FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP MINAT BELI FOLLOWERS PADA AKUN INSTAGRAM @kulinerdiSolo

PRABOWO, ARDI PUNTO (2017) FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP MINAT BELI FOLLOWERS PADA AKUN INSTAGRAM @kulinerdiSolo. Other thesis, Universitas Sebelas Maret.

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    Abstract

    FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP MINAT BELI FOLLOWERS PADA AKUN INSTAGRAM @kulinerdiSolo (Studi Analisis Structural Equational Modelling Pengaruh Faktor-faktor Awareness, Electronic Word Of Mouth (E-WOM), Interactive Communication, Photo, Discount, Information, Trustworthiness, Usage, Satisfaction Toward Information, dan Satisfaction Toward Experience Terhadap Minat Beli Followers Akun Instagram @kulinerdiSolo) Ardi Punto Prabowo Diah Kusumawati Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sebelas Maret Surakarta Abstract Instagram or in short IG is a social media which is a media for photo enthusiasts or photography practitioners. @kulinerdiSolo is Instagram account that acts as influencer in culinary field in Solo City. This account has an important role in helping the promotion of a restaurant. This research explains what factors need to be noticed @kulinerdiSolo as influencer account in influencing the purchase intention from its followers. In this research, purchase intention is influenced by awareness (Aaker, 1996), Electronic Word of Mouth (E-WOM) (Jalilvan and Samiei, 2012), Interactive Communication (Lillyana, Marta and Luis, 2016), Photo (Shimp, 2003) , Discount (Canon Et, Al., 2008), Information (Ludenberg & Ena, 2016), Trustworthiness (Chong, Yang, & Wong, 2009), Usage (Farris et al., 2006), Satisfaction toward information (Yamit, 2004) And Satisfaction toward experience (Yamit, 2004). Respondents in this study were respondents who became Culinary IG followers in Solo with a total of 109 respondents. Data analysis method using Structural Equation Modeling (SEM), because the purpose of this research is to see the influence of all latent variables and indicators simultaneously in influencing purchase intention. The results showed that the model of purchase intention fit with the value of RMSEA 0.000 and P-value 0.97904. This means that this model can explain about the effect of simultaneously Awareness factor, Electronic Word of Mouth (E-WOM), Interactive Communication, Photo, Discount, Information, Trustworthiness, Usage, Satisfaction toward information, and Satisfaction toward experience to purchase intention and can be used as reference of similar research about the model of factors that affect purchase intention. Keywords: Social Media, Awareness, Electronic Word of Mouth (E-WOM), Interactive Communication, Photo, Discount, Information, Trustworthiness, Usage, Satisfaction toward information, Satisfaction toward experience, Purchase Intention

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HT Communities. Classes. Races
    Divisions: Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Wahyu Trianingsih
    Date Deposited: 13 Dec 2017 00:26
    Last Modified: 13 Dec 2017 00:26
    URI: https://eprints.uns.ac.id/id/eprint/37244

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