| dc.contributor |
|
|
| dc.contributor |
|
|
| dc.creator |
Amelia, Amelia |
|
| dc.creator |
Sofyan, Aning |
|
| dc.date |
2017-08-10 |
|
| dc.date.accessioned |
2019-09-12T05:43:08Z |
|
| dc.date.available |
2019-09-12T05:43:08Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7331 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/24320 |
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| dc.description |
My Rubylicious is a women's fashion retailer. My Rubylicious uses social media Instagram as primary or primary media to market its products to colon consumers and consumers. With this media hope Through social media Instagram My Rubylicious is expected to establish brand awareness of the audience by using the theory of electronic word of mouth in which the stimulus is the intensity, valence of opinion and content. So it can support My Rubylicious activities in promoting their products. Based on the phenomenon, the purpose of this research is to find out how big the relationship between intensity, valence of opinion and electronic word of mouth content of Istagram media with the buying interest of consumers My Rubylicous Bandung. The method used is correlation, by conducting field data collection through questionnaires supported by observation and interviews that tested the validity and reliability. The sample in this research is My Rubylicious consumer in Bandung as many as 100 respondents, with sample determination based on technique of semple actidenttal sampeling. Data processing technique using Spearman rank correlation analysis method through SPSS Windows 24 software. The results of hypothesis testing shows there is a strong relationship between the intensity of electronic word of mouth with buying interest. Strong relationship between valence of opinion electronic word of mouth with buying interest. Strong relationship between electronic word of mouth content with buying interest. In conclusion can be drawn there is a strong relationship between electronic word of mouth with buying interest. |
|
| dc.description |
My Rubylicious merupakan ritel fashion khusus perempuan. My Rubylicious menggunkan media sosial Instagram sebagai media utama atau primer untuk memasarkan produknya kepada colon konsumen maupun konsumen.. Dengan media ini berharap Melalui media sosial Instagram My Rubylicious diharapkan dapat membentuk kesadaran merek dari khalayak dengan menggunakan teori electronic word of mouth di mana yang menjadi stimulus adalah intensity, valence of opinion dan content. Sehingga dapat menunjang aktivitas My Rubylicious dalam mempromosikan produknya. Berdasarkan fenomena tersebut, maka tujuan dari penelitian in adalah untuk mengetahui seberapa besar hubungan antara intensity, valence of opinion dan content electronic word of mouth sosial media Istagram dengan minat beli konsumen My Rubylicious Bandung. Metode yang digunakan adalah korelasional, dengan melakukan pengumpulan data lapangan melalui penyebaran angket yang ditunjang oleh observasi dan wawancara yang teruji validitas dan realibiltasnya. Sampel dalam penelitian ini adalah konsumen My Rubylicious di Bandung sebanyak 100 responden, dengan penentuan sampel berdasarkan teknik semple actidenttal sampeling. Teknik pengolahan data menggunakan metode analisa korelasi rank spearman melalui software SPSS Windows 24. Hasil pengujian hipotesis menunjukan terdapat hubungan yang kuat antara intensity electronic word of mouth dengan minat beli. Hubungan yang cukup kuat antara valence of opinion electronic word of mouth dengan minat beli. Hubungan yang kuat antara content electronic word of mouth dengan minat beli. Secara kesimpulan dapat ditarik terdapat hubungan yang kuat antara electronic word of mouth dengan minat beli. |
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| dc.format |
application/pdf |
|
| dc.language |
ind |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7331/pdf |
|
| dc.rights |
Copyright (c) 2017 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 563-569 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 563-569 |
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| dc.source |
2460-6537 |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Instagram, Electrinic Word of Mouth, Buy Interest, Relationship |
|
| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Instagram, Electrinic Word of Mouth, Minat Beli, Hubungan |
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| dc.title |
Relationship between Electronic Word of Mouth with Consumer Buying Interest |
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| dc.title |
Hubungan antara Elecronic Word of Mouth dengan Minat Beli Konsumen |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kuantitatif |
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| dc.type |
Metode Kuantitatif |
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