PENGARUH E-WOM (TWITTER) DAN IKLAN REKLAME TERHADAP MINAT BELI KONSUMEN PADA RESTORAN SOLARIA

FIRMANSYAH, MUHAMMAD (2015) PENGARUH E-WOM (TWITTER) DAN IKLAN REKLAME TERHADAP MINAT BELI KONSUMEN PADA RESTORAN SOLARIA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Muhammad Firmansyah, 2015; The Influence of E-WOM and Billboard towards Consumer’s Purchase Intention in Solaria Restaurant. Thesis, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purposes of this reserach are: 1. To notice the significant affect between eWOM (Twitter) toward consumer’s purchase intention in restaurant Solaria. 2. To notice the significant affect between billboard toward consumer’s purchase intention in restaurant Solaria. 3. To notice the significant affect of e-WOM and billboards together towards consumer’s purchase intention in restaurant Solaria. This research uses quantitative method multiple regression analysis technique, and a data analysis tools used SPSS. The results of examine hypothesis showed that: 1. There is significant affect between e-wom (twitter) toward consumer’s purchase intention in restaurant Solaria, with the significant value 0,000 and Tvalue 3,085. 2. There is no significant affect between billboard advertising consumer’s purchase intention in restaurant Solaria, with the significant value 0,573 and Tvalue 0,565. 3. e-wom and advertising billboards together significantly influencing consumer’s purchase intention in restaurant Solaria, with the significant value 0,005 and Fvalue 5,551. Keywords: E-WOM, Twitter, billboards, purchase intention.

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