PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) PADA AKUN KULINER JAKARTA DI INSTAGRAM TERHADAP SIKAP KONSUMEN SERTA DAMPAKNYA PADA MINAT BELI KONSUMEN

ALMI SAPUTRI, MAYURI (2019) PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) PADA AKUN KULINER JAKARTA DI INSTAGRAM TERHADAP SIKAP KONSUMEN SERTA DAMPAKNYA PADA MINAT BELI KONSUMEN. Fakultas Ekonomi, Universitas Negeri Jakarta.

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Abstract

The purpose of this research are: 1) Knowing and explaining the positive influence of Electronic Word of Mouth Instagram on consumer attitudes to culinary accounts in Jakarta. 2) Knowing and explaining the positive influence of Electronic Word of Mouth Instagram on consumer buying interest in Jakarta culinary accounts. 3) Knowing and explaining the positive influence between consumer attitudes towards consumer buying interest in Jakarta culinary accounts. The objects of analysis of this research are 200 respondents who are using Instagram social media and are familiar with Jakarta culinary accounts on Instagram. The method of analysis uses Structural Equation Modeling (SEM) with SPSS and LISREL tools. Descriptive analysis explains that respondents using Instagram social media as a medium to find information about culinary in Jakarta through e-WOM Instagram, influence their attitude by utilizing this information as a reference before culinary tourism, resulting in interest in buying. The results of the hypothesis indicate: 1) e-WOM has an effect on buying interest of 84%, 2) e-WOM has an effect on attitude by 84%, 3) Attitudes influence buying interest by 35%.

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