Pengaruh earned dan owned social media activities terhadap purchase intention

Rusdan, Alriz Tsabit (2016) Pengaruh earned dan owned social media activities terhadap purchase intention. Masters thesis, Institut Pertanian Bogor.

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Abstract

Social media has grown into one of the promotion channel for Companies who thrived to expand their businesses. How to effect the users on social media and to know which kind of social media that could effect them become interesting to be studied. Owned social media or social media channel that can be controlled directly by companies are one of the channel are one of those example, beside that there are earned social media or publication which is earned from other user who can not be directly controlled by companies. This reseach use the PLS-SEM approach to analize the result of 100 quizionaires to find out what factors are effecting the acceptance of information shared by those channel. This research also sees the relationship between those factors on the perception to the fanpage of the product in facebook and the effect they have on purchase intention, where it is the main purpose from all of the marketing activities. Which is to drive the consumer to have the purchase intention to their product. The research shown that technology acceptance are not significantly effecting the perception on the fanpage. In the other hand Earned and Owned social media activities are significantly effecting the perception on the fanpage. Owned social media activities supported by factors such as usefulness, reputation, trust and altruism. Earned social media itself are driven by acceptance and social connection which is on the end of the day will effecting the perception of the fanpage resulted in the purchase intention on the product of the fanpage. Managerial implication that can be applied are to use the content that are relevant with the target market of the product and build a series of usefull content for the users in facebook channel to build a good reputation on facebook, no to forget that a fanpage must earned the trust from the users to build a good perception. Other than that the acceptance of the information and the social connection can be used to build a brand community on facebook. All of this things will help to build a good perception on a fanpage in facebook, which in the end will ease the way to drive the purchase intention of the users on the produc of a fanpage

Item Type: Thesis (Masters)
Uncontrolled Keywords: Earned social media, Owned Social Media, Social Media, Purchase Intention, PLS-SEM, Structural Equation Modelling, SEM, Partial least squares, PLS
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 09 Feb 2018 04:04
Last Modified: 09 Feb 2018 04:04
URI: http://repository.sb.ipb.ac.id/id/eprint/2937

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