MOTIVASI ANAK MUDA MELAKUKAN KOMUNIKASI ELECTRONIC WORD OF MOUTH (eWOM) MELALUI MEDIA SOSIAL (Studi pada Kalimilk Yogyakarta)

DEPI PUTRI MURSANTI, Rahayu, SIP., M.Si., MA.

2014 | Skripsi | Ilmu Komunikasi

Perusahaan memanfaatkan komunikasi word of mouth untuk kepentingan pemasaran produk dan layanan. Seiring berkembangnya teknologi, word of mouth tidak hanya dilakukan dengan cara bertemu langsung secara tatap muka. Komunikasi word of mouth dengan memanfaatkan teknologi ini sering disebut electronic word of mouth (eWOM). Komunikasi ini memanfaatkan media baru, seperti misalnya media sosial. Komunikasi eWOM banyak dilakukan konsumen, khususnya anak muda. Konsumen dapat berbagi pengalaman kepada orang lain mengenai aktivitas konsumsinya melalui media sosial. Tentuya terdapat motivasi yang mendorong konsumen melakukan komunikasi eWOM melalui media sosial. Penelitian mengenai motivasi konsumen melakukan komunikasi eWOM pernah dilakukan oleh Thorsten Hennig-Thurau, Kevin P. Gwinner, Gianfranco Walsh, dan Dwayne D. Gremler yang kemudian menjadi acuan penelitian ini yang berjudul “ElectronicWord-of-Mouth via Consumer Opinion Platforms: What Motivates Consumer to Articulate Themselves on The Internet”. Dalam penelitian ini, penulis ingin mengetahui motivasi konsumen terlibat komunikasi eWOM melalui media sosial. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan metode descriptive survey. Teknik pengumpulan data penelitian ini adalah kuesioner, wawancara, dan studi literatur. Dari penelitian ini, penulis menyimpulkan bahwa terdapat enam faktor yang memengaruhi anak muda melakukan komunikasi eWOM melalui media sosial yaitu social media assistance, venting negative feelings, self existence, expression of satisfaction, continuous improvement, dan economic incentives. Dari enam faktor yang ditemukan, faktor yang paling berpengaruh adalah social media assistance karena mampu menjelaskan 35,59% variasi keseluruhan jawaban dari responden.

Companies are now using word-of-mouth communication for the sake of product marketing and service. As technological development going well, word of mouth communication is not just by seeing people each other face to face. This kind of word of mouth communication is usually called electronic word of mouth (eWOM). This communication depends on new media. One of the example is social media. Electronic word of mouth communication are frequently used by customer, especially youth. In addition, customers are able to share experience to other people about their consumption actvities via social media. There are motivations that customer have while doing eWOM communication via social media. Former research about customer’s motivation doing eWOM has been initiated by Thorsten Hennig-Thurau, Kevin P. Gwinner, Gianfranco Walsh, dan Dwayne D. Gremler, as the fundamental of this research, titled “Electronic Word-of-Mouth via Consumer Opinion Platforms: What Motivates Consumer to Articulate Themselves on The Internet”. In this research, the writer needs to determine motivation of customer involved in eWOM communication via social media. This research is using quantitative technique with descriptive survey method. The data collection technique consist of questionaire, interviews, and literature study. From this research, the writer conclude that there are six factors influencing youths doing eWOM communication via social media; social media assistance, venting negative feelings, self existence, expression of satisfaction, continuous improvement, and economic incentives. From these exposed six factors, the most influencing factor is social media assistance because it can explain 35,59% of overall answers variation from respondents.

Kata Kunci : motivasi konsumen, anak muda, komunikasi electronic word of mouth, media sosial.