PENGARUH EMOTIONAL RESPONSE DAN COGNITIVE RESPONSETERHADAP WORD OF MOUTH INTENTION DENGANSATISFACTION SEBAGAI VARIABEL MEDIASIPADA MAHASISWAPENGGUNA INSTAGRAMDI FAKULTAS EKONOMI UNIVERSITAS SYIAH KUALA | ELECTRONIC THESES AND DISSERTATION

Electronic Theses and Dissertation

Universitas Syiah Kuala

   

PENGARUH EMOTIONAL RESPONSE DAN COGNITIVE RESPONSETERHADAP WORD OF MOUTH INTENTION DENGANSATISFACTION SEBAGAI VARIABEL MEDIASIPADA MAHASISWAPENGGUNA INSTAGRAMDI FAKULTAS EKONOMI UNIVERSITAS SYIAH KUALA


Pengarang

Intan Farahdiba - Personal Name;

Dosen Pembimbing



Nomor Pokok Mahasiswa

1101102010112

Fakultas & Prodi

Fakultas Ekonomi dan Bisnis / Manajemen (S1) / PDDIKTI : 61201

Subject
-
Kata Kunci
-
Penerbit

Banda Aceh : Universitas Syiah Kuala., 2016

Bahasa

Indonesia

No Classification

-

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ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh emotional response dan cognitive response terhadap word of mouth intention mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala dengan satisfaction sebagai variabel mediasi. Sampel yang digunakan dalam penelitian ini adalah mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala. Peralatan pengumpulan data yang digunakan adalah snowball sampling. Sebanyak 100 kuesioner dapat terkumpulkan. Hierarchical Linear Modeling (HLM) digunakan sebagai metode analisis untuk mengetahui pengaruh semua variabel-variabel yang terlibat. Hasil penelitian menunjukkan: 1) Emotional Response berpengaruh signifikan terhadap Word of Mouth Intention pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala. 2) Cognitive Response berpengaruh signifikan terhadap Word of Mouth Intention pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala. 3) Emotional Response berpengaruh signifikan terhadap Satisfaction pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala . 4) Cognitive Response berpengaruh signifikan terhadap Satisfaction pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah. 5) Satisfaction berpengaruh signifikan terhadap Word of Mouth Intention pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala. 6) Satisfaction memediasi secara parsial pengaruh Emotional Response terhadap Word of Mouth Intention pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala. 7) Satisfaction memediasi secara parsial pengaruh Cognitive Response terhadap Word of Mouth Intention pada Mahasiswa pengguna instagram di Fakultas Ekonomi Universitas Syiah Kuala.

Kata kunci: Emotional Response, Cognitive Response, Satisfaction, dan Word of Mouth Intention.
















ABSTRACT

This research aimed to measure the effect of emotional response and cognitive response to word of mouth intention of student that used instagram in Economic Faculty of Syiah Kuala University with satisfaction as mediating variable. The sample used in this research are student that used instagram in Economic Faculty of Syiah Kuala University. Snowball sampling was used as sampling technique. As much of 100 questionnaires could be collected. Hierarchical Linear Modeling (HLM) was used as a method of analysis to determine the effect of all variables involved in this research. The results are follows: 1) Emotional Response significantly effect to Word of Mouth Intention of student that used instagram in Economic Faculty of Syiah Kuala University . 2) Cognitive Response significantly effect to Word of Mouth Intention of student that used instagram in Economic Faculty of Syiah Kuala University. 3) Emotional Response significantly effect to Satisfaction of student that used instagram in Economic Faculty of Syiah Kuala University. 4) Cognitive Response significantly effect to Satisfaction of student that used instagram in Economic Faculty of Syiah Kuala University. 5) Satisfaction significantly effect to Word of Mouth Intention of student that used instagram in Economic Faculty of Syiah Kuala University. 6) Satisfaction has partially mediated the effect of Emotional Response to Word of Mouth Intention of student that used instagram in Economic Faculty of Syiah Kuala University. 7) Satisfaction has partially mediated the effect of Word of Mouth Intention of student that used instagram in Economic Faculty of Syiah Kuala University.
Keywords: Emotional Response, Cognitive Response, Satisfaction, Word of Mouth Intention.

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