Analisis Faktor-Faktor yang Memengaruhi Adopsi Electronic Word of Mouth di Media Sosial serta Pengaruhnya terhadap Brand Awareness, Brand Image, dan Purchase Intention pada Domain .id = Analyzing Factors Affecting Electronic Word of Mouth Adoption on Social Media and Its Effects on Brand Awareness, Brand Image, and Purchase Intention of .id Domain
| Main Authors: | Mieke Eka Putri, author, Add author: Yudho Giri Sucahyo, supervisor, Add author: Putu Wuri Handayani, examiner, Add author: Muhammad Rifki Shihab, examiner |
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| Format: | Bachelors |
| Terbitan: |
Fakultas Ilmu Komputer Universitas Indonesia
, 2020
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| Subjects: | |
| Online Access: |
https://lib.ui.ac.id/detail?id=20511308 |
Daftar Isi:
- <div class="page" title="Page 8"><div class="layoutArea"><div class="column"><p><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">Domain .id adalah nama unik yang diberikan untuk mengidentifikasi individu personal atau institusi baik privat maupun publik di Internet dari Indonesia. Berdasarkan data dari Pengelola Nama Domain Internet Indonesia (PANDI) selaku registri dari domain .id, sampai akhir tahun 2018, jumlah registran domain .id berada di bawah target satu juta registran yang diharapkan Kementrian Komunikasi dan Informatika. Saat ini PANDI sedang fokus untuk meningkatkan diadopsinya </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">Electronic Word of Mouth </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">(eWOM) mengenai domain .id di media sosial sebagai salah satu strategi pemasaran digital domain .id. Oleh karena itu pada karya akhir ini dilakukan penelitian untuk mengetahui faktor-faktor apa yang memengaruhi adopsi eWOM terkait domain .id serta menganalisis apakah diadopsinya domain .id dapat memengaruhi </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">brand awareness, brand image, </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">serta </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">purchase intention domain .id. </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">Penelitian ini menggunakan model penelitian gabungan dari beberapa penelitian terdahulu. Pengumpulan data dilakukan dengan menyebarkan survei kuesioner </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">online</span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">. Pengolahan data dilakukan dengan menggunakan PLS-SEM. Berdasarkan hasil uji hipotesis terkait faktor yang memengaruhi diadopsinya eWOM, </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">source credibility </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">memengaruhi kredibilitas informasi dan kredibilitas informasi memengaruhi diadopsinya eWOM mengenai domain .id di media sosial. Selain itu, eWOM memengaruhi </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">brand awareness, brand image</span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">, dan sikap seseorang terhadap domain .id. Sikap seseorang terhadap domain .id memengaruhi secara positif </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman,Italic'">purchase intention </span><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">domain .id. </span></p></div></div></div><p> </p><hr /><div class="page" title="Page 9"><div class="layoutArea"><div class="column"><p><span style="font-size: 12.000000pt; font-family: 'Times New Roman'">Domain .id is a unique name given to identify private individuals or institutions both private and public on the internet from Indonesia. Based on data from the Indonesian Internet Domain Name Manager (PANDI) as the registry of the .id domain, until the end of 2018, the number of .id domain registrants was below the target expected by the Ministry of Communication and Information. PANDI is focusing on increasing the adoption of Electronic Word of Mouth (eWOM) regarding .id domains on social media. This research is carried out to find out what factors influence the adoption of eWOM related to the .id domain and analyze whether the adoption of the .id domain can affect brand awareness, brand image, and purchase intention of the .id domain. Data collection is carried out by distributing online questionnaire surveys then processed by using PLS- SEM. The results of this research are that source credibility influences information credibility and information credibility influences the adoption of eWOM regarding .id domains on social media. In addition, eWOM affects one's brand awareness, brand image, and attitude towards the .id domain. A person's attitude towards the .id domain positively influences the purchase intention of the .id domain. </span></p></div></div></div><p> </p>