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

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    Official URL: https://repository.upi.edu
    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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