MODEL KOMUNIKASI ELECTRONIC WORD OF MOUTH TERHADAP MEDIA SOSIAL TWITTER (STUDI DESKRIPTIF KUALITATIF PADA FOLLOWERS AKUN TWITTER @JNE_ID)

DAMASC DARMAWAN S, NIM. 08730124 (2015) MODEL KOMUNIKASI ELECTRONIC WORD OF MOUTH TERHADAP MEDIA SOSIAL TWITTER (STUDI DESKRIPTIF KUALITATIF PADA FOLLOWERS AKUN TWITTER @JNE_ID). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

ELECTRONIC COMMUNICATION MODEL OF WORD OF MOUTH THROUGH TWITTER (Descriptive Qualitative Study to @JNE_ID Followers) Technology development supports informatic technology use with the existance of gadgets, cheap internet connection, and hotspot area. Internet exchanges information from anywhere fast and easily so it brings up social media like Facebook. MySpace and Twitter that grow rapidly. Twitter is a microblogging web that facilitates its users to update their self information, business and so on. The researcher focuses on electronic word of mouth and is interested to observe electronic communication model of word of mouth done by @JNE_ID followers. This research is aimed to understand and find the electronic communication model of word of mouth on social media done by @JNE_ID followers. The researcher used SOR (Stimulus, Organism, Response) model of communication. This research is qualitative with descriptive type. Data is collected by observation, literature study, and internet data. This research was started on August 2015 by observing on twitter. The researcher collected tweets with a keyword of @JNE_ID. The collected tweets were then sorted and classified by the dimension of electronic word of mouth. All the communication models showed that customers’ satisfaction boosted positive electronic word of mouth and, on the contrary, customers’ disappointment boosted negative electronic word of mouth. The stimulus consists of the experience of the company services, mass media input, and tweets of electronic word of mouth senders and receivers. The involved organism was customers and non-customers. The response found was cognitive, conative, and affective. The feedback concepts on this research were renponse, confirmation, and internal servomechanism.

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