DAFTAR ISI

HALAMAN JUDUL.................................................................................. i
HALAMAN PERNYATAAN ORISINALITAS..................................... ii
HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI.............. iii
LEMBAR PENGESAHAN DEWAN PENGUJI SKRIPSI................... iv
LEMBAR PENGESAHAN SKRIPSI...................................................... v
KATA PENGANTAR............................................................................... vi
ABSTRAK.................................................................................................. ix
ABSTRACT............................................................................................... x
DAFTAR ISI.............................................................................................. xi
DAFTAR TABEL...................................................................................... xiii

BAB I PENDAHULUAN
A. Latar Belakang Masalah..................................................................... 1
B. Rumusan Masalah.............................................................................. 5
C. Tujuan Penelitian............................................................................... 8
D. Signifikansi Penelitian....................................................................... 9
1. Signifikansi Teoretis................................................................... 9
2. Signifikansi Praktis..................................................................... 9
E. Sistematika Penulisan........................................................................ 9

BAB II KAJIAN PUSTAKA

A. Kajian Konsep................................................................................... 13
1. Word of Mouth dan Electronic Word of Mouth.......................... 13
2. Motivasi Electronic Word of Mouth........................................... 20
3. Karakteristik Electronic Word of Mouth..................................... 23
B. Kajian Penelitian Terdahulu............................................................... 23

BAB III METODOLOGI PENELITIAN

A. Paradigma Penelitian........................................................................... 30
B. Pendekatan Penelitian.......................................................................... 30
C. Jenis Penelitian.................................................................................... 31
D. Unit Analisis........................................................................................ 32
E. Definisi Variabel Penelitian................................................................ 32
F. Pengoperasionalan Konsep................................................................. 36
G. Populasi dan Sampel........................................................................... 37
H. Teknik Pengumpulan Data.................................................................. 38
I. Instrumen Penelitian............................................................................ 38
J. Teknik Analisis Data........................................................................... 41
K. Validitas dan Reliabilitas Data............................................................ 42

BAB IV TEMUAN DAN PEMBAHASAN

A. Temuan................................................................................................. 45

xi
 B. Pembahasan........................................................................................ 72

BAB V SIMPULAN DAN SARAN

A. Simpulan............................................................................................. 80
B. Saran................................................................................................... 81

DAFTAR PUSTAKA
LAMPIRAN

xii