PENGARUH SOCIAL MEDIA INSTAGRAM @FOOM_ID DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI VAPORIZER MERK FOOM PADA REMAJA NON-VAPERS (STUDI PADA SISWA KELAS 12 SMAN 15 BEKASI)

SULTHONI, ARIIQ and Musdalifah, Farisha Sestri and Yogsunandar, Harry (2025) PENGARUH SOCIAL MEDIA INSTAGRAM @FOOM_ID DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI VAPORIZER MERK FOOM PADA REMAJA NON-VAPERS (STUDI PADA SISWA KELAS 12 SMAN 15 BEKASI). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini menganalisis pengaruh social media Instagram dan electronic word of mouth (e-WOM) terhadap minat beli vaporizer merk FOOM pada remaja non-vapers. Menggunakan teori Kotler & Keller serta Goyette & Richard, penelitian ini dilakukan dengan metode kuantitatif menggunakan PLS-SEM pada SmartPLS 4. Sampel sebanyak 81 responden dipilih dengan rumus Slovin (toleransi kesalahan 10%). Hasil menunjukkan bahwa social media instagram secara parsial berpengaruh secara positif dan signifikan terhadap minat beli dengan nilai koefisien jalur 0.242, nilai p-value 0.032 dan nilai t-statistic sebesar 2.145. sementara itu e-WOM juga secara parsial berpengaruh secara positif dan signifikan terhadap minat beli dengan nilai koefisien jalur 0.662, nilai p-value 0.00 dan nilai t-statistic sebesar 6,069, dengan begitu e-WOM memiliki pengaruh lebih besar (0.662) dibandingkan Instagram (0.242). Kedua faktor ini menjelaskan bahwa social media Instagram dan electronic word of mouth berpengaruh secara simultan terhadap minat beli dengan nilai R-square adjusted 0.77. Kata Kunci: Social Media, e-WOM, Minat Beli, Vaporizer, FOOM

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social Media, e-WOM, Minat Beli, Vaporizer, FOOM
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Ariiq Sulthoni
Date Deposited:	26 May 2025 02:51
Last Modified:	26 May 2025 02:51
URI:	http://repository.unsri.ac.id/id/eprint/174086

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