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UEU » Scientific Articles » Manajemen Posted by [email protected] at 04/02/2021 23:04:49 • 774 Views
THE EFFECT OF ELECTRONIC WORD OF MOUTH SOCIAL MEDIA, YOUTUBE DURIAN TRAVELER ON INTEREST IN BUYING: STUDY ON DEVELOPMENT OF INFORMATION ADOPTION APPROACHCreated 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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