Word of Mouth dan Mobile Instant Messaging (Studi Pengaruh Word of Mouth Seputar Mobile Instant Messaging terhadap Preferensi Kawula Muda di Daerah Istimewa Yogyakarta dalam Memilih Mobile Instant Messaging)
The development of communication technology with the existence of new media have brought individuals, including youth to more interactive and dynamic communication patterns, include messaging activities, that is, the application of mobile instant messaging. Mobile instant messaging is one of the pop...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/132389/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72921 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | The development of communication technology with the existence of new
media have brought individuals, including youth to more interactive and dynamic
communication patterns, include messaging activities, that is, the application of
mobile instant messaging. Mobile instant messaging is one of the popular
platform used in messaging, that has been used by many Indonesian citizens,
especially youth in Daerah Istimewa Yogyakarta.
Although in 2013, various mobile instant messaging applications used
advertising in media to promote their product, the truth in the success of mobile
instant messaging cannot be separated from word of mouth. It�s because mobile
instant messaging itself is community driven, where personal source individuals
also affect the choice of individual�s mobile instant messaging, like seen in the
phenomenom of increasing popularity of BlackBerry Messenger uses in
Indonesia. From this, researchers are driven to understand if world of mouth also
affect the preferences of youth in choosing mobile instant messaging. Daerah
Istimewa Yogyakarta was chosen as the main area of research, because the most
users of mobile instant messaging, youth, are located in this area.
The research shown that a big proportion of respondents werekeen to
receive information and reccomendations regarding mobile instant messaging
from people they know. With quality contents and persuasive strength that are
regarded quite good, word of mouth about mobile instant messaging gave
influence to mobile instant messaging choices of youth in Daerah Istimewa
Yogyakarta, although the influence was indirect. Utilitarian influence became
influence factor that are more visible in their mobile instant messaging choices,
where word of mouth encouraged a big proportion of respondents to choose
mobile instant messaging that suits their personal source�s preference or
reccomendations they received from their personal source. |
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