THE EFFECT OF ELECTRONIC WORD OF MOUTH SOCIAL MEDIA, YOUTUBE DURIAN TRAVELER ON INTEREST IN BUYING: STUDY ON DEVELOPMENT OF INFORMATION ADOPTION APPROACH

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UEU » Scientific Articles » Manajemen
Posted by [email protected] at 04/02/2021 23:04:49 • 666 Views

THE EFFECT OF ELECTRONIC WORD OF MOUTH SOCIAL MEDIA, YOUTUBE DURIAN TRAVELER ON INTEREST IN BUYING: STUDY ON DEVELOPMENT OF INFORMATION ADOPTION APPROACH

Created by :
Amar Nuriman Izudin ( none )
Endang Ruswanti Moehammad Unggul Januarko

Subject:	YOUTUBE MEDIA SOSIAL
Alt. Subject :	SOCIAL MEDIA
Keyword:	KEINGINAN MEMBELI

Alt. Description

Youtube has now created valuable social media opportunities in e-wom content. Individuals currently discuss products and other matters with their friends and new acquaintances in the media. The purpose of this study was to determine the effect of e-wom conversations on YouTube social media on consumer buying interest. The conceptual model was developed based on the Information Adoption Model (IAM) and Theory Reasoned Action (TRA) so that a new model of Information Acceptance Model (IACM) emerged. The research method used is quantitative research. The population of this research is youtube durian traveler followers using Puposive sampling technique so that the number of respondents is 200 people. Data analysis techniques using the Structural Equation Model (SEM) from the LISREL 9.3 device. The results showed that information quality, information credibility, needs of information, information usefulness, information adoption and attitude towards information influence consumer buying interest.

Date Create	:	04/02/2021
Type	:	Text
Format	:	pdf
Language	:	Indonesian
Identifier	:	UEU-Article-5_0626
Collection ID	:	5_0626

Source :
Artikel Conference SSBRN

Relation Collection:
Civitas Akademika Universitas Esa Unggul

Coverage :
Fakultas Ekonomi dan Bisnis

Rights :
@2021 Perpustakaan Universitas Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/the-effect-of-electronic-word-of-mouth-social-media-youtube-durian-traveler-on-interest-in-buying-study-on-development-of-information-adoption-approach-18095.html

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