PENGARUH KONTEN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KAIN BATIK (STUDI PADA AKUN INSTAGRAM @REMAJANUSANTARA_)

Muhammad Yusuf Rahul, . (2024) PENGARUH KONTEN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KAIN BATIK (STUDI PADA AKUN INSTAGRAM @REMAJANUSANTARA_). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study examines how followers of the Instagram account @remajanusantara_ respond to the purchase of batik fabric related to the content on the platform and electronic word-of-mouth (eWOM). Previous research highlights the significant impact of trustworthy, visually appealing, and reliable content and reviews on consumer purchasing behavior. In this study, 100 respondents aged 18 to 45 who actively interact with the account's content were surveyed using a quantitative approach. Purposive sampling ensured participants met the established criteria. Regression analysis shows that an increase in the quantity and quality of Instagram content and positive eWOM correlates with an increased intention to purchase batik fabric. The results indicate that both eWOM and Instagram content significantly influence purchase intentions, although the impact of eWOM is not as substantial as Instagram content. This study is based on source credibility theory, stating that audience acceptance and behavior are influenced by the perceived skills, reliability, and attractiveness of the communicator. In this context, the perceived credibility of the @remajanusantara_ account is enhanced by high-quality Instagram content and positive eWOM, which increase consumer purchase intentions. The study's findings suggest tactics for @remajanusantara_ to boost customer engagement and purchase intentions. These include making Instagram posts more visually appealing and informative, utilizing features like Stories, IGTV, and Reels, and encouraging positive eWOM through partnerships with influencers and customer reviews. These findings emphasize the importance of eWOM management and strategic content in social media marketing to influence consumer purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411053] [Pembimbing: Drina Intyaswati] [Penguji 1: Kusumajanti] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Instagram content, electronic word of mouth, purchase intention, batik fabric, social media marketing, @remajanusantara_
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MUHAMMAD YUSUF RAHUL
Date Deposited: 24 Aug 2024 02:25
Last Modified: 24 Aug 2024 02:25
URI: http://repository.upnvj.ac.id/id/eprint/31041

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