusan Ilmu Komunikasi Universitas Brawijaya Angkatan 2014 – 2016. Hasil analisis data menunjukkan bahwa informative, helpful, valuable, persuasive, trustworthiness, dan expertise memengaruhi attitude para pembaca online movie review IMDb.com yang kemudian berpengaruh pula terhadap movie evaluation dan WOM intention. Indikator yang terdapat dari variabel X, Z, maupun Y memiliki hubungan yang baik dengan masing-masing variabelnya. Dengan hasil analisis ini maka dapat disimpulkan bahwa argument quality dan source credibility memiliki pengaruh terhadap attitude, movie evaluation, dan WOM intention. Teori Elaboration Likelihood Model sudah mampu menjelaskan sebab-sebab seseorang memiliki keinginan untuk menonton suatu film dan merekomendasikan kepada orang lain berdasarkan online movie review.
English Abstract
Elaboration Likelihood Model is one of the model in sosiopsychology tradition which try to explain individual differences in processing informations. This theory sets persuasion process via two routes, central route and peripheral route (Petty, Barden, & Wheeler, 2009). Electronic word-of-mouth is a recommendation or a review from other consumers about products or services which is form as online reviews that consist of argument quality and source credibility. This research uses Elaboration Likelihood Model to explain the effect ewom online movie review on IMDb.com website toward reader’s attitude, students of Communication Studies at Brawijaya University badge 2014 – 2016. Attitude then refers to two behaviors which are movie evaluation and WOM intention. This research uses quantitative method from positivist paradigm. This is an explanatory research using survey method to collect data. Total of 200 participants is students of Communication Studies at Brawijaya University badge 2014 – 2016. The result of data analysis shows if informative, helpful, valuable, persuasive, trustworthiness, and expertise have influence to the online movie review IMDb.com reader’s attitude then also have influence to movie evaluation and WOM intention. The indicators in variables X, Z, and Y have good correlations with its variables. This result of analysis concludes \argument quality and source credibility have influence toward attitude, movie evaluation, and WOM intention. Elaboration Likelihood Model theory is able to explain reasons that affect someone to have an intention in watching a movie and giving recommendation to other people based on online movie review.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/454/051705276 |
| Uncontrolled Keywords: | Elaboration Likelihood Model, Online Movie Review, Argument Quality, Source Credibility, Attitude, Movie Evaluation, WOM Intention |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugiantoro |
| Date Deposited: | 24 Jul 2017 02:35 |
| Last Modified: | 08 Sep 2023 07:30 |
| URI: | http://repository.ub.ac.id/id/eprint/514 |
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