PENGARUH ELECTRONIC WORD OF MOUTH PADA AKUN TWITTER @LITERARYBASE TERHADAP MINAT BELI LAYANAN GRAMEDIA DIGITAL: Telaah Persuasi Jalur Peripheral dan Central

Aisyah Annisa Rahmi, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH PADA AKUN TWITTER @LITERARYBASE TERHADAP MINAT BELI LAYANAN GRAMEDIA DIGITAL: Telaah Persuasi Jalur Peripheral dan Central. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The dissemination of electronic word of mouth (e-WOM) in Indonesia largely occurs through the social media platform Twitter. One commonly encountered form of e-WOM is related to Gramedia Digital's e-book services. This study was conducted to measure and explain the influence e-WOM on Twitter on the purchase intention for Gramedia Digital's e-book services among @literarybase followers. The theory used in this study is the Elaboration Likelihood Model, which assumes that individuals process persuasive messages in two different ways, either through the central route or the peripheral route. Using an explanatory quantitative method with primary data sources, questionnaire responses were collected from 257 respondents selected through purposive sampling techniques. Analyses including a normality test, coefficient of determination test, simple linear regression test, and hypothesis test were conducted to process the collected data. Results showed that e-WOM had an influence on the purchase intention for Gramedia Digital among @literarybase followers. Further analysis also indicated that @literarybase followers tend to use the peripheral route to process e-WOM messages rather than the central route.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411243] [Pembimbing: Ahmad Zakki Abdullah] [Penguji 1: Drina Intyaswati] [Penguji 2: Kumala Hayati]
Uncontrolled Keywords: Electronic Word of Mouth, Purchase Intention, Elaboration Likelihood Model
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: AISYAH ANNISA RAHMI
Date Deposited: 14 Mar 2025 07:10
Last Modified: 14 Mar 2025 07:10
URI: http://repository.upnvj.ac.id/id/eprint/35949

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