| NIM | C1B016014 |
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| Namamhs | AVIT KRISBIANTO |
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| Judul Artikel | PENGARUH DIMENSI ELECTRONIC WORD OF MOUTH (E-WOM) PADA MEDIA SOSIAL INSTAGRAM TERHADAP KESEDIAAN MEMBELI CHATIME |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabe Concern for The Others, Expressing Positive Feelings, Economic Incentives, Helping The Company, dan Platform Assistance terhadap sikap dan sikap (Y1) terhadap kesediaan membeli (Y2). Sampel dalam penelitian ini berjumlah 107 responden yang merupakan konsumen Chatime di Purwokerto. Metode pemilihan sampel dalam penelitian menggunakan metode purposive sampling. Data kemudian dianalisis dengan analisis regresi linier berganda dan analisis regresi linier sederhana. Hasil penelitian menunjukkan bahwa secara parsial Concern for The Others, Expressing Positive Feelings, Helping The Company, dan Platform Assistance berpengaruh pada sikap dan sikap berpengaruh pada kesediaan membeli. Sedangkan, variabel Economic Incentives tidak berpengaruh pada sikap. Model regresi linier berganda memiliki nilai koefisien determinasi adjusted r square sebesar 0,671 memiliki arti bahwa variabel Concern for The Others, Expressing Positive Feelings, Economic Incentives, Helping The Company, dan Platform Assistance mampu mempengaruhi sikap sebesar 67,1%, sedangkan sisanya sebesar 32,9% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Model regresi linier sederhana memiliki nilai koefisien determinasi adjusted r square sebesar 0,513 memiliki arti bahwa variabel sikap mampu mempengaruhi kesediaan membeli sebesar 51,3%, sedangkan sisanya sebesar 48,7% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Variabel dalam penelitian ini yang paling dominan yaitu Helping The Company. |
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| Abtrak (Bhs. Inggris) | The purpose of this study is to identify and analyze the effect of Concern for The Others, Expressing Positive Feelings, Economic Incentives, Helping The Company, dan Platform Assistance towards Attitudes and Attitudes (Y1) towards Willingness to Buy (Y2). The sample in this study is 107 respondents who are the customer of Chatime Purwokerto. The determination of the sample used purposive sampling method. The data was analyze using multiple regression analysis and simple regression analysis. The result of this study indicates that Concern for The Others, Expressing Positive Feelings, Helping The Company, dan Platform Assistance affects on Attitudes and Attitudes affects on Willingness to Buy. While, Economic Incentives have no affect on Attitudes. The multiple linear regression has a coefficient of determination R Square is 0,671, which means that Concern for The Others, Expressing Positive Feelings, Economic Incentives, Helping The Company, dan Platform Assistance are affects on Attitudes by 67,1%, while remaining 32,9% is affected by other variables that not examined in this study. The simple linear regression has a coefficient of determination R Square is 0,513, which means that Attitudes affects on Willingness to Buy by 51,3%, while remaining 48,7% is affected by other variables that not examined in this study. The most dominant influence variable in this study is Helping The Company. |
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| Kata kunci | : concern for the others expressing positive feelings, economic incentives, helping the company, platform assistance, sikap, kesediaan membeli |
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| Pembimbing 1 | Prof Dr. Pramono Hari Adi, M.S |
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| Pembimbing 2 | Dr. Refius Pradipta Setyanto, SE., Msi |
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| Pembimbing 3 | Dr. Lusi Suwandari, SE., M.Si |
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| Tahun | 2020 |
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| Jumlah Halaman | 23 |
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| Tgl. Entri | 2020-11-10 11:25:05.542607 |
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