PENGARUH KOMUNIKASI PEMASARAN DIGITAL ELECTRONIC WORD OF MOUTH TERHADAP KONSISTENSI KREDIBILITAS SUMBER

Muhammad Husnul Huda, - (2023) PENGARUH KOMUNIKASI PEMASARAN DIGITAL ELECTRONIC WORD OF MOUTH TERHADAP KONSISTENSI KREDIBILITAS SUMBER. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Muhammad Husnul Huda. 1605934. PENGARUH KOMUNIKASI
PEMASARAN DIGITAL ELECTRONIC WORD OF MOUTH TERHADAP
KONSISTENSI KREDIBILITAS SUMBER (Studi Korelasional pada Website
Generasi Pesona Indonesia dari Kementerian Pariwisata dan Ekonomi Kreatif
Indonesia)”
Munculnya teknologi dan platform berbasis internet telah memengaruhi pemasaran
secara besar-besaran. Institusi atau lembaga sekarang dapat langsung menjangkau
pelanggan menggunakan platform digital dan menerima umpan balik instan melalui
like, click, dan comment. Penelitian ini bertujuan untuk mengetahui pengaruh
Komunikasi Marketing eWOM terhadap kredibilitas eWOM. Desain penelitian
mencakup perencanaan metodologi, pemilihan populasi dan sampel, jenis dan
sumber data, serta teknik analisis data. Hasil penelitian menunjukan bahwa
(Content) pada (Source Credibility) dapat berpengaruh pada kredibilitas sumber
eWOM, adanya (Communicator) pada (Source Credibility) dapat berpengaruh pada
kredibilitas sumber eWOM, adanya (Context) pada (Source Credibility) dapat
berpengaruh pada kredibilitas sumber eWOM, adanya (Content) melalui (Context)
pada (Source Credibility) dapat berpengaruh pada kredibilitas sumber eWOM dan
adanya (Communicator) melalui (Context) pada (Source Credibility) dapat
berpengaruh pada kredibilitas sumber eWOM.
Kata Kunci: Electronic Word Of Mouth, Source Credibility, Komunikasi Pemasaran,
Komunikasi Pemasaran Digital, Media Sosial.

Muhammad Husnul Huda. 1605934. The Effect of Electronic Word Of Mouth on
Source Credibility (Correlational Study on the Generation of Indonesian
Enchantment Website from the Indonesian Ministry of Tourism and Creative
Economy)”
The advent of internet-based technologies and platforms has impacted marketing in
a major way. Institutions or institutions can now directly reach customers using
digital platforms and receive instant feedback via likes, clicks and comments. This
study aims to determine the effect of eWOM Marketing Communication on eWOM
credibility. The research design includes methodological planning, population and
sample selection, data types and sources, as well as data analysis techniques. The
results show that (Content) on (Source Credibility) can affect the credibility of
eWOM sources, the presence of (Communicator) on (Source Credibility) can affect
the credibility of eWOM sources, the presence of (Context) on (Source Credibility)
can affect the credibility of eWOM sources , the existence of (Content) through
(Context) on (Source Credibility) can affect the credibility of eWOM sources and
the presence of (Communicator) through (Context) on (Source Credibility) can
affect the credibility of eWOM sources.
Keywords: Electronic Word Of Mouth, Source Credibility, Marketing Communication,
Digital Marketing Communication, Media Social

	Text S_IKOM_1605934_Title.pdf Download (540kB)
	Text S_IKOM_1605934_Chapter1.pdf Download (104kB)
	Text S_IKOM_1605934_Chapter2.pdf Restricted to Staf Perpustakaan Download (195kB)
	Text S_IKOM_1605934_Chapter3.pdf Download (283kB)
	Text S_IKOM_1605934_Chapter4.pdf Restricted to Staf Perpustakaan Download (420kB)
	Text S_IKOM_1605934_Chapter5.pdf Download (103kB)
	Text S_IKOM_1605934_Appendix.pdf Restricted to Staf Perpustakaan Download (931kB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=4 ID SINTA Dosen Pembimbing: Suwatno: 5991814 Heni Nuraeni Zaenudin: 6122531
Uncontrolled Keywords:	Electronic Word Of Mouth, Source Credibility, Komunikasi Pemasaran, Komunikasi Pemasaran Digital, Media Sosial. Electronic Word Of Mouth, Source Credibility, Marketing Communication, Digital Marketing Communication, Media Social
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User:	MUHAMMAD HUSNUL HUDA
Date Deposited:	02 Apr 2024 02:04
Last Modified:	02 Apr 2024 02:04
URI:	http://repository.upi.edu/id/eprint/116495

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