PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI SURABI IMUT SETIABUDI

Recky Syahputra, - (2018) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI SURABI IMUT SETIABUDI. S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Keputusan konsumen untuk melakukan pengambilan keputusan pembelian telah menjadi masalah utama dalam banyak penelitian di bidang pariwisata. Surabi Imut Setiabudi merupakan restoran yang berlokasi di Jalan Setiabudi Bandung. Jumlah penjualan Surabi Imut mengalami fluktuasi dari tahun ke tahun bahkan cenderung menurun. berupaya untuk mempertahankan dan meningkatkan keputusan pembelian di Surabi Imut. Oleh karena itu Surabi Imut harus memiliki strategi untuk mengatasi permasalahan tersebut. Dengan demikian peneliti memilih electronic word of mouth sebagai salah satu solusi untuk meningkatkan keputusan pembelian di Surabi Imut. Dalam penelitian ini, variabel independent (X) yang digunakan yaitu electronic word of mouth yang terdiri dari eWOM credibility, eWOM quality, dan eWOM quantity. Variabel dependent (Y) yaitu keputusan pembelian. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah survei dengan teknik cross sectional, jumlah sampel sebanyak 100 responden konsumen yang telah mendapatkan informasi melalui media elektronik. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Pelaksanaan electronic word of mouth di Surabi Imut berada pada kategori tinggi. Dimensi eWOM Quantity memperoleh nilai tertinggi sedangkan dimensi eWOM Credibility memperoleh nilai terendah. Tanggapan koresponden terhadap keputusan pembelian memperoleh nilai yang tinggi. Indikator pemilihan produk memperoleh nilai tertinggi dan waktu pembelian memperoleh nilai terendah. Hasil penelitian menunjukkan adanya pengaruh yang signifikan antara electronic word of mouth terhadap keputusan pembelian, ;---Consumer decision has become a major problem in many researches in tourism. Surabi Imut Setiabudi is a restaurant located on Jalan Setiabudi Bandung. The number of sales of Surabi Imut fluctuated from year to year and even tended to decline. seeks to maintain and improve purchasing decisions at Surabi Imut. Therefore Surabi Imut must have a strategy to overcome the problem. Thus the researchers chose electronic word of mouth as one solution to improve purchasing decisions in Surabi Imut. In this study, the independent variable (X) used is electronic word of mouth consisting of eWOM credibility, eWOM quality, and eWOM quantity. The dependent variable (Y) is the purchase decision. The type of research used is descriptive and verifikatif. The method used is a survey with cross sectional technique, the number of samples of 100 respondents consumers who have obtained information through electronic media. Data analysis technique and hypothesis test used is multiple regression. The implementation of electronic word of mouth in Surabi Imut is in the high category. The eWOM Quantity dimension obtains the highest value while the eWOM Credibility dimension gets the lowest value. Corresponding responses to purchasing decisions scored high. The product selection indicator gets the highest score and the purchase time earns the lowest score. The results showed a significant influence between electronic word of mouth on purchasing decisions.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP REC p-2019; Pembimbing : I. Diyah Setyotini, II. Taufik Abdullah; NIM : 1206431.
Uncontrolled Keywords: Electronic Word of Mouth, Keputusan Pembelian, dan Media sosial, Electronic Word of Mouth, Purchase Decision Social Media.
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HV Social pathology. Social and public welfare
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Ryan Taufiq Qurrohman
Date Deposited: 09 Jan 2020 08:23
Last Modified: 09 Jan 2020 08:23
URI: http://repository.upi.edu/id/eprint/44393

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