Pengaruuh E-WOM Pada Akun Instagram "KULINERPKU" Terhadap Minat Beli

Indriyani, Nucke (2020) Pengaruuh E-WOM Pada Akun Instagram "KULINERPKU" Terhadap Minat Beli. Other thesis, Universitas Islam Riau.

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Abstract

The instagram account Kulinerpku is one of the acoount with culinary nuances aimed at providing treats and culinary reviews around the city of Pekanbaru as a reference for culinary attractions and this study aims to measure how much influence e-WOM has on the instagram account “Kulinerpku� on interests buy. The “Kulinerpku� instagram account wa chosen because it had the most followes among other culinary accounts and the respondents were chosen from the followers of the “Kulinerpku� instagram account itself. This study uses the CMC ( Computer Mediated Comunication) Theory which explains that communicating using computers involves people, certain contextx and situations and all media formation processes for specific purposes,communication processes involving computer media as a means of mediating between consumers and potential consumers, as a resulted in buying interesst. The approach used in this research is a quantitative approach. The sampel in this study were 100 respondents using probability sampling method. The research instrument used a questionnaire and processed data using spss for windws 22. Test the validity of the isntrument using correlations product moment, while the data reliability test used alpha cronbach wiht the help of simple linear regression and t test. The results of this study can be concluded that the electronic word of mouth (eWOM) on the instagram account “kulinerpku� has a significant efect on buying interest. Based on the calculation of the coefficient of determination (R2), it can be seen that the effect of the variabel electronic word of mouth on the instagram account “Kulinerpku�(X) on buying interest (Y) is 59,5%. While the remaining 40,5% is infuenced by factors not examined.

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