Pengaruh rekomendasi sponsored blogger terhadap purchase intention studi kasus new product launching greenfields yogurt drink

Apriyana, Nurliya (2019) Pengaruh rekomendasi sponsored blogger terhadap purchase intention studi kasus new product launching greenfields yogurt drink. Masters thesis, Institut Pertanian Bogor.

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Abstract

The presence of fast-growing social media platforms and the substantial amount of social media users in Indonesia provide opportunities and challenges for the beverage industry in promoting their products. On the other hand, to reduce the purchasing risk, consumers first seek input related to products or services through social media before making any purchase. From a marketing perspective, bloggers are seen as a new type of electronic word of mouth (e- WOM). Bloggers or online writers continue to grow as content contributors in the world of digital marketing. Along with their high reputation. The level of consumer trust in bloggers is able to attract more visitors / readers every day compared to conventional media circulation. This opportunity was captured by the beverage industry, especially Greenfields yogurt drink by utilizing the power of highly reputed bloggers as part of the company's marketing communications (sponsored blogger). This study aims to determine the benefit effect of sponsored bloggers’ recommendation by testing the variables of trust towards bloggers, level of consumer interaction, and consumer attitudes related to Greenfields Yogurt Drink products on the purchase interest. The result shows the significant benefits of sponsored bloggers’ recommendation. The research was conducted using primary and secondary data. The primary data was collected through online questionnaire with a sample of 245 respondents of active social media users, namely blog readers. Furthermore, the data was analyzed using the Structural Equation Model (SEM) with SPSS and LISREL software. It can be concluded that product recommendations by bloggers on the trust variable have a positive and significant effect on the perception of benefits, while the perception of benefit significantly influences the consumer interaction and the reader’s attitude towards the product brand. Consumer interaction variable shows a significant effect on attitudes toward the product brand and the attitude towards the product brand has a significant effect on buying interest. However, this study also found that trust in bloggers does not affect the attitude of blog readers towards the product brand. Blogger is still considered a viable marketing communication strategy for the corporations. Blogger’s reputation, the number of followers and blog traffic or the number of visitors, the marketing promotion strategy can be carried out effective, efficient, and on target.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Blogger, minat pembelian, persepsi manfaat, rekomendasi blogger, SPSS, LISREL. Blogger, blogger recommendation, perceived usefulness, purchase intention.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 31 Dec 2019 03:55
Last Modified: 31 Dec 2019 03:55
URI: http://repository.sb.ipb.ac.id/id/eprint/3509

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