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"Skripsi ini meneliti pengaruh Hedonic, Homophily, Information Influence, Normative Influence, Self-Presentation, Tie Strength, Trust, Utilitarian Value terhadap consumer resonance,serta pengaruhnya terhadap purchase intention pada konsumen Traveloka. Pengumpulan data melalui kuesioner yang diberikan kepada responden secara offline. Metode yang digunakan untuk mengolah data dalam penelitian ini adalah SEM-PLS.Hasil penelitian membuktikan secara signifikan bahwa hedonic value, tie strength, normative,dan self-presentation terbukti berpengaruh secara positif signifikan terhadap consumer resonance. Sedangkan utilitarian value, homophily, trust, dan informational tidak terbukti berpengaruh secara signifikan terhadap consumer resonance. Adapun consumer resonance terbukti berpengaruh positif dan signifikan terhadlap intention to purchase.

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This thesis examines the influence of Hedonic, Homophile, Information Influence, Normative Influence, Self-Presentation, Tie Strength, Trust, Utilitarian Value to consumer resonance, and its effect on purchase intention on consumers of Traveloka. Data collection through questionnaires given to respondents offline. The method used to process the data in this study is SEM-PLS. The results of this study prove significantly that hedonic value, tie strength, normative, and self-presentation proved to have a significant positive effect on consumer resonance. While utilitarian values, homophile, trust, and informational are not proven to have a significant effect on consumer resonance. The consumer resonance proved to have a positive and significant impact on intention to purchase."

"ABSTRAKSebagai perusahaan Online Travel Agency, Traveloka memuat ulasan online terkait pariwisata dan akomodasi untuk membantu keputusan pembelian konsumen. Penelitian ini mengajukan konsep Online Social Network (OSN) oleh Brown, Boderick, & Lee (2007) untuk mempelajari peran eWOM pada website ulasan konsumen dengan menginvestigasi pengaruhnya terhadap proses pengambilan keputusan konsumen. Metode purposive sampling digunakan pada penelitian dengan 235 responden dan dianalisis menggunakan Structural Equation Modelling (SEM). Temuan dari penelitian ini mengungkapkan bahwa tie strength mempengaruhi attitude towards the website, dan source credibility secara positif, serta homophily mempengaruhi attitude towards eWOM Information dan source credibility secara positif. Selain itu, source credibility ditemukan memiliki peran penting kepada attitude towards eWOM Information dan attitude towards the website, dan attitude towards eWOM Information selanjutnya mempengaruhi attitude towards the website dan eWOM effectiveness secara positif. Implikasi manajerial serta rekomendasi terkait temuan tersebut akan dibahas lebih lanjut untuk penelitian selanjutnya.

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ABSTRACTAs an Online Travel Agency, Traveloka provides travel and accommodation related online reviews to help consumers buying decision. This study exerts Online Social Network (OSN) model from Brown, Boderick, & Lee (20007) to study the role of eWOM on customer review website by investigating the effect on consumers decision making process. Purposive sampling was used for this research with 235 respondents and were analyzed using Structural Equation Modeling approach. Findings of this study reveals that tie strength has positive impact to attitude towards the website and source credibility, aswell as homophily has a positive impact to attitude towards eWOM Information and source credibility. Furthermore, source credibility has important role on attitude towards eWOM Information and attitude toward the website, and also attitude toward eWOM Information has a positive impact on attitude toward the website and eWOM effectiveness. Managerial implications and recommendations related to these findings are discussed for further research."

"Penelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari variabel tie strength with peers dan identification with the peer group yang mempengaruhi peer communication di media sosial Facebook & Twitter yang mempengaruhi product attitude dan product involvement konsumen terhadap film Indonesia sehingga mempengaruhi variabel purchase intention (keinginan konsumen menonton film Indonesia), serta pengaruh positif signifikan dari variabel moderasi need for uniqueness terhadap pengaruh peer communication dan product attitude. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan dalam satu kali periode. Responden penelitian berjumlah 206 orang yang aktif di media sosial Facebook dan Twitter serta sudah pernah menonton film Indonesia dalam 6 bulan terakhir. Model penelitian dengan delapan hipotesis diuji menggunakan Structural Equation Modelling (SEM) dengan aplikasi Lisrel 8.50. Hasil penelitian menyatakan bahwa tie strength with peers dan identification with the peer group mempengaruhi peer communication secara positif signifikan sehingga mempengaruhi product attitude dan product involvement secara positif signifikan dan kemudian berpengaruh positif signifikan terhadap purchase intention (keinginan konsumen menonton film Indonesia di bioskop). Namun, dalam hasil pengujian variabel moderasi need for uniqueness terhadap pengaruh variabel peer communication di media sosial Facebook dan Twitter dengan product attitude terhadap film Indonesia menghasilkan pengaruh negatif dan tidak signifikan.

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This study aims to determine the positive and significant impact of tie strength variables with peers and identification with the peer group influence peer communication in social media Facebook and Twitter that affect product attitude and product involvement consumers of Indonesian films thus affecting the purchase intention variable (consumer intention to watch Indonesian movies), as well as a significant positive effect of moderating variables need for uniqueness against the influence of peer communication and product attitude.

This study uses an exploratory research design and descriptive done in one period. Respondents numbered 206 people active in social media Facebook and Twitter as well as Indonesian have ever watched a movie in the last 6 months. Model studies with eight hypotheses were tested using Structural Equation Modeling (SEM) with Lisrel application 8.50.

The study states that tie strength with peers and identification with the peer group peer communication positively affect significantly affecting product attitude and product involvement significantly positively and then significant positive effect on purchase intention (desire of consumers to watch movies in cinema in Indonesia). However, the results of testing a moderating variable need for uniqueness of the influence of peer communication variables on Facebook and Twitter social media with product attitude towards Indonesian film produces a negative and significant effect."