Efektivitas pesan electronic word of mouth restoran bong kopitown karawaci melalui twitter dengan pendekatan epic model

Tjahjadi, Adrian (2014) Efektivitas pesan electronic word of mouth restoran bong kopitown karawaci melalui twitter dengan pendekatan epic model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan bisnis yang ketat membuat perusahaan diharuskan menerapkan strategi pemasaran yang mampu memenangkan hati konsumen. Salah satu alat pemasaran yang dapat dimanfaatkan seiring dengan semakin pesatnya pertumbuhan internet dan social media adalah electronic word of mouth (eWOM). Tujuan penelitian ini adalah untuk mengukur efektivitas eWOM yang dilakukan oleh restoran Bong Kopitown melalui social media Twitter. Pengumpulan data dilakukan dengan teknik kepustakaan dan juga teknik komunikasi, yaitu dengan menyebarkan kuesioner kepada responden pemilik akun Twitter yang pernah berkunjung dan menyantap makanan di Bong Kopitown. Pengukuran dilakukan dengan menyebarkan kuesioner kepada 30 orang responden, yang kemudian diuji validitas dan reliabilitasnya. Setelah itu baru dilakukan penyebaran kepada 120 orang responden dan kemudian dilakukan analisis menggunakan EPIC Model. Dari hasil penelitian didapatkan bahwa eWOM melalui Twitter yang dilakukan Bong Kopitown sudah efektif dalam menjalankan fungsinya sebagai alat pemasaran, termasuk empat dimensi kritis di dalamnya yang terdiri dari dimensi empati, dimensi persuasi, dimensi dampak, dan dimensi komunikasi. / In the midst of highly competitive environment, companies need to implement effective marketing strategy to attract their customers. One marketing tool that can help them achieve that particular objective is electronic word of mouth (eWOM). The proliferation of internet and social media has made eWOM becomes highly significant in today’s marketing area. This thesis is focusing on determining the effectiveness of eWOM activity via Twitter that has been done by Bong Kopitown. Relevant data is collected through questioners that are been given to those people who have Twitter account and have been to Bong Kopitown at least once. In order to determine the validity and reliability of the questioners, validity and reliability tests are carried down with the help of 30 respondents to fill out the questioners. After that, 120 respondents are participating in the research and their answers are analyzed by EPIC Model. From the research, a conclusion is made that eWOM via Twitter that has been carried out by Bong Kopitown is effective in its function as a marketing tool. Specifically, four critical dimensions in the eWOM (empathy, persuasion, impact, communication) of Bong Kopitown achieve similar results, which are effective.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tjahjadi, AdrianUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangusong, Benedictus ArnoldUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: microblogging ; twitter ; electronic word of mouth ; bong kopitown ; internet ; effectiveness
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:05
Last Modified: 04 Oct 2018 07:05
URI: http://repository.uph.edu/id/eprint/1044

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