Pengaruh opinion leadership memediasi experience dan reflection of self dalam melakukan sWOM pada restoran fast casual dining

DETAIL KOLEKSI

Pengaruh opinion leadership memediasi experience dan reflection of self dalam melakukan sWOM pada restoran fast casual dining

5.0

Oleh : Alvin

Info Katalog

Nomor Panggil : 022002108014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Husna Leila Yusran

Subyek : Marketing--Management;Leadership

Kata Kunci : experience, reflection of self, opinion leadership, need for uniqueness, sWOM. fast casual dining

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022002108014_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022002108014_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022002108014_Bab-1-Pendahuluan.pdf	9
4.	2023_TA_SMJ_022002108014_Bab-2-Tinjauan-Pustaka.pdf	15
5.	2023_TA_SMJ_022002108014_Bab-3-Metode-Penelitian.pdf	16
6.	2023_TA_SMJ_022002108014_Bab-4-Analisis-dan--Pembahasan.pdf	19
7.	2023_TA_SMJ_022002108014_Bab-5-Kesimpulan.pdf	6
8.	2023_TA_SMJ_022002108014_Daftar-Pustaka.pdf	6
9.	2023_TA_SMJ_022002108014_Lampiran.pdf	19

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh experience, reflection of self, need for uniqueness terhadap sWOMcontribution yang dimediasi oleh opinion leadership pada restoran casual fast dining di Jabodetabek. Kriteria responden pada penelitian ini merupakan pengguna sosial media instagram, memiliki pengikut 1000 â€“ 10.000 serta pernah melakukan sWOM konten restoran di media sosial Instagram. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan melalui kuesioner yang telah diisi oleh 205 responden. Metode analisis data menggunakan metode Structural Equation Model (SEM) dengan program AMOS dan SPSS. Hasil penelitian ini diperoleh experience berpengaruh positif terhadap sWOM, opinion leadership, reflection of self, danreflection of self tidak berpengaruh terhadap sWOM, reflection of self berpengaruh terhadap opinion leadership, need for uniqueness, sWOM, lalu opinion leadership berpengaruh terhadap sWOM, opinion leadership memediasi pengaruh experience terhadap sWOM, opinion leadership memediasi pengaruh reflection of self terhadap sWOM. Penelitian selanjutnya diharapkan dapat meneliti dengan objek restoran yang lebih beragam dan luas, serta menambahkan variabel lainnya seperti satisfaction agar penelitian ini lebih komprehensif.

T his study aims to analyze the effect of experience, reflection of self, and the need for uniqueness on sWOM contribution mediated by opinion leadership in casual fast dining restaurants in Jabodetabek. The criteria for respondents in this study were being Instagram social media users, having 1000 - 10,000 followers, and having shared restaurant content on Instagram social media. The sampling technique used was purposive sampling by means of questionnaires that had been filled out by 205 respondents. The data analysis method uses the Structural Equation Model (SEM) method with the AMOS and SPSS programs. The results of this study obtained experience has a positive effect on SWOM, on opinion leadership on self-reflection, and reflection of self has no effect on sWOM, reflection of self has an effect on opinion leadership, on the need for uniqueness, the need for uncertainty has an effect on sWOM, opinion leadership has an effect on sWOM, opinion leadership mediates the influence of experience on sWOM, and opinion leadership mediates the effect of reflection of self on sWOM. Future research is expected to be able to examine more diverse and broader restaurant objects and add other variables, such as satisfaction, so that this research is more comprehensive.