HUBUNGAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA FOLLOWERS INSTAGRAM @PLGFOODIES

PIONITA, PUTRI and Lionardo, Andries and Murti, Krisna (2023) HUBUNGAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA FOLLOWERS INSTAGRAM @PLGFOODIES. Undergraduate thesis, Sriwijaya University.

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Abstract

Communication and information technology are developing rapidly, making word-of-mouth communication also change, which is referred to as "electronic word-of-mouth communication," which can be done via the internet with a wider scope. One of the Instagram accounts that carries out electronic word-of-mouth activities is Instagram's @plgfoodies, which provides recommendations and reviews about food products. This study aims to determine whether there is a relationship between electronic word of mouth and purchase intention among Instagram followers (@plgfoodies). Data obtained through the distribution of questionnaires and a literature study. The method used is quantitative with Spearman's rank correlation test and the chi-square test. The results of this study indicate that there is a relationship between electronic word of mouth and purchase intention, with a result of 0.000 < 0.05 and a correlation coefficient value of +0.565, which means there is a strong correlation. Then the results of the chi-square test show that there is one respondent characteristic that is significantly associated with buying interest, namely respondents with age characteristics, with a result of 0.003.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	ELECTRONIC WORD, INSTAGRAM
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Putri Pionita
Date Deposited:	29 Mar 2023 04:18
Last Modified:	29 Mar 2023 04:18
URI:	http://repository.unsri.ac.id/id/eprint/91814

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