Analisis Pengaruh Social Media dan CRM Technology untuk Memberikan Rekomendasi Peningkatkan Information Sharing Intention dengan Menggunakan Structural Equation Modeling (Studi Kasus: Jaringan Penjualan Otomotif)

Akbari, Muhammad Iqbal (2023) Analisis Pengaruh Social Media dan CRM Technology untuk Memberikan Rekomendasi Peningkatkan Information Sharing Intention dengan Menggunakan Structural Equation Modeling (Studi Kasus: Jaringan Penjualan Otomotif). Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 05211840000086-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 July 2025. Download (3MB) | Request a copy

Abstract

Konteks: Proses jual-beli kini telah bertransformasi menjadi sesuatu yang jauh lebih kompleks. Kini penjual bukan hanya mendapatkan keuntungan, namun juga informasi terkait dengan pembeli. Customer relationship management dan social media adalah contoh teknologi yang memungkinkan untuk buyer maupun seller berertukar informasi. Implementasi teknologi customer relationship management (CRM) dan social media pada ranah bisnis otomotif di Indonesia saat ini sangat gencar. Namun penggunaan tools tersebut belum maksimal. Permasalahan: Kurang maksimalnya penggunaan customer relationship management (CRM) dan social media dalam pelaksanaan proses jual-beli yang menyebabkan banyaknya kesempatan yang menghilang. Terlebih dalam upaya melakukan customer retention, diperlukan pertukaran informasi antara buyer dan seller untuk menjaga hubungan purna jual antar keduanya. Tujuan: Penelitian ini bertujuan menganalisis secara structural pengaruh dari variabel Seller Social media Utilization dan Seller CRM Technology Utilization, terhadap Buyer Information Sharing Intention pada interaksi antara buyer-seller. Memberikan rekomendasi yang tepat kepada organisasi (Jaringan Penjualan Otomotif) untuk meningkatkan Buyer Information Sharing Intention dalam upaya mendorong calon buyer untuk melakukan pembelian. Metode: Pengumpulan data dalam penelitian ini dilakukan dengan menggunakan metode survei. Bahan survei disusun dan dianalisis menggunakan metode PLS-SEM, yang didasarkan pada model penelitian sebelumnya. Penelitian ini menggunakan dua variabel independen dan tiga variabel dependen, serta satu variabel kontrol. Setiap variabel memiliki beberapa indikator yang diolah dengan metode PLS-SEM menggunakan software SmartPLS. Hasil: Hasil penelitian ini menunjukkan bahwa Seller Social media Utilization dan Seller CRM Technology Utilization berpengaruh signifikan terhadap Buyer Information Sharing Intention dengan positif. Nilai Tambah: Penelitian ini dapat memberikan wawasan bagi pengusaha maupun tenaga penjualan untuk dapat meningkatkan buyer information sharing intention. Diharapkan penelitian ini juga dapat menjadi referensi dan bahan acuan untuk pengembangan penelitian selanjutnya.
=====================================================================================================================================
Context: The buying and selling process has now transformed into something much more complex. Now sellers not only get profits, but also information related to buyers. Customer relationship management and social media are examples of technology that allows buyers and sellers to exchange information. The implementation of customer relationship management (CRM) and social media technology in the automotive business in Indonesia is currently very intensive. However, the use of these tools has not been maximized. Problem: The lack of optimal use of customer relationship management (CRM) and social media in the implementation of the buying and selling process has caused many opportunities to disappear. Especially in an effort to make customer retention, it is necessary to exchange information between buyers and sellers to maintain an after-sales relationship between the two. Objective: This study aims to structurally analyze the influence of the variables Seller Social media Utilization and Seller CRM Technology Utilization, on Buyer Information Sharing Intention on the interaction between buyer-sellers. Provide appropriate recommendations to organizations (Automotive Sales Network) to increase Buyer Information Sharing Intention in an effort to encourage potential buyers to make purchases. Method: Data collection in this study was carried out using the survey method. Survey materials are compiled and analyzed using the PLS-SEM method, which is based on previous research models. This study used two independent variables and three dependent variables, as well as one control variable. Each variable has several indicators that are processed by the PLS-SEM method using SmartPLS software. Results: The results of this study show that Seller Social media Utilization and Seller CRM Technology Utilization have a significant effect on Buyer Information Sharing Intention positively. Added Value: This research can provide insights for entrepreneurs and salespeople to be able to increase buyer information sharing intention. It is hoped that this research can also be a reference and reference material for the development of further research.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Social Media, Customer Relationship Management, Structural Equation Modeling, Pertukaran Informasi, Information Sharing Intention, Social Media, Customer Relationship Management, Structural Equation Modeling, Information Exchange, Information Sharing Intention
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Information Technology > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Iqbal Akbari
Date Deposited:	06 Feb 2023 08:45
Last Modified:	06 Feb 2023 08:45
URI:	http://repository.its.ac.id/id/eprint/96274

Actions (login required)

View Item