Pengembangan Social Media Marketing Acceptance Model. Studi Kasus: Industri Perhotelan

Budiono, Budiono (2013) Pengembangan Social Media Marketing Acceptance Model. Studi Kasus: Industri Perhotelan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Lahirnya internet generasi kedua atau Web 2.0 telah merubah cara komunikasi antara perusahaan dengan pelanggan. Kini pelanggan tidak lagi bertindak sebagai penerima pasif komunikasi pemasaran satu arah, melainkan ingin didengar dan dilibatkan. Pelanggan bisa saling mempengaruhi dalam membeli produk. Semua itu bisa terjadi melalui social media yang kini jumlah penggunanya semakin banyak. Beberapa perusahaan telah menggunakan social media untuk mendukung pemasaran produk dan jasanya. Tetapi lebih banyak perusahaan yang belum menggunakan social media dalam strategi pemasarannya. Penelitian ini mengusulkan sebuah model yang dikembangkan dari Technology Acceptance Model, Institutional Theory dan Resource-based View untuk menjelaskan faktor-faktor yang mempengaruhi penerimaan social media marketing di perusahaan. Prosedur Structural Equation Modeling dilakukan untuk mengujicoba model menggunakan 150 data sampel yang diperoleh melalui online survey. Confirmatory Factor Analysis dilakukan untuk menguji validitas dan reliabilitas konstrak pada setiap variabel. Analisis menemukan bahwa Perceived Usefulness sangat mempengaruhi penerimaan social media, sementara Internal Resources sangat terkait dengan penggunaan aktual dari social media sebagai alat pemasaran.
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The emergence of the second generation of internet or Web 2.0 has changed the way of communication between companies and customers. Now customers no longer act as passive recipients of one direction marketing communications, but want to be heard and involved. Customers can influence each other in purchasing decisions of a product. It can happen through social media where the number of its users is growing now. Some companies use social media to support their marketing. But many companies have not used social media as their marketing strategy. This study proposes a model developed from the Technology Acceptance Model, Institutional Theory and Resource-based View to explain the factors that influence the acceptance of social media as marketing tools in the company. Structural Equation Modeling procedures were carried out to test the model using 150 samples of data collected from an online survey. Confirmatory Factor Analysis was conducted to test the measurement model to determine the construct validity and reliability of each variable. The analysis found that Perceived Usefulness strongly influenced the acceptance of social media, while Internal Resources was strongly related to the actual use of social media as marketing tools.

Item Type:	Thesis (Masters)
Additional Information:	RTI 658.872 Bud p 2013 3100013050494 (Weeding)
Uncontrolled Keywords:	Social media, Social media marketing, Technology acceptance model, Institutional theory, Resource-based view, Structural equation modeling, Online survey
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Anis Wulandari
Date Deposited:	16 Jul 2026 03:58
Last Modified:	16 Jul 2026 04:02
URI:	http://repository.its.ac.id/id/eprint/135188

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