PENGARUH ELECTRONIC WORD OF MOUTH DAN PROMOSI MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS @MASA_KOPI

Muhammad Abraar Aldyandra Goni, . (2026) PENGARUH ELECTRONIC WORD OF MOUTH DAN PROMOSI MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS @MASA_KOPI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to test and examine the influence of electronic word of mouth on the purchasing decisions of @masa_kopi followers, the influence of promotions through Instagram on the purchasing decisions of @masa_kopi followers, and the simultaneous influence of electronic word of mouth and promotions through Instagram on the purchasing decisions of @masa_kopi followers. The theoretical basis applied in this study is the Elaboration Likelihood Model. Data were collected through questionnaires from 100 sample respondents with an explanatory quantitative approach and analysed using multiple linear regression analysis methods. With a determination coefficient of 0.856, electronic word of mouth and promotions through Instagram have an influence of 85.6% on purchasing decisions. The results of the study provide a conclusion that the purchasing decisions of @masa_kopi followers are positively and significantly influenced by electronic word of mouth, promotions through Instagram also positively and significantly influenced the purchasing decisions of @masa_kopi followers, and simultaneously the purchasing decisions of @masa_kopi followers are positively and significantly influenced by electronic word of mouth and promotions through Instagram.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411187] [Pembimbing: Machyudin Agung Harahap] [Penguji 1: Damayanti] [Penguji 2: Witanti Prihatiningsih]
Uncontrolled Keywords: Electronic Word of Mouth, Promotion, Instagram, Purchase Decision
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 ABRAAR ALDYANDRA GONI
Date Deposited: 08 Sep 2026 03:50
Last Modified: 08 Sep 2026 03:50
URI: http://repository.upnvj.ac.id/id/eprint/54251

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