Anteseden dan konsekuensi dari attitude toward user- generated content

DETAIL KOLEKSI

Anteseden dan konsekuensi dari attitude toward user- generated content

Oleh : Sarah Ramadhani Bani Azizah

Info Katalog

Nomor Panggil : 022001801016

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Arwini Sumardi

Subyek : Marketing - Management;Social media

Kata Kunci : perceived source homophily, perceived source credibility, attitude toward user generated content , e

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801016_Halaman-Judul.pdf	10
2.	2022_TA_SMJ_022001801016_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001801016_Bab-1-Pendahuluan.pdf	10
4.	2022_TA_SMJ_022001801016_Bab-2-Tinjauan-Pustaka.pdf	22
5.	2022_TA_SMJ_022001801016_Bab-3-Metode-Penelitian.pdf	21
6.	2022_TA_SMJ_022001801016_Bab-4-Analisis-dan-Pembahasan.pdf	24
7.	2022_TA_SMJ_022001801016_Bab-5-Kesimpulan.pdf	4
8.	2022_TA_SMJ_022001801016_Daftar-Pustaka.pdf	7
9.	2022_TA_SMJ_022001801016_Lampiran.pdf	25

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisa anteseden dan konsekuensi dari Attitude Toward User- Generated Content. Objek penelitian ini adalah pengguna Youtube. Metode yang digunakan adalah non-probability sampling kepada 165 responden. Metode analisa yang digunakan dalam penelitian ini adalah Structural Equiation Model (SEM). Hasil dari penelitian ini menunjukkan bahwa, terdapat pengaruh Perceived Source Homophily terhadap Perceived Source Credibility, terdapat pengaruh Perceived Source Credibility terhadap Attitude Toward UGC, terdapat pengaruh positif attitude toward (UGC) terhadap electronic word of mouth (ewom), terdapat pengaruh positif attitude toward (UGC)terhadap purchase intention, terdapat pengaruh positif perceived source homophily terhadap attitude toward (UGC) dimediasi oleh perceived source credibility, terdapat pengaruh positif perceived source credibility terhadap electronic word of mouth (ewom)dimediasi oleh attitude toward (UGC), terdapat perceived source credibility terhadap purchase intention dimediasi oleh attitude toward (UGC).

T his study aims to analyze antecedents and consequences of User- Generated Content. The object of this research is Youtube users. The method used is non-probability sampling to 165 respondents. The analytical method used in this study is the Structural Equation Model (SEM). The results of this study indicate that there is influence of perceived source homophily on perceived source credibility, there is influence of perceived source credibility on attitude toward UGC, there is influence of attitude toward UGC on electronic word of mouth (ewom), there is positive influence of Perceived Source Homophily on attitude toward (UGC) mediated by perceived source credibility, there is positive influence of attitude toward (UGC) on purchase intention, there is positive influence of perceived source credibility on electronic word of mouth (ewom) mediated by attitude toward (UGC), there is perceived source credibility of purchase intention mediated by attitude toward (UGC).