Legowo, Agung Cahyo (2016) Pengembangan Model Penerimaan Social Media Marketing Di Kalangan Mahasiswa. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
adanya internet, orang dapat membeli produk dari rumah atau kantor. Sebelum
adanya internet, orang mendapatkan informasi mengenai suatu produk melalui iklan
yang tertulis, tetapi sekarang informasi bisa dengan cepat didapat atau disebarkan
dengan kehadiran internet generasi kedua atau Web 2.0. Pelanggan bisa saling
bertukar informasi dan saling mempengaruhi dalam pemilihan produk. Hal ini bisa
terjadi melalui social media. Banyaknya pengguna social media membuat perusahaan
menggunakan media ini, bukan hanya untuk memberi informasi tetapi juga menjual.
Tidak semua pengusaha berhasil di bisnis online ini, namun banyak juga yang gagal.
Penelitian ini mengusulkan sebuah model yang dikembangkan oleh Technology
Acceptance model (TAM) dan Theory Of Reasoned Action (TRA) untuk mengetahui
faktor yang dapat mempengaruhi niat beli secara online melalui Social Media
Marketing. Data yang didapat dari penelitian ini adalah 748, yang mana diperoleh
melalui kuisioner yang disebar di perguruan tinggi negeri maupun swata di tiga kota
di Indonesia (Surabaya, Malang dan Banjarmasin). Confirmatory Factor Analysis
dilakukan untuk menguji validitas dan reliabilitas konstrak pada setiap variabel.
Dengan menggunakan prosedur Structural Equation Modeling (SEM) didapatkan
bahwa faktor yang paling berpengaruh terhadap niat pembelian (Purchase Intention)
adalah Perceived Usefulness, sementara Subjective Norm berpengaruh terhadap
purchase intention tetapi tidak berpengaruh terhadap Perceived Usefulness.
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The internet has changed the lifestyle of people and also the way people to
communicate. After the existence of the internet, people can buy products from his
home or office. Prior to the internet, people get information about a product through
written advertising, but now the information can be quickly obtained or disseminated
by the presence of second-generation internet, or Web 2.0 Customers can exchange
information and influence each other in product selection. This could happen through
social media. Because the huge number of the social media users make companies
use this medium, not only to inform but also to sell. Not all entrepreneurs succeed in
this online business, but many also fail. This study proposes a model developed by
the Technology Acceptance model (TAM) and Theory of Reasoned Action (TRA) to
determine the factors that could affect the purchase intention online through Social
Media Marketing. The data obtained from this study is 748, which is obtained
through a questionnaire distributed at public universities and private individual in
three cities in Indonesia (Surabaya, Malang and Banjarmasin). Confirmatory Factor
Analysis was conducted to test the construct validity and reliability for each variable.
By using Structural Equation Modeling (SEM) showed that the most influential factor
on purchase intention is Perceived Usefulness, while Subjective Norm influenced the
purchase intention but had no effect on Perceived Usefulness.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTI 658.872 Leg p |
| Uncontrolled Keywords: | social media; social media marketing; structural equation modeling; technology acceptance model; theory of reasoned action; social media; social media marketing; structural equation modeling; technology acceptance models; theory of reasoned action |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | Anis Wulandari |
| Date Deposited: | 19 Jun 2017 03:51 |
| Last Modified: | 27 Dec 2018 02:23 |
| URI: | http://repository.its.ac.id/id/eprint/41735 |
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