Analisis Pengaruh Lingkungan Sosial Seorang Pengguna Aplikasi Travel Online untuk Melakukan Positive Ewom

Trisca, Vivian (2020) Analisis Pengaruh Lingkungan Sosial Seorang Pengguna Aplikasi Travel Online untuk Melakukan Positive Ewom. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Dewasa ini merencanakan sebuah perjalanan atau rencana memesan akomodasi sudah tidak perlu lagi datang ke toko offline. Seiring perkembangan teknologi digital yang berkembang pesat akhir-akhir ini telah menyediakan aplikasi online travel yang bertujuan untuk mempermudah calon konsumen untuk memesan apa yang mereka sedang butuhkan. Kemudahan yang ditawarkan oleh era teknologi digital ini tentunya tidak membatasi penukaran informasi antarpengguna aplikasi tersebut. Informasi yang diberikan baik pada platform aplikasi online travel atau pada sosial media pastinya menjadi faktor pembuat keputusan dalam melakukan pembelian atau keputusan untuk menggunakan platform online travel yang dikehendaki. Penelitian ini memberikan pemahaman yang mendalam tentang peran pengaruh sosial pada perilaku PeWOM pengguna komunitas online. Penelitian dilakukan dengan cara menyebarkan kuesioner kepada masyarakat kota Batam pengguna aplikasi online travel dan menggunakan model PLS untuk menganalisis data. Penelitian ini mengungkapkan bahwa interaksi dengan anggota lain dari komunitas online (Social Presence) adalah prediktor utama PeWOM. Social Identity adalah intervening antara Social Presence dan PeWOM. Interpersonal Influences memiliki peran penting sebagai variabel moderator, semakin besar dampak Interpersonal Influences, semakin kuat hubungan antara Social Presence dan PeWOM. Kata kunci: Sosial Media, eWOM, positif eWOM ********************************************************************** Nowadays, planning a trip or reserving accommodation is no longer requires us to visit the nearest offline shop. Along with the development of digital technology that is growing rapidly, online travel application that is meant to ease potential customers to order or book anything they need is now available at their service. The convenience offered by the era of this digital technology certainly does not limit the exchange of information between users of the mentioned application. The information offered to be it in the platform of online travel application or in social media definitely becomes the factor for decision-making in purchasing or deciding which online travel platform to use. This research is aimed to provide an in-depth understanding of the role of social influence on the behavior of PeWOM within users of the online community. The research is done through a questionnaire for Batam City residents, especially directed to users of online travel applications while also making use of a PLS model to analyze acquired data. The research also revealed that interaction with another member of the online community (Social Presence) becomes the main predictor of PeWOM. Social Identity is the intervening of Social Presence and PeWOM. Interpersonal Influences have a critical role as a moderator variable, the more significant the impact of Interpersonal Influences, the stronger the connection between Social Presence and PeWOM. Keywords: Social Media, eWOM, positive eWOM

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 22
Uncontrolled Keywords: Social Media, eWOM, positive eWOM
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 27 Apr 2020 08:44
Last Modified: 27 Apr 2020 08:44
URI: http://repository.uib.ac.id/id/eprint/2193

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