Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
The Adoption Of Electronic Word-Of-Mouth In Social Media Advertising Of Skincare Products In Youtube And Instagram Platform
Skripsi, 001 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2020-12-22 10:26:34
Oleh : Abdul Wahhab - 165264001 (abdul.wahhab.mpem416@polban.ac.id)
Dibuat : 2020-12-22, dengan 4 file
Keyword : social media, word-of-mouth, advertising, skincare, products
Social media is a popular means of sharing information in society. In its development, social media has become a reference for consumers to search for information related to the products they need. This is driven by the ease of access to information exchange provided by social media so that everyone can share information. However, the ease of exchanging this information sometimes makes consumers confused because of the large amount of information from fellow users or what is called electronic word of mouth (eWOM) that is spread. Therefore, this study analyzes the process of receiving consumer information on the eWOM they receive on social media using the information reception model introduced by Erkan and Evans by adding the quantity of information as the dependent variable related to the problem of information overload on social media which has a negative effect on interest. buy consumers. This research was conducted by comparing the acceptance of consumer information related to skincare products on social media using a sample of 273 YouTube users and 243 Instagram users. The data in this study were processed using the SmartPLS application for testing models and hypotheses. The results of this study indicate that quality, quantity, credibility and information needs are important factors that influence the benefits and attitudes of consumers towards the information they receive on social media. This study also explains that the quantity of information has a different effect on YouTube and Instagram, which makes companies need to optimize their social media so that consumers can more easily absorb product-related information.
Undergraduate Theses from JBPTPPOLBAN / 2020-12-22 10:26:34
Oleh : Abdul Wahhab - 165264001 (abdul.wahhab.mpem416@polban.ac.id)
Dibuat : 2020-12-22, dengan 4 file
Keyword : social media, word-of-mouth, advertising, skincare, products
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Deskripsi Alternatif :Social media is a popular means of sharing information in society. In its development, social media has become a reference for consumers to search for information related to the products they need. This is driven by the ease of access to information exchange provided by social media so that everyone can share information. However, the ease of exchanging this information sometimes makes consumers confused because of the large amount of information from fellow users or what is called electronic word of mouth (eWOM) that is spread. Therefore, this study analyzes the process of receiving consumer information on the eWOM they receive on social media using the information reception model introduced by Erkan and Evans by adding the quantity of information as the dependent variable related to the problem of information overload on social media which has a negative effect on interest. buy consumers. This research was conducted by comparing the acceptance of consumer information related to skincare products on social media using a sample of 273 YouTube users and 243 Instagram users. The data in this study were processed using the SmartPLS application for testing models and hypotheses. The results of this study indicate that quality, quantity, credibility and information needs are important factors that influence the benefits and attitudes of consumers towards the information they receive on social media. This study also explains that the quantity of information has a different effect on YouTube and Instagram, which makes companies need to optimize their social media so that consumers can more easily absorb product-related information.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor : Dr. Lusianus Kusdibyo, MBA.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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File : DIRECTORY - 165264001.pdf
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File : CHAPTER 2 - 165264001.pdf
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File : CHAPTER 5 - 165264001.pdf
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