PERANAN ELECTRONIC WORD-OF-MOUTH TERHADAP MINAT BELI FOLLOWERS INSTAGRAM KURNIA TOUR AND TRAVEL CIANJUR JAWA BARAT

Zaila Zilda, Zaila Zilda (2022) PERANAN ELECTRONIC WORD-OF-MOUTH TERHADAP MINAT BELI FOLLOWERS INSTAGRAM KURNIA TOUR AND TRAVEL CIANJUR JAWA BARAT. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The large demand from tourists makes the travel business more widespread, therefore the competition is getting tougher, especially with the advancement of the internet, especially in Indonesia. The rise of social media users is one proof of the development of information technology, where someone can share experiences about products or services, give reviews and interact with fellow social media users. This form of communication is known as Electronic Word-Of-Mouth (eWOM). Kurnia Tour and Travel is a travel business that uses electronic word-of�mouth (eWOM) as its promotional media. This study aims to determine the role of eWOM on buying interest in followers of Kurnia Tour and Travel. The type of research used is descriptive quantitative research. The study was conducted on 100 respondents who are followers of Kurnia Tour and Travel by using non-probability sampling technique through purposive sampling. Based on the results of data processing, the variable eWOM (X) with the Intensity has the highest score, then the buying interest variable (Y) Interest has the highest score. So the test results show that eWOM plays a role in buying interest in followers of Kurnia Tour and Travel.

Item Type:	Thesis (D4)
Uncontrolled Keywords:	Electronic Word-Of-Mouth, Buying Interest, Social Media, Travel Business
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HF5410-5417.5 Marketing, Distribution of Product
Divisions:	Jurusan Perjalanan > D4 Manajemen Bisnis Perjalanan
Depositing User:	M. Abdul Rosad
Date Deposited:	07 Nov 2022 09:08
Last Modified:	21 Nov 2022 05:35
URI:	http://repository.poltekpar-nhi.ac.id/id/eprint/1477

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