PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT MEMBELI PRODUK BY.U DARI PT. TELKOMSEL INDONESIA (STUDI PADA MAHASISWA JURUSAN ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYAKAMPUS PALEMBANG)

SARI, DEVANI and Lionardo, Andries and Saraswaty, Erlisa (2021) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT MEMBELI PRODUK BY.U DARI PT. TELKOMSEL INDONESIA (STUDI PADA MAHASISWA JURUSAN ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYAKAMPUS PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Minat membeli merupakan suatu dorongan sebelum konsumen memutuskan untuk membeli suatu produk, dorongan ini berupa rangsangan internal yang telah mereka dapatkan yaitu seperti electronic word of mouth. E-WOM merupakan pemasaran dari mulut ke mulut yang melalui media elektronik yang terjadi antar konsumen untuk saling berbagi informasi mengenai produk. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh electronic word of mouth terhadap minat membeli produk By.U dari PT. Telkomsel Indonesia pada Mahasiswa Jurusan Ilmu Komunikasi Universitas Sriwijaya. Teori yang digunakan dalam penelitian ini adalah electronic word of mouth sebagai variabel independen menggunakan teori Goyette et al (2010), dan pada variabel dependen yaitu minat membeli menggunakan teori Kotler & Keller (2012). Metode yang digunakan dalam penelitian ini adalah metode kuantitatif deskriptif. Teknik pengumpulan data dengan penyebaran kuisioner. Hasil pada penelitian, didapatkan dengan menggunakan uji koefesien determinasi, pada variabel bebas atau electronic word of mouth memiliki pengaruh sebesar 32,8% terhadap variabel terikat atau minat membeli produk by.U dari PT. Telkomsel Indonesia oleh Mahasiswa Jurusan Ilmu Komunikasi Kampus Palembang Universitas Sriwijaya. Buying interest is an impulse before consumers decide to buy a product, this impulse is in the form of internal stimuli they have received before, such as electronic word of mouth. E-WOM is word of mouth marketing through electronic media that occurs between consumers to share information about products. This study aims to determine whether there is an effect of electronic word of mouth on the interest in buying By.U products from PT. Telkomsel Indonesia to Students of the Department of Communication Science, Sriwijaya University. The theory used in this study is electronic word of mouth as an independent variable using the theory of Goyette et al (2010), and the dependent variable is buying interest using the theory of Kotler & Keller (2012). The method used in this research is descriptive quantitative method. Data collection techniques by distributing questionnaires. The results of the study, obtained by using the coefficient of determination test, the independent variable or electronic word of mouth has an influence of 32.8% on the dependent variable or interest in buying by.U products from PT. Telkomsel Indonesia by Students of the Department of Communication Sciences, Palembang Campus, Sriwijaya University.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic Word Of Mouth, Produk, Minat Membeli
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Devani Sari
Date Deposited: 15 Mar 2022 06:39
Last Modified: 15 Mar 2022 06:39
URI: http://repository.unsri.ac.id/id/eprint/66116

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