Wedanthi, Made Puspa (2020) Analisis Pengaruh Fitur Iklan Pada Media Sosial Terhadap Intensi Pembelian Pelanggan Dengan Menggunakan Structural Equation Modelling (Studi Kasus: Instagram). Other thesis, InstitutTeknologi Sepuluh Nopember.
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Abstract
Konteks: Media sosial saat ini memiliki peranan penting dalam kehidupan banyak orang. Selain untuk sarana bersosialisasi juga dapat menghubungkan aktivitas penjualan, promosi, dan periklanan. Ada berbagai macam media sosial yang digunakan di Indonesia, salah satunya Instagram. Banyak pengguna Instagram yang berhasil menggunakan fitur iklan yang ada didalamnya karena dianggap dapat memenuhi nilai yang diharapkan pengguna itu sendiri baik penyedia konten maupun pengguna iklan. Penting bagi penyedia konten iklan untuk mengetahui faktor-faktor apa saja yang memengaruhi intensi pembelian pelanggan dalam menggunakan fitur iklan pada Instagram.
Permasalahan: Permasalahan yang dihadapi adalah tingginya investasi yang ditanamkan pelaku bisnis untuk menggunakan fitur advertensi namun masih sedikit pelaku bisnis yang memahami faktor terkait dengan fitur iklan pada media sosial yang dapat memprediksi intensi pembelian pelanggan. Instagram memiliki banyak pengguna yang berhasil memanfaatkan fitur iklan tersebut sehingga penting untuk dilakukannya pengukuran terhadap variabel yang dapat memberikan pengaruh terhadap intensi pembelian pelanggan dalam penggunaan fitur iklan pada Instagram.
Tujuan: Penelitian tugas akhir ini bertujuan untuk menganalisis variabel apa saja yang dapat memengaruhi intensi pembelian pelanggan terhadap fitur iklan pada Instagram yang meliputi hubungan variabel, meningkatkan variabel terukur, dan mendapatkan variabel lain yang dapat berpengaruh terhadap intensi pembelian pelanggan terhadap fitur iklan pada Instagram. Serta memberikan usulan perbaikan terhadap capaian indikator yang masih rendah pada variabel yang dapat memengaruhi intensi pembelian pelanggan berdasarkan kajian literatur.
Metode: Analisis ini dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan menggabungkan teori prediktor UTAUT2 bersama dengan 3 variavel tambahan serta metode penelitian kualitatif berupa penyebaran kuesioner kepada 200 responden. Kuesioner disebarkan secara daring menggunakan platform google form.
Hasil: Hasil yang didapatkan dari penelitian ini yaitu variabel persepsi relevansi (PRR) merupakan variabel yang paling signifikan secara statistik terhadap intensi pembelian pelanggan dari melihat fitur iklan pada Instagram. Persepsi relevansi memiliki nilai hubungan langsung secara statistik (β) dengan intensi pembelian (PIN) sebesar 0,100 dan juga ekpektasi kinerja (PE) memiliki nilai hubungan langsung secara statistik (β) sebesar 0,100. Intensi pembelian (PIN) dipengaruhi secara berurutan oleh harapan kinerja (PE), motivasi hedonis (HM), kebiasaan (HB), persepsi relevansi (PRR), interaktivitas (INTER), dan keinformatifan (INF) sebesar β=0,065, β=0,072, β=0,054, β=0,100, β=0,081, dan β=0,086. Nilai β adalah nilai hubungan langsung antar variabel laten secara statistik. Semakin besar β antar variabel, semakin memengaruhi variabel tersebut.
Nilai Tambah: Diharapkan dengan adanya penelitian ini dapat menjadi referensi penelitian terkait intensi pengguna dalam menggunakan fitur iklan pada Instagram serta diharapkan dapat menghasilkan rekomendasi bagi pihak marketers atau penjual yang menggunakan platform Instagram meningkatkan intensi pembelian konsumen dari fitur iklan pada Instagram.
Kata Kunci: Social Media Advertising, Structural Equation Modeling (SEM), Purchase Intention, UTAUT2
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Context: Social media currently plays an important role in the lives of many people. In addition to socializing, it can also link sales, promotion and advertising activities. There are various kinds of social media that are used in Indonesia, one of which is Instagram. Many Instagram users have succeeded in using the advertising features that are included because they are considered to be able to meet the expected value of the users themselves both content providers and ad users. It is important for ad content providers to know what factors influence the customer's purchase intention to use the advertising features on Instagram..
Problem: The problem faced is the high investment invested by businesses to use advertising features, but only a few businesses understand the factors associated with advertising features on social media that can predict customer purchase intentions. Instagram has many users who have successfully utilized the ad features so it is important to measure variables that can influence customer purchase intentions in using the ad features on Instagram.
Objective: The problem faced is the high investment invested by businesses to use advertising features, but only a few businesses understand the factors related to advertising features in the media. This final project research aims to analyze what variables can influence customer purchase intentions on advertising features on Instagram that include variable relationships, increasing measurable variables, and obtaining other variables that can affect customer purchase intentions for advertising features on Instagram. As well as providing suggestions for improvement of the achievement of indicators that are still low on variables that can affect customer purchase intentions based on a social literature review that can predict customer purchase intentions. Instagram has many users who have successfully utilized the ad features so it is important to measure variables that can influence customer purchase intentions in using the ad features on Instagram..
Method: Reasearch performed using the Structural Equation Modeling (SEM) method by combining the UTAUT2 predictor theory with 3 additional variables and qualitative research method of disseminating the questionnaire to 200 respondents. Questionnaires are distributed online using the google form platform.
Results: The results obtained from this study are the variable perception of relevance (PRR) is the most statistically significant variable on customer purchase intentions from seeing advertising features on Instagram. Perception of relevance has a statistically direct relationship value (β) with a purchase intention (PIN) of 0.100 and also performance expectations (PE) has a statistically direct relationship value (β) of 0.100. Purchase intentions (PIN) are affected sequentially by performance expectations (PE), hedonic motivation (HM), habits (HB), perception of relevance (PRR), interactivity (INTER), and informativeness (INF) of the value of a statistically direct relationship (β ) for β = 0.065, β = 0.072, β = 0.054, β = 0.100, β = 0.081, and β = 0.086.
Value Added: It is expected that this research can be a reference research related to user intentions in using advertising features on Instagram and is expected to produce recommendations for marketers or sellers who use the Instagram platform to increase consumer purchase intentions of advertising features on Instagram.
Keywords: Social Media Advertising, Structural Equation Modeling (SEM), Purchase Intention, UTAUT2
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Iklan media sosial, Structural Equation Modeling (SEM), Intensi pembelian, UTAUT2 Social Media Advertising, Structural Equation Modeling (SEM), Purchase Intention, UTAUT2 |
| Subjects: | T Technology > T Technology (General) > T57.5 Data Processing T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Made Puspa Wedanthi |
| Date Deposited: | 24 Aug 2020 07:32 |
| Last Modified: | 02 Oct 2023 06:25 |
| URI: | http://repository.its.ac.id/id/eprint/79518 |
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