Kajian Strategi Komunikasi Pemasaran Media Sosial dan Technology Acceptance Model Terhadap Brand Equity dan Purchase Intention Laptop Acer Di 5 Kota Besar Indonesia

Khotimah, Chusnul (2022) Kajian Strategi Komunikasi Pemasaran Media Sosial dan Technology Acceptance Model Terhadap Brand Equity dan Purchase Intention Laptop Acer Di 5 Kota Besar Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya minat pembelian laptop karena pandemi COVID-19 membuat persaingan industri laptop menjadi semakin ketat. Namun seiring terjadinya fenomena tersebut, Acer sebagai merek yang menguasai industri laptop Indonesia justru mengalami penurunan top brand indexnya. Hal tersebut menjadi urgensi Acer untuk mengevaluasi strategi pemasarannya agar dapat mengungguli kompetitor. Selain karena pemasaran, minat pembelian produk teknologi khususnya laptop juga mempertimbangkan faktor penerimaan teknologi dari tiap individu. Saat ini banyak perusahaan laptop menggunakan media sosial sebagai alat pemasarannya. Media sosial yang memiliki pertumbuhan tertinggi saat pandemi adalah Tiktok. Model komunikasi merek pada Tiktok diklasifikasikan menjadi dua jenis yaitu Firm Created Content dan User Generated Content. Namun Firm Created Content dinilai kurang objektif karena konten dikendalikan oleh perusahaan, sehingga User Generated Content muncul dan dinilai lebih terpercaya. Penelitian ini bertujuan untuk menganalisis efektivitas Firm Created Content dan User Generated Content di Tiktok terhadap ekuitas merek dan niat pembelian laptop Acer di 5 Kota Besar Indonesia. Penelitian ini juga menganalisis minat pembelian laptop Acer menggunakan technology acceptance model. Penelitian ini menggunakan kuesioner online dengan jumah minimal 97 responden dan dianalisis menggunakan PLS-SEM. Survei didistribusikan kepada pengguna laptop Acer pada 5 Kota Besar di Indonesia yang berusia 15- 40 tahun dan pernah melihat konten ulasan baik oleh perusahaan dan non-perusahaan pada Tiktok. 164 Responden menyelesaikan survei, dan 108 jawaban valid digunakan sebagai data. Temuan penelitian menunjukkan bahwa kedua variabel firm-created content dan user generated content berpengaruh positif terhadap ketiga elemen brand equity dan niat pembelian laptop Acer di 5 Kota besar Indonesia, Temuan selanjutnya menunjukkan bahwa kedua variabel dari technology acceptance model juga berpengaruh positif terhadap niat pembelian laptop Acer di 5 Kota Besar Indonesia. Hasil temuan telah dibahas dan rekomendasi dibuat untuk strategi pemasaran Acer.
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The increasing interest in buying laptops due to COVID-19 pandemic has made competition in the laptop industry even tougher. However, along with this phenomenon, Acer as a brand that dominates the Indonesian laptop industry actually experienced a decrease in its top brand index. This is Acer's urgency to evaluate its marketing strategy in order to outperform competitors. Apart from marketing, interest in purchasing technology products, especially laptops, also considers the technology acceptance factor from each individual. Currently, many laptop companies use social media as a marketing tool. The social media that had the highest growth during the pandemic was Tiktok. The brand communication model on Tiktok is classified into two types, namely Firm Created Content (FCC) and User Generated Content (UGC). However, FCC is considered less objective because the content is controlled by the company, so UGC appears and is considered more reliable. This study aims to analyze the effectiveness of FCC and UGC on Tiktok on brand equity and purchase intention of Acer laptops in 5 big cities in Indonesia. This study also analyzes the interest in buying Acer laptops using the technology acceptance model. This study used an online questionnaire with a minimum number of 97 respondents and analyzed using PLS-SEM. The survey was distributed to Acer laptop users in 5 Big Cities in Indonesia aged 15-40 years and have seen content reviews both by companies and non-companies. -company on Tiktok. 164 respondents completed the survey, and 108 valid answers were used as data. The research findings show that the two variables firm-created content and user generated content have a positive effect on the three elements of brand equity and purchase intentions of Acer laptops in 5 major cities in Indonesia. in 5 Big Cities of Indonesia. The findings were discussed and recommendations made for Acer's marketing strategy.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.8 Kho k-1 2022
Uncontrolled Keywords:	firm-created content, User Generated Content, brand equity, technology acceptance model, purchase intention, Tiktok
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	23 Sep 2024 07:35
Last Modified:	23 Sep 2024 07:35
URI:	http://repository.its.ac.id/id/eprint/115657

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