IDENTIFIKASI PENGARUH DIGITAL CONTENT MARKETING (DCM), PERSONAL MOTIVES SERTA KESETARAAN GENDER DALAM MINAT UNDUH DAN PENGGUNAAN APLIKASI ONLINE DATING TINDER.INC PADA KONSUMEN DI SURABAYA

Sahal, Zuyyina Luthfah (2021) IDENTIFIKASI PENGARUH DIGITAL CONTENT MARKETING (DCM), PERSONAL MOTIVES SERTA KESETARAAN GENDER DALAM MINAT UNDUH DAN PENGGUNAAN APLIKASI ONLINE DATING TINDER.INC PADA KONSUMEN DI SURABAYA. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Menemukan pasangan merupakan kebutuhan yang sangat esensial bagi manusia. Pada zaman sebelum adanya teknologi yang memadai, kebutuhan ini masih menggunakan cara non online tanpa adanya tools yang menyediakan layanan untuk menemukan pasangan secara online. Namun seiring berjalannya waktu, teknologi yang ada juga semakin berkembang dan memberikan kemudahan dalam akses berkomunikasi dan akses internet hingga memunculkan beberapa fitur-fitur aplikasi yang semakin canggih salah satunya adalah layanan online dating. Penggunaan aplikasi online dating menjadi fenomena sosial yang sedang populer dikalangan masyarakat pengguna aktif online. Objek Penelitian ini memilih Tinder dikarenakan Tinder merupakan 1 dari sekian banyak aplikasi online dating yang paling sering digunakan dan merupakan salah satu aplikasi online dating terpopuler di Indonesia. Penelitian ini bertujuan untuk menganalisis faktor yang memengaruhi konsumen dalam mengunduh dan menggunakan aplikasi online dating guna memenuhi kebutuhannya dalam menemukan pasangan. Penelitian ini juga menganalisis bagaimanakah pengaruh kesetaraan gender terhadap penggunaan aplikasi online dating tinder pada konsumen pria dan wanita di Surabaya. Penelitian ini dilakukan di Surabaya, karena Surabaya merupakan kota yang cukup representatif. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, data diperoleh melalui kuisioner serta diolah dan dianalisis menggunakan analisis deskriptif, PLS-SEM, dan ANOVA. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 123 sampel. Hasil menunjukkan bahwa social approval motives dan relationship-seeking dalam personal motives berhubungan positif dan signifikan terhadap downloading and usage intention. Penelitian ini juga mengungkap bahwa tidak terdapat perbedaan yang signifikan diantara kelompok gender pria dan wanita terhadap minat unduh dan penggunaan aplikasi online dating Tinder. Terdapat implikasi manajerial yang disusun untuk pihak pengelola aplikasi Tinder.inc dengan tujuan meningkatkan dampak pada layanan dan bisnis mereka. =================================================================================================== Finding a partner is a very essential need for humans. In the days before the existence of adequate technology, this need was still using non-online means without any tools that provide services to find partners online. However, over time, existing technology has also grown and provided easy access to communication and internet access, which has led to the emergence of several more sophisticated application features, one of which is the online dating service. The use of online dating applications is a social phenomenon that is currently popular among active online users. The object of this study chose Tinder because Tinder is one of the most frequently used online dating applications and is one of the most popular online dating applications in Indonesia. This study aims to analyze the factors that influence consumers in downloading online dating applications in order to meet their needs in finding a partner. This study also analyzes how gender equality affects the use of the Tinder online dating application for male and female consumers in Surabaya. This research was conducted in Surabaya, because Surabaya is a fairly representative city. This research is a conclusive descriptive research model - multiple cross sectional with a quantitative approach. To achieve the research objectives, data were obtained through questionnaires and processed and analyzed using descriptive analysis, PLS-SEM, and ANOVA. Data was collected using an online questionnaire which was distributed to 123 samples. The results show that social approval motives and relationship seeking in personal motives are positively and significantly related to download and use intentions. This study also revealed that there was no significant difference between male and female gender groups in the interest in downloading and using the online dating application Tinder. There is a view created for Tinder.inc app managers with the aim of increasing the impact on their services and business

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kesetaraan Gender, Digital Content Marketing, Personal Motives, Online Dating, Tinder, Gender Equality, Digital Content Marketing, Personal Motives, Online Dating, Tinder
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
H Social Sciences > HM Sociology > HM742 Online social networks.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User: Zuyyina Luthfah Sahal
Date Deposited: 12 Aug 2021 08:47
Last Modified: 12 Aug 2021 08:47
URI: https://repository.its.ac.id/id/eprint/86005

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