Pengaruh Electronic Word of Mouth Terkait Konten Berita TV One di Youtube terhadap Perilaku Boikot Produk Pro-Israel Dikalangan Gen Z

Azizah, Lutfiana Nur and , Dr. Dian Purworini, S.Sos., M.M (2025) Pengaruh Electronic Word of Mouth Terkait Konten Berita TV One di Youtube terhadap Perilaku Boikot Produk Pro-Israel Dikalangan Gen Z. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Electronic word of mouth in online comments is a power that can influence a person’s attitudes, behavior and opinions and convince someone, one example is comments on TV One news content about calls for product boycotts. Based on these facts, researchers want to examine the influence of electronic word of mouth regarding the behaviour of boycotting pro-Israel products in generation Z. this research uses the S-O-R theory, which is a theory that provides an explanation of the relationship between effects that arise due to a stimulus. The method used in this research is an explanatory quantitative approach which aims to test and provide an explanation of the relationship (causal) between variables, by collecting data using a Google Form questionnaire. This research took a population of YouTube users and Generation Z. From the results of data analysis tests using regression, it was found that electronic word of mouth had a positive influence on the behaviour of boycotting pro-Israel products and had an influence of 61,8% while the remaining 39,2% was influenced by other variables.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Electronis Word Of Mouth, Boycot Behavior, Theory Of SOR (Stimulus-Organism-Respons)
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	LUTFIANA NUR AZIZAH
Date Deposited:	15 Feb 2025 03:18
Last Modified:	18 Mar 2025 08:45
URI:	http://eprints.ums.ac.id/id/eprint/132402

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