Pengaruh penerimaan informasi elektronik word of mouth berbasis video di tiktok terhadap minat beli generasi z di Kota Malang

Marta, Yunita Febby (2023) Pengaruh penerimaan informasi elektronik word of mouth berbasis video di tiktok terhadap minat beli generasi z di Kota Malang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era digital di mana teknologi telah berkembang pesat, Word of Mouth kini telah berevolusi menjadi Elektronik Word of Mouth. Internet telah menyediakan platform bagi konsumen untuk bertukar pendapat dan pengalaman mereka dengan audiens yang lebih besar dalam waktu yang sangat singkat. Video ulasan yang dapat disebut sebagai Elektronik Word of Mouth berbasis video ini memberikan informasi dan demonstrasi yang jelas terkait produk atau jasa dengan emosi yang lebih mendalam dibandingkan Elektronik Word of Mouth berbasis tulisan. Penelitian terdahulu yang membuktikan adanya pengaruh Elektronik Word of Mouth terhadap Minat Beli penelitian ini akan meneliti bagaimana pengaruh Elektronik Word of Mouth berbasis video di TikTok terhadap generasi Z di kota Malang. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif dengan metode survei. Data primer didapatkan melalui kuisioner yang didapat dengan menggunakan teknik non probabilitas.Didapati 100 responden yang merupakan bagian dari Generasi Z yang menggunakan aplikasi TikTok dan berdomisili di Kota Malang. Hasil penelitian menunjukkan Source Credibility, Message Credibility, Message Quality, Website Credibility, Receiver's Characteristics berpengaruh signifikan terhadap Minat Beli Transaksional, Referensial, Preferensial, dan Eksploratif./ In the digital era where technology has developed rapidly, Word of Mouth has now evolved into Electronic Word of Mouth. The internet has provided a platform for consumer to exchange their opinions and experiences with a larger audience in a very short time. Vide reviews, which can be referred as Video-based Electronic Word of Mouth provide a clear information and demonstrations regarding products or services with deeper emotions than Writing-based Electronic Word of Mouth. Previous studies have proved the influence of Electronic Word of Mouth on Purchase Intentions. This research will examine how the influence of Video-based Electronic Word of Mouth on TikTok has on Generation Z in Malang City. This research uses descriptive quantitative research with a survey method. Primary data was obtained using a non-probability technique. The 100 respondents that participate in this research were part of Generation Z who used TikTok application and are domiciled in Malang City. The results showed that Source Credibility, Message Credibility, Message Quality, Website Credibility, Receiver’s Characteristics had a significant effect on Transactional, Referential, Preferential, and Explorative Purchase Intentions.

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