Analisis Faktor yang Memengaruhi Perilaku dalam Penggunaan Media Sosial untuk Berbagi User-Generated Content, Studi Kasus : Female Daily Network

Bintang, Helena Stephanie (2019) Analisis Faktor yang Memengaruhi Perilaku dalam Penggunaan Media Sosial untuk Berbagi User-Generated Content, Studi Kasus : Female Daily Network. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kecantikan di Indonesia pada tahun 2018 mengalami pertumbuhan yang pesat sehingga pemain dalam industri ini semakin meningkat tiap tahunnya. Pelaku bisnis kecantikan dapat menggunakan media sosial dan melibatkan konsumen yang biasa disebut strategi user-generated content (UGC). User-generated content memungkinkan pengguna untuk membuat konten mereka sendiri dan dipublikasikan secara terbuka dalam sebuah sistem di media sosial. Female Daily Network adalah sebuah media informasi bagi perempuan dalam bentuk sosial media yang berisikan konten seputar produk kecantikan di Indonesia. Namun, pada kenyataannya Female Daily Network masih belum maksimal dalam menyediakan platform yang berisikan ulasan kecantikan. Dari analisis fishbone yang dilakukan, terdapat 5 kategori utama permasalahan dalam Female Daily Network yaitu kategori promotion, place, product, physical evidence, dan process. Di dalam kategori ini, terdapat cabang-cabang penyebab permasalahan. Selain itu, agar dapat mencapai misi perusahaan dalam menjadikan media sosial yang juga menjual produk kecantikan, Female Daily Network perlu meningkatkan basis penggunanya. Maka dari itu, Female Daily Network dapat menganalisis faktor-faktor yang memengaruhi perilaku pengguna dalam melakukan ulasan produk kecantikan di media sosialnya. Untuk menganalisis faktor-faktor ini, digunakan model penelitian UTAUT 2. Dari analisis SEM yang dilakukan, didapatkan hasil 7 hipotesis yang diterima dari 12 hipotesis yang diusulkan. Didapatkan hasil faktor facilitating conditions, hedonic motivation, dan habit memengaruhi behavioral intention, effort expectancy memengaruhi performance expectancy dan hedonic motivation, hedonic motivation memengaruhi habit, serta habit berpengaruh signifikan terhadap performance expectancy.
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The beauty industry in Indonesia at 2018 is growing rapidly. Many beauty
company in this industry are increasing every year. Beauty companies can use
social media to engage consumers as its strategy. There are a lot of social media
strategies, for example is user-generated content (UGC). User-generated content
allows users to create their own content and publish it to everyone in a system on
social media. Female Daily Network is a social media that contains content about
beauty products information in Indonesia. However, in reality, Female Daily
Network still couldn’t give a maximal effort in providing a platform for reviewing
beauty products for its users. From the fishbone analysis, there are 5 main categories
of problems in Female Daily Network namely promotion, place, product, physical
evidence, and process. In this category, there are branches which mean the potential
conditions to cause main problems. In order to achieve the company's mission in
making social media that also sells beauty products, Female Daily Network needs
to increase its user base. Therefore, Female Daily Network can analyze the factors
that influence user behavior in using Female Daily’s social media for reviewing
beauty products. To analyze these factors, UTAUT 2 research model was used.
From the SEM analysis performed, 7 results from the hypotheses are accepted from
the 12 proposed hypotheses. Facilitating conditions, hedonic motivation, and
habit’s factor are influencing behavioral intentions, effort expectations influence
performance expectations and hedonic motivation, hedonic motivation influences
habits, and habits have a significant effect on performance expectations.

Item Type:	Thesis (Undergraduate)
Additional Information:	RSMB 658.401 2 Bin a-1 2019
Uncontrolled Keywords:	Female Daily Network, fishbone, SEM, UTAUT2
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. Q Science > QA Mathematics > QA278.5 Principal components analysis. Factor analysis. Correspondence analysis (Statistics)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Helena Stephanie Bintang
Date Deposited:	24 Nov 2021 05:23
Last Modified:	24 Nov 2021 05:23
URI:	http://repository.its.ac.id/id/eprint/61564

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