PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN : Survei terhadap Konsumen Bakso Aci Mas Jay yang Mendapatkan Informasi melalui Social Media

Regita Nurul Ramadhani Taofiq, - (2019) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN : Survei terhadap Konsumen Bakso Aci Mas Jay yang Mendapatkan Informasi melalui Social Media. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Regita Nurul Ramadhani Taofiq, 1501766, “Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian (Survey terhadap Konsumen Bakso Aci Mas Jay yang Mendapatkan Informasi melalui Social Media)”, dibawah bimbingan Yeni Yuniawati, S.Pd., MM dan Rini Andari, S,Pd., SE.Par.,MM Bakso Aci Mas Jay merupakan salah satu gerai makanan di Kota Bandung yang menawarkan makanan tradisional khas Kota Garut dengan penyajian dan rasa yang berbeda. Masalah yang dihadapi oleh Bakso Aci Mas Jay adalah tingkat penjualan yang mengalami penurunan dan tidak mencapai target. Oleh karena itu manajemen Bakso Aci Mas Jay harus memiliki strategi untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih electronic word of mouth sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan keputusan pembelian. Dalam penelitian ini variabel indipenden yang digunakan yaitu electronic word of mouth yang terdiri dari friend communication, persuasiveness, opinion seeking, dan informational influence. Variabel dependen yaitu keputusan pembelian. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif, metode yang digunakan adalah survei dengan teknik purposive sampling, maka diperoleh sampel dengan jumlah 109 responden yang merupakan konsumen yang mendapat informasi melalui social media. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Pelaksanaan electronic word of mouth di Bakso Aci Mas Jay, dimensi informational influence mendapatkan penilaian tertinggi, dimensi penilaian terendah yaitu opinion seeking. Kemudian tanggapan mengenai keputusan pembelian di Bakso Aci Mas Jay berada pada kategori tinggi, dimensi pemilihan penyalur merek mendapatkan penilaian tertinggi dan dimensi jumlah pembelian mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara electronic word of mouth dan keputusan pembelian. Kata Kunci : Electronic Word Of Mouth, Keputusan Pembelian, Bakso Aci Mas Jay ABSTRACT Regita Nurul Ramadhani Taofiq, 1501766, "The Influence of Electronic Word of Mouth to Purchase Decision (Survey on Consumer Bakso Aci Mas Jay that Getting Information through Social Media) ", under the guidance of Yeni Yuniawati, S.Pd., MM and Rini Andari, S,Pd., SE.Par.,MM Bakso Aci Mas Jay is one of the food outlets in Bandung, which offers traditional food from Garut with a different presentation and taste. The problem faced by Bakso Aci Mas Jay is the number of sales which decreased and did not reach the target. Therefore Bakso Aci Mas Jay should have a strategy to overcome the problem. Thus the researchers chose electronic word of mouth as one solution that can be applied to improve the level of purchase decision. In this study, independent variables (X) used are electronic word of mouth which consists of friend communication, persuasiveness, opinion seeking, and informational influence. The dependent variable (Y) is the purchase decision. The type of research used is descriptive verificative and the method used is purposive sampling technique, then obtained a sample with a total of 109 respondents who are consumer who got information through social media. Data analysis technique and hypothesis test used is multiple regression. Implementation of electronic word of mouth at Bakso Aci Mas Jay dimension informational influence get the highest rating, the lowest rating dimension is opinion seeking. Then the response regarding the purchase decision at Bakso Aci Mas Jay in the high category is brand choice get the highest rating and purchase amount dimension get the lowest rating. The results showed the influence between electronic word of mouth and purchase decision. Keywords: Electronic Word Of Mouth, Purchase Decisions, Bakso Aci Mas Jay

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP REG p-2019 ; Pembimbing : I. Yeni Yuniawati, II. Rini Andari ; NIM : 1501766
Uncontrolled Keywords: Electronic Word Of Mouth, Keputusan Pembelian, Bakso Aci Mas Jay
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Regita Nurul Ramadhani Taofiq
Date Deposited: 20 Jun 2019 07:06
Last Modified: 20 Jun 2019 07:06
URI: http://repository.upi.edu/id/eprint/35639

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