Pengaruh Viral Marketing Terhadap Intention to Use (Studi kasus pada Apple Music)

Prasetyo, Darvien Hangga (2021) Pengaruh Viral Marketing Terhadap Intention to Use (Studi kasus pada Apple Music). Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (730kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (192kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (466kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (512kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (944kB)

Abstract

Penelitian ini menggunakan Apple Musik sebagai sampel dengan meneliti pengaruh viral marketing terhadap intention to use. Saat ini layanan streaming dalam industri musik telah menjadi metode paling populer bagi konsumen untuk mendengarkan musik. Oleh sebab itu metode viral marketing dilakukan untuk menghadapi situasi tersebut dengan indikatornya yaitu informativeness, entertainment, irritation dan source credibility. Informativeness. Penelitian ini menggunakan metode kunatitatif dengan aplikasi PLS. Hasil dari peneliatian ini adalah: 1). Informativeness membantu dalam pembuatan keputusan pembelian pada sikap suatu konsumen terhadap periklanan online, dengan demikian dapat dikembangkan disimpulkan bahwa Informativeness berpengaruh positif terhadap Consumer Intention to Use. 2). Entertainment diperlukan pada viral marketing karena mampu dalam menarik perhatian konsumen dan juga dapat meningkatkan loyalitas konsumen, dengan demikian dapat dikembangkan disimpulkan bahwa Entertainment berpengaruh positif terhadap Consumer Intention to Use. 3). Irritation bersifat mengganggu atau membuat kesal pendengar ketika iklan yang didengar mengandung pesan yang terlalu manipulatif, mengganggu perasaan konsumen dan juga ketika iklan tersebut berisi informasi yang membingungkan, mengalihkan atau tidak jelas yang dapat mengakibatkan sikap konsumen negatif. Dengan demikian dapat dikembangkan disimpulkan bahwa Irritation berpengaruh negatif terhadap Consumer Intention to Use. 4). Source Credibility pada pesan sangat dibutuhkan, jika pesan berasal dari sumber tepercaya maka resiko tidak kredibilitas pada pesan rendah. Penerima pesan akan tidak menjadi masalah dalam hal ketidakamanan dan privasi ketika menerima pesan dari sumber yang kredibilitas, dengan demikian dapat dikembangkan disimpulkan bahwa Source Credibility berpengaruh positif terhadap Consumer Intention to Use Kata Kunci: viral marketing, informativeness, entertainment, irritation, source credibility, intention to use, smartPLS / This study uses Apple Music as a sample by examining the effect of viral marketing on intention to use. Currently, streaming services in the music industry have become the most popular method for consumers to listen to music. Therefore, the viral marketing method is used to deal with this situation with indicators, namely informativeness, entertainment, irritation and source credibility. Informativeness. This study uses quantitative methods with PLS applications. The results of this research are: 1). Informativeness helps in making purchasing decisions on a consumer's attitude towards online advertising, thus it can be concluded that informativeness has a positive effect on Consumer Intention to Use. 2). Entertainment is needed in viral marketing because it is able to attract consumer attention and can also increase consumer loyalty, thus it can be concluded that Entertainment has a positive effect on Consumer Intention to Use. 3). Irritation is annoying or irritates listeners when the advertisement that is heard contains messages that are too manipulative, disturbs the feelings of consumers and also when the ad contains confusing, distracting or unclear information that can result in negative consumer attitudes. Thus it can be concluded that Irritation has a negative effect on Consumer Intention to Use. 4). Source Credibility on the message is really needed, if the message comes from a trusted source then the risk of not credibility on the message is low. The recipient of the message will not be a problem in terms of insecurity and privacy when receiving messages from credible sources, thus it can be concluded that Source Credibility has a positive effect on Consumer Intention to Use Keywords: viral marketing, informativeness, entertainment, irritation, source credibility, intention to use, smartPLS

Actions (login required)

View Item