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.

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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

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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