PENGARUH ELECTRONIC WORD OF MOUTH KONTEN #RACUNINTIKTOK TERHADAP KEPUTUSAN MEMBELI DI ERA PANDEMI COVID-19 (STUDI PADA MAHASISWA ILMU KOMUNIKASI FISIP UNIVERSITAS SRIWIJAYA PALEMBANG)

PUTRI, PRIMUS ANINDI WINDU TIARA and Putra, Raniasa and Musdalifah, Farisha Sestri (2021) PENGARUH ELECTRONIC WORD OF MOUTH KONTEN #RACUNINTIKTOK TERHADAP KEPUTUSAN MEMBELI DI ERA PANDEMI COVID-19 (STUDI PADA MAHASISWA ILMU KOMUNIKASI FISIP UNIVERSITAS SRIWIJAYA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini berjudul “Pengaruh Electronic Word Of Mouth Konten #racunintiktok Terhadap Keputusan Membeli di Era Pandemi Covid-19” (Studi Pada Mahasiswa Ilmu Komunikasi FISIP Universitas Sriwijaya Palembang). Penelitian ini menggunakan metode kuantitatif dengan teknik deskriptif eksplanatif. Teknik pengumpulan data dengan kuisioner yang dibagikan secara daring melalui media sosial kepada 80 mahasiswa Ilmu Komunikasi Universitas Sriwijaya Palembang yang telah memenuhi kriteria penelitian yaitu pengguna aktif TikTok dan mengetahui konten dengan hashtag racuninTikTok, sehingga menggunakan teknik sampel non-probability dengan sampling jenuh. Berdasarkan hasil penelitian, maka ditemukan bahwa adanya pengaruh sebesar 70.6% antara Electronic Word of Mouth #racuninTikTok terhadap keputusan membeli. Sisanya 29.4% ialah dari berbagai faktor lain. Jadi dapat disimpulkan bahwa penelitian ini terdapat pengaruh yang signifikan antara variabel X yakni Electronic Word of Mouth terhadap variabel Y yaitu keputusan membeli di era pandemi Covid-19 pada mahasiswa Ilmu Komunikasi Universitas Sriwijaya. Kata kunci : Electronic Word of Mouth, keputusan membeli, #racuninTikTok

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Electronic Word of Mouth, keputusan membeli, #racuninTikTok
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence H Social Sciences > HT Communities. Classes. Races > HT51-1595 Communities. Classes. Races H Social Sciences > HT Communities. Classes. Races > HT51-65 Human settlements. Communities T Technology > T Technology (General) > T10.5-11.9 Communication of technical information
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Primus Anindi Windu Tiara Putri
Date Deposited:	14 Sep 2021 07:52
Last Modified:	14 Sep 2021 07:52
URI:	http://repository.unsri.ac.id/id/eprint/53524

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