Pengaruh Media Sosial Instagram, Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Laundry Sepatu yang Dimediasi oleh Variabel E-WOM pada Tym.wash di Kecamatan Babat Kabupaten Lamongan. (The Influence of Instagram Social Media and Service Quality on the Decision to Use Shoe Laundry Services Mediated by the E-WOM Variable at Tym.wash in Babat District, Lamongan Regency).

Putri, Vionarisca Kurnia (2024) Pengaruh Media Sosial Instagram, Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Laundry Sepatu yang Dimediasi oleh Variabel E-WOM pada Tym.wash di Kecamatan Babat Kabupaten Lamongan. (The Influence of Instagram Social Media and Service Quality on the Decision to Use Shoe Laundry Services Mediated by the E-WOM Variable at Tym.wash in Babat District, Lamongan Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the influence of Instagram social media and service quality on decisions to use shoe laundry services mediated by electronic word of mouth (E-WOM) variables at TYM.Wash in Babat District, Lamongan Regency. These findings show the importance of digital marketing strategies through social media and improving service quality to increase decisions to use shoe laundry services. It is hoped that this research can provide a practical contribution for TYM.Wash managers in developing effective marketing strategies. Data was collected from 86 respondents. The sampling technique used in this research used simple random sampling. Simple random sampling means taking sample members from a population at random without paying attention to the standards in the population. Data analysis was carried out using SmartPLS. Based on the results of validity and reliability tests, it can be concluded that each variable is said to be valid. Because the variable has good reliability in accordance with the recommended minimum limits. Meanwhile, in the R Square test the Service Use Decision variable, it can be concluded that intentions are influenced by Instagram Social Media, Service Quality, E-WOM have a strong influence. Then, in hypothesis testing, there is a significant positive influence between the social media variable Instagram (X1) on the decision to use services (Y) through E-WOM (Z) as an intervening variable. Then in the Service Quality variable (X2) there is a significant positive influence on Service Use Decisions (Y) through E-WOM (Z) as an intervening variable. It is recommended that companies continue to pay attention to social media to create interesting content so that customers are interested, and also pay more attention to cleanliness so that it has an increased impact on customer satisfaction and comfort. Then, it is recommended that future researchers add other independent variables that can influence employee performance, such as price perception, consumer trust and other variables, because there are still many factors that can influence usage decisions. It would be a good idea for future researchers to make comparisons with other similar companies in the city. the same or different cities.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Instagram Social Media, Service Quality, Usage Decisions, E-WOM
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1212000161 Vionarisca Kurnia Putri
Date Deposited:	17 Oct 2001 16:51
Last Modified:	17 Oct 2001 16:51
URI:	http://repository.untag-sby.ac.id/id/eprint/34318

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