Pengaruh Electronic Word Of Mouth (e-WOM) Negatif Terhadap Minat Beli Pada Followers Twitter "Es Teh Indonesia"

Widyaningsih, Rima and , Rona Rizkhy Bunga Chasana, S.I.Kom., M.A (2024) Pengaruh Electronic Word Of Mouth (e-WOM) Negatif Terhadap Minat Beli Pada Followers Twitter "Es Teh Indonesia". Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to assess the influence of negative electronic word of mouth (e-WOM) on the purchase intention of Twitter followers of Es Teh Indonesia. The adopted method is quantitative in nature. The sample was obtained through purposive sampling method, where the sample was selected based on specific considerations. The sample of this study consists of 100 respondents who are followers of Es Teh Indonesia on Twitter and reside in Surakarta, and have made purchases of the product more than once. Primary data was collected through online distribution of questionnaires using GoogleForm, while secondary data was collected from literature sources such as research journals, theses, books, and relevant articles from the internet. Data analysis was conducted using IBM SPSS version 27 software applying simple regression analysis techniques. The study found that negative e-WOM significantly influences the purchase intention of Twitter followers of Es Teh Indonesia. However, the impact is only 6.5%, which means that the majority of respondents (93.5%) still maintain purchase intention towards Es Teh Indonesia products despite negative reviews about the product.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Negative Electronic Word of Mouth, Es Teh Indonesia, Purchase Interest, Twitter.
Subjects: T Technology > TZ Technical Information
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: RIMA WIDYANINGSIH
Date Deposited: 06 Aug 2024 03:17
Last Modified: 06 Aug 2024 03:17
URI: http://eprints.ums.ac.id/id/eprint/125880

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