Anteseden dan konsekuensi dari electronic word-of-mouth credibility
Info Katalog
File Repositori
Nomor Panggil : 022001801177
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Sri Vandayuni Riorini
Subyek : Marketing - Management
Kata Kunci : brand image, electronic word-of-mouth credibility, purchase intention, social networking sites.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001801177_Halaman-Judul.pdf | -1 | |
| 2. | 2022_TA_SMJ_022001801177_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001801177_Bab-1-Pendahuluan.pdf | ||
| 4. | 2022_TA_SMJ_022001801177_Bab-2-Tinjauan-Pustaka1.pdf |
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| 5. | 2022_TA_SMJ_022001801177_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001801177_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801177_Bab-5-Simpulan.pdf |
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| 8. | 2022_TA_SMJ_022001801177_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001801177_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi dari electronic word-of-mouth credibility. Objek penelitiannya adalah situs jejaring sosial. Metode pengumpulan data yang digunakan adalah kuesioner dengan teknik non-probability sampling dengan purposive sampling kepada 210 responden pengguna situs jejaring sosial di Indonesia. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM). Hasil dari penelitian ini menunjukkan bahwa anteseden dari e-WOM credibility adalah high involvement, trust, recommendation, dan message content, serta konsekuensi dari e-WOM credibility adalah brand image dan purchase intention. Penelitian selanjutnya dapat menggunakan lebih banyak situs jejaring sosial, dapat menggunakan objek penelitian lainnya yang termasuk bagian dari media sosial seperti messenger/VoIP, dan dapat menganalisis brand image sebagai variabel mediasi.
T This study aims to analyze the antecedents and consequences of electronic word-of-mouth credibility. The object of the research is a social networking site. The data collection method used is a questionnaire with a non-probability sampling technique with purposive sampling to 210 respondents who use social networking sites in Indonesia. The data analysis method used is Structural Equation Modeling (SEM). The results of this study indicate that the antecedents of e-WOM credibility are high involvement, trust, recommendation, and message content, and the consequences of e-WOM credibility are brand image and purchase intention. Further research can use more social networking sites, can use other research objects that are part of social media such as messenger/VoIP, and can analyze brand image as a mediating variable.
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