Khaerunnisa, Riessya Melita (2016) PENGARUH VIRAL MARKETING TERHADAP PURCHASE DECISION INVOLVEMENT DI DUSUN BAMBU. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Konsep dari Involvement menjadi salah satu topik yang penting dalam perilaku konsumen di bidang pariwisata. Pada awalnya involvement telah terhubung dengan berbagai bahasan tentang perilaku konsumen Dalam pemasaran purchase decision involvement memainkan peran yang penting sebagai faktor penentu keputusan konsumen juga sebagai pemikiran atau teori yang merupakan salah satu variabel yang dianggap berpengaruh terhadap proses pembuatan keputusan dan cara berkomunikasi konsumen. Dalam industri pariwisata khususnya bidang kuliner sering muncul permasalah an mengenai rendahnya tingkat purchase decision involvement konsumen. Bandung merupakan salah satu daerah yang diminati dalam wisata kulinernya. Dusun Bambu yang terletak di bagian barat Bandung manjadi salah satu destinasi wisata kuliner yang paling di minati di Bandung. Untuk itu salah satu upaya yang dilakukan untuk meningkatkan purchase decision involvement yaitu dengan menggunakan strategi penasaran viral marketing. Viral marketing sendiri dijelaskan sebagai salah satu teknik pemasaran yang digunakan perusahaan untuk menyebarkan pesan menggunakan media online, hal ini dilakukan agar pesan yang disampaikan dapat diteruskan oleh penerimanya sehingga terjadi penyebaran yang berlipat melalui jaringan internet. Enam dimensi dalam viral marketing yang diantaranya (1) Informativeness (2) Entertainment (3) Irritation, 4) Source credibility (5) Usage Intensity (6) degree centrality Jenis penelitian ini menggunakan metode deskriptif dan verifikatif. Populasi berjumlah 925.721 orang dengan sampel sebanyak 200 orang. Teknik analisis yang digunakan adalah analisis regresi berganda. Variabel independent dalam penelitian ini yaitu viral marketing(1) Informativeness (2) Entertainment (3) Irritation, 4) Source credibility (5) Usage Intensity. Hasil penelitian berdasarkana hasil pengujian regresi berganda viral marketing berpengaruh sebesar 65% terhadap purchase decision involvement sedangkan sianya sebesar 35% merupakan faktor lain yang tidak ditelti oleh penulis. --- The concept of Involvement become one of the important topics in consumer behavior in the field of tourism. At first involvement has been linked with a some discussion about consumer behavior in marketing purchase decision involvement to be an important role as determinants of consumer decisions as well as a thought or theory that is one of the variables considered to influence the decision making process and how to communicate with consumers. In the tourism industry, especially in culinary there’s many problem of the low level of consumer involvement purchase decision. Bandung as one of interesting region in culinary tourism. Dusun Bambu is located in the west of Bandung even become one of the most culinary tourism destinations in the interest in Bandung. For that one of the efforts undertaken to increase involvement purchase decision is to use viral marketing strategies. Viral marketing described as one of the marketing techniques used by companies to spread the message using online media, this is done so that the message can be forwarded by the recipient, causing the spread of compound through the Internet. Dimensions in viral marketing which include (1) informativeness (2) Entertainment (3) Irritation, 4) Source credibility (5) Usage Intensity (6) degree centrality This research uses descriptive and verification method. Population of 925.721 people with a sample of 100 people. The analysis technique used is multiple regression analysis. The independent variable in this study is viral marketing (1) informativeness (2) Entertainment (3) Irritation, 4) Source credibility (5) Usage Intensity. The calculation result of multiple regression analysis known that the involvement purchase decision is influenced by viral marketing 65 % while the remaining 35% is influenced by other factors studied by the author.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MPP KHA p-2016; Pembimbing : I. Gitasiswhara II. Taufik Abdullah |
| Uncontrolled Keywords: | Viral Marketing, Purchase Decision Involvement, Dusun Bambu, pengaruh Viral Marketing, pemasaran, pariwisata . |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 28 Aug 2017 06:05 |
| Last Modified: | 28 Aug 2017 06:05 |
| URI: | http://repository.upi.edu/id/eprint/25282 |
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