ANALISIS ISI PESAN ELECTRONIC WORD-OF-MOUTH MENGENAI PRODUK TELEPON SELULER DALAM FORUM DISKUSI ONLINE “KASKUS”

Putra, Trisna Pradita (2013) ANALISIS ISI PESAN ELECTRONIC WORD-OF-MOUTH MENGENAI PRODUK TELEPON SELULER DALAM FORUM DISKUSI ONLINE “KASKUS”. S2 thesis, UAJY.

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Abstract

TThis research is purposed to identifying the content message of Electronic Word of Mouth (e-WOM) about mobile phone in Kaskus online discussion forum. Through the grouping of e-WOM content message. There is expected this research could presenting practical recomendation for mobile phone’s producer, distributor, and consumers for employing this e-WOM’s message. This is important because e-WOM’s message is data source that ease to accesed, it is clostless in order to achieved it, and able to presenting newest information. This is a qualitative content analysis characterized explorative descriptive. The data is collected and analyzed is originated from conversation record among consumers in the thread “Tanya Jawab, Komparasi, Konsultasi Sebelum Membeli dan Tips ” around Android and Mobile phone. Data is collected during one week and continued with grouping verification until the analyzed is saturated. Based on the content analysis method that conducted, there is found that e-WOM communication is containing important information that able to employed for marketing purpose and product consumption. E-WOM information group that could employ is consisting of purchasing information and opinion, product information and opinion beside information about product utilization. Through systematical data collection and sufficient analysis to e-WOM information, producer, distributor, and consumers could get important suggestion in order to supporting their activity.

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