Analisis e-wom di akun instagram @Bersuaka beserta para followers-nya dalam mempopulerkan budaya dan minat membaca

Tjitrahardja, Erick (2018) Analisis e-wom di akun instagram @Bersuaka beserta para followers-nya dalam mempopulerkan budaya dan minat membaca. Masters thesis, Universitas Pelita Harapan.

	Text (Title) ilovepdf_merged_watermark.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (10MB)
	Text (Abstract) abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (168kB)
	Text (ToC) toc.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (180kB)
	Text (Chapter 1) chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (224kB)
	Text (Chapter 2) chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (315kB)
	Text (Chapter 3) chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (463kB)
	Text (Chapter 4) chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (240kB)
	Text (Chapter 5) chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (608kB)
	Text (Chapter 6) chapter 6.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (201kB)
	Text (Bibliography) bibligraphy.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (203kB)
	Text (Appendices) appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (309kB)

Abstract

In this globalization era, various kinds of media are growing and moving very swiftly which can be indicated by the appearance of social media as the new media. Some organizations who run their business in the field of food & beverages use social media, one of them is Kedai Kopi Suaka(in the form of Instagram). The next step is Kedai Kopi Suaka use Instagram to popularized the culture and reading interest. The usage of this Instagram, Kedai Kopi Suaka @bersuaka implemented E-Word of Mouth (E-WOM) which how the process of delivering message through online platform so the message from Kedai Kopi Suaka could attract their Instagram followers and reproduce the message to another Instagram users. To know how the process of E-WOM, this research uses theories of message reception. This research also uses qualitative approach. Data collection is carried through documentation study of Kedai Kopi Suaka. Deep interview is collected from key informant of Kedai Kopi Suaka and some informants which separated into two groups. The research findings showed that E-WOM has a very complex process in popularizing culture and reading interest. / Di era globalisasi seperti saat ini, pertumbuhan berbagai macam media sangat pesat, yang ditandai dengan munculnya media-media baru seperti media sosial. Beberapa organisasi banyak menggunakan media sosial, salah satunya organisasi pelaku usaha di bidang food & beverages. Salah satu pelaku usaha di bidang makanan atau minuman yang juga menggunakan media sosial adalah Kedai Kopi Suaka dalam bentuk Instagram. Pada tahap selanjutnya, Kedai Kopi Suaka menggunakan Instagram untuk memopulerkan budaya dan minat membaca. Dalam penggunaan Instagram ini, Kedai Kopi Suaka @bersuaka mengimplementasikan sistem E-Word Of Mouth (E-WOM) yaitu bagaimana proses pesan yang disampaikan oleh Kedai Kopi Suaka mampu menarik para followers Instagram @bersuaka untuk mereproduksi pesan tersebut secara online kepada khalayak Instagram yang lainnya. Untuk mengetahui bagaimana rangkaian E-Word Of Mouth (E-WOM) tersebut berjalan, penelitian ini menggunakan teori penerimaan pesan. Penelitian ini juga menggunakan pendekatan kualitatif. Pengumpulan data dilakukan dengan studi dokumentasi beberapa file Kedai Kopi Suaka. Selain itu dilakukan wawancara mendalam kepada key informant dari Kedai Kopi Suaka dan beberapa informant yang dibagi dalam dua kelompok. Dari hasil penelitian, diketahui bahwa E-Word Of Mouth (E-WOM) ini memiliki proses yang sangat kompleks dalam memopulerkan budaya dan minat membaca.

Actions (login required)

View Item