Implementasi electronic word of mouth (e-wom) scarlett whitening di instagram

Cecilia, Marcella (2023) Implementasi electronic word of mouth (e-wom) scarlett whitening di instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Era globalisasi telah membuat manusia tidak dapat lepas dari teknologi informasi yang bernama internet. Awalnya, manusia menggunakan internet hanya untuk alat bertukar informasi sekarang manusia menggunakan internet untuk melakukan kegiatan dagang atau jual beli. Teknologi internet yang semakin berkembang mengubah istilah Word of Mouth berubah menjadi Electronic Word of Mouth. E-WOM bisa berdampak positif dan juga negatif, tergantung bagaimana pesan yang diterima baik atau buruk. Jika E-WOM tentang produk yang disampaikan positif maka dapat mempengaruhi peningkatan pada penjualan, karena E-WOM tersebut merupakan bentuk mempromosikan produk secara tidak langsung. Penelitian ini menggunakan metode kualitatif dengan memilih informan untuk sumber data, kualitas data, menganalisis data, dan membuat kesimpulan. Sumber data primer yang diambil pada penelitian ini adalah hasil wawancara informan yang menggunakan produk Scarlett Whitening dan terlibat dalam proses Electronic Word of Mouth. Peneliti menambahkan data sekunder melalui observasi yang didapatkan dari Instagram @scarlett_whitening. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth yang diterima oleh konsumen Scarlett Whitening dapat mempengaruhi keputusan konsumen untuk membeli produk atau tidak, tergantung dari Electronic Word of Mouth yang diterima positif atau negatif. Brand awareness Scarlett Whitening akan terbentuk dengan adanya Electronic Word Of Mouth dari konsumen kepada konsumen lainnya. / The era of globalization has made humans inseparable from information technology called the internet. Initially, people used the internet only as a means of exchanging information, now people use the internet to do business or buy and sell activities. The growing internet technology has changed the concept of Word of Mouth to Electronic Word of Mouth. E-WOM can be positive and negative, depending on whether the message received is good or bad. If the E-WOM about the product is positive, it can have an impact on increasing the sales, because E-WOM is a manifestation indirectly promote the product. This research uses a qualitative method by selecting informants for data sources, data quality, analyzing data, and making conclusions. The primary data sources collected in this research are the interviews of informants who use Scarlett Whitening products and are involved a process of Electronic Word of Mouth. Researchers added secondary data from observations obtained from Instagram @scarlett_whitening. The results showed that the Electronic Word of Mouth received by Scarlett Whitening consumers can influence consumer decisions to buy products or not, it depends on the Electronic Word of Mouth received positive or negative. Scarlett Whitening's brand awareness will be created by the Electronic Word Of Mouth from consumers to other consumers.

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