Image of HUBUNGAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA FOLLOWERS INSTAGRAM @PLGFOODIES

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HUBUNGAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA FOLLOWERS INSTAGRAM @PLGFOODIES

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Communication and information technology are developing rapidly, making word-of-mouth communication also change, which is referred to as "electronic word-of-mouth communication," which can be done via the internet with a wider scope. One of the Instagram accounts that carries out electronic word-of-mouth activities is Instagram's @plgfoodies, which provides recommendations and reviews about food products. This study aims to determine whether there is a relationship between electronic word of mouth and purchase intention among Instagram followers (@plgfoodies). Data obtained through the distribution of questionnaires and a literature study. The method used is quantitative with Spearman's rank correlation test and the chi-square test. The results of this study indicate that there is a relationship between electronic word of mouth and purchase intention, with a result of 0.000 < 0.05 and a correlation coefficient value of +0.565, which means there is a strong correlation. Then the results of the chi-square test show that there is one respondent characteristic that is significantly associated with buying interest, namely respondents with age characteristics, with a result of 0.003.

Availability
Inventory Code Barcode Call Number Location Status
2307002038T91814T918142023Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T918142023
Publisher
Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xvii, 78 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.237
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Jurusan Ilmu Komunikasi
Media Komunikasi, Media Massa
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

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