Artikel Ilmiah : C1H019001 a.n. DIKA RIZQI FAJRIANSYAH
| NIM | C1H019001 |
|---|---|
| Namamhs | DIKA RIZQI FAJRIANSYAH |
| Judul Artikel | THE EFFECT OF PERCEIVED SERVICE INNOVATION AND CONTENT MARKETING TO PURCHASE INTENTION WITH ELECTRONIC WORD OF MOUTH (E-WOM) AS MEDIATING VARIABLE (Study on Vidio User) |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui pengaruh: (1) Perceived service Innovation terhadap niat pembelian Vidio, (2) Content marketing terhadap niat pembelian Vidio, (3) Perceived service Innovation pada e-WOM Vidio, (4) Content Marketing pada e-WOM Vidio, (5) e-WOM terhadap niat pembelian Vidio, (6) Pengaruh mediasi E-WOM antara persepsi inovasi layanan terhadap niat pembelian Vidio, (7) Pengaruh mediasi e-WOM antara konten pemasaran terhadap niat pembelian Vidio. Penelitian ini termasuk penelitian kuantitatif. Populasi dalam penelitian ini adalah pengguna Vidio. Sampel yang digunakan adalah purposive sampling dengan kriteria usia minimal 18 tahun. Responden dalam penelitian berjumlah 196 pengguna Vidio yang memenuhi kriteria. Berdasarkan hasil penelitian dan analisis yang dilakukan dengan menggunakan bantuan SEM menunjukkan bahwa: (1) Perceived service Innovation berpengaruh positif terhadap minat beli Vidio, (2) Content marketing berpengaruh positif terhadap niat beli Vidio, (3 ) Perceived service Innovation tidak berpengaruh terhadap e-WOM Vidio, (4) Content marketing berpengaruh positif terhadap e-WOM Vidio, (5) e-WOM berpengaruh positif terhadap minat beli Vidio, (6) e -WOM tidak memediasi pengaruh persepsi inovasi layanan terhadap niat beli Vidio, (7) e-WOM tidak memediasi pengaruh pemasaran konten terhadap niat beli Vidio. Vidio diharapkan dapat memberikan layanan inovatif yang dapat memberikan keunggulan dibandingkan kompetitor sehingga pengguna dapat berbagi pengalaman menggunakan Vidio di media sosial. |
| Abtrak (Bhs. Inggris) | This study aims to determine the effect of: (1) Perceived service innovation towards purchase intention of Vidio, (2) Content marketing towards purchase intention of Vidio, (3) Perceived service innovation on e-WOM of Vidio, (4) Content Marketing on e-WOM of Vidio, (5) e-WOM on purchase intention Vidio, (6) The effect of E-WOM mediation between perceived service innovation on purchase intention of Vidio, (7) The effect of e-WOM mediation between content marketing on purchase intention of Vidio. This research includes quantitative research. The population in the study was Vidio user. The sample used was purposive sampling with age criteria at least 18 years old. Respondents in the study were 196 Vidio user who met the criteria. Based on the results of research and analysis conducted using the help of SEM shows that: (1) Perceived service innovation has a positive effect on purchase intention of Vidio, (2) Content marketing has a positive effect on purchase intention of Vidio, (3) Perceived service innovation has no effect on e-WOM of Vidio, (4) Content marketing has a positive effect on e-WOM of Vidio, (5) e-WOM has a positive effect on purchase intention of Vidio, (6) e-WOM does not mediate the influence of perceived service innovation on purchase intention of Vidio, (7) e-WOM does not mediate the influence of content marketing on purchase intention of Vidio. Vidio is expected to provide innovative services that can provide advantages over competitors so that users can share their experiences using Vidio on social media. |
| Kata kunci | Perceived Service Innovation, Content Marketing, E-WOM, Purchase Intention |
| Pembimbing 1 | Prof. Dr. Pramono Hari Adi, MS |
| Pembimbing 2 | Monica Rosiana, S.E., M.Si |
| Pembimbing 3 | |
| Tahun | 2024 |
| Jumlah Halaman | 16 |
| Tgl. Entri | 2024-03-25 14:24:17.114167 |