ANALISIS PENGARUH STRATEGI PROMOSI E-WOM TERHADAP KEPUTUSAN PEMBELIAN TIKET KONSER (STUDI KASUS: PENONTON MOTION IME FESTIVAL 2024)

RAIHANA HAFIDZAH JUMARTIN, . (2025) ANALISIS PENGARUH STRATEGI PROMOSI E-WOM TERHADAP KEPUTUSAN PEMBELIAN TIKET KONSER (STUDI KASUS: PENONTON MOTION IME FESTIVAL 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Saat ini E-WOM (Electronic Word Of Mouth) menjadi salah satu proses promosi yang efektif untuk menjangkau target pasar yang baru. Berbentuk ulasan, opini, intensitas yang disajikan dalam media sosial menjadikan suatu cara promosi yang dilakukan dengan pengeluaran yang minim, namun memiliki dampak yang besar dalam keputusan pembelian. Salah satunya pada konser Motion Ime Festival 2024. Hal tersebut, menimbulkan adanya masalah yang diuji dalam penelitian ini, yaitu apakah E-WOM (Electronic Word Of Mouth) memiliki pengaruh terhadap keputusan pembelian tiket konser Motion Ime Festival 2024. Selain itu, melihat seberapa jauh efektivitas E-WOM (Electronic Word Of Mouth) dalam meningkatkan keputusan pembelian. Penelitian ini menggunakan metode kuantitatif deskriptif dengan melakukan pengujian kepada 70 responden yang pernah menonton Motion Ime Festival 2024 dengan pengolahan data menggunakan software SPSS versi 26. Hasil dari penelitian ini didapatkan bahwa E-WOM (Electronic Word Of Mouth) memiliki pengaruh secara positif dan signifikan terhadap keputusan pembelian melalui uji t sebesar 7,849 dan E-WOM (Electronic Word Of Mouth) memiliki efektivitas yang tinggi dalam menentukan suatu keputusan pembelian dengan melalui hasil uji R Square sebesar 78,4%. Kata kunci: E-WOM; Keputusan Pembelian; Motion Ime Festival 2024 **** ABSTRACT Currently, E-WOM (Electronic Word Of Mouth) is an effective promotional process to reach new target markets. In the form of reviews, opinions, the intensity presented in social media makes it a way of promotion that is carried out with minimal expenditure, but has a big impact on purchasing decisions. One of them is the Motion Ime Festival 2024 concert. This raises the problem tested in this study, namely whether E-WOM (Electronic Word Of Mouth) has an influence on the decision to purchase tickets for the Motion Ime Festival 2024 concert. In addition, see how far the effectiveness of E-WOM (Electronic Word Of Mouth) in increasing purchasing decisions. This study uses a descriptive quantitative method by testing 70 respondents who have watched the Motion Ime Festival 2024 with data processing using SPSS software version 26. The results of this study found that EWOM (Electronic Word Of Mouth) has a positive and significant influence on purchasing decisions through the t test of 7.849 and E-WOM (Electronic Word Of Mouth) has a high effectiveness in determining a purchasing decision through the R Square test results of 78.4%. Keywords: E-WOM; Purchase Decision; Motion Ime Festival 2024

Item Type: Thesis (Sarjana)
Subjects: Ilmu Sosial > Pariwisata
Divisions: FIS > D IV Usaha Perjalanan Wisata
Depositing User: Raihana Hafidzah Jumartin .
Date Deposited: 06 Aug 2025 03:16
Last Modified: 06 Aug 2025 03:16
URI: http://repository.unj.ac.id/id/eprint/58252

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