Pengaruh social media experience dan brand cognitive yang dimediasi oleh attitude toward social media, attitude toward brand dan booking intention ter

Kristera, Laura Maria Yohana (2018) Pengaruh social media experience dan brand cognitive yang dimediasi oleh attitude toward social media, attitude toward brand dan booking intention ter. Masters thesis, Universitas Pelita Harapan.

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Abstract

The low-cost carrier industry is growing rapidly with a high level of competition among players in this industry, particularly the territory of Indonesia. Marketing strategy through social media becomes an option to get customers while encouraging customer intention to share positive reviews on social networking sites. This study aims to determine the influence of social media experience and brand cognition mediated by attitude toward social media, attitude toward brand and booking intention to electronic word of mouth. The population of this study is AirAsia Indonesia consumers who follow the social media of AirAsia Indonesia. This research was conducted by using the method of quantitative data collection through online surveys. Obtained data from 180 respondents and analyzed with Structural Equation Model (SEM) Partial Lest Square (PLS). This study provides an understanding of positive influence of social media experience forming customer attitudes towards the brand AirAsia Indonesia and its influence on the intention of eWOM that can provide suggestion for marketing managers. Cross-airline research is needed for more benefits for the aviation industry. This research may also be replicated for other products or services in future research. / Industri penerbangan berbiaya rendah saat ini berkembang pesat dengan tingkat kompetisi tinggi antar pemain di industri ini, khususnya wilayah Indonesia. Strategi pemasaran melalui media sosial menjadi pilihan untuk mendapatkan pelanggan sekaligus mendorong niat pelanggan berbagi ulasan positif di situs jejaring sosial. Penelitian ini bertujuan untuk mempelajari pengaruh dari social media experience dan brand cognition yang dimediasi oleh attitude toward social media, attitude toward brand dan booking intention terhadap electronic word of mouth. Populasi pada penelitian ini adalah konsumen AirAsia Indonesia yang mengikuti media sosial AirAsia Indonesia. Penelitian ini dilakukan dengan metode kuantitatif dengan pengumpulan data melalui survey online. Didapatkan data dari 180 responden dan dianalisa dengan Structural Equation Model (SEM) Partial Lest Square (PLS). Penelitian ini memberikan pemahaman pengaruh positif social media experience dalam membangun sikap pelanggan terhadap brand AirAsia Indonesia dan pengaruhnya terhadap niat melakukan eWOM yang dapat memberikan masukan bagi manajer pemasaran. Diperlukan penelitian lebih lanjut lintas maskapai untuk manfaat lebih bagi industri penerbangan. Penelitian ini juga dapat direplikasi untuk produk atau layanan lain untuk penelitian di masa depan.

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