Pengaruh social media marketing terhadap consumer hope yang dimediasi consumer values dan dampaknya pada intention to enroll dan to follow university social media (studi pada pelajar sma kelas 11 dan 12 di provinsi DKI Jakarta dan Banten)

Nagoya, Rocky (2021) Pengaruh social media marketing terhadap consumer hope yang dimediasi consumer values dan dampaknya pada intention to enroll dan to follow university social media (studi pada pelajar sma kelas 11 dan 12 di provinsi DKI Jakarta dan Banten). Doctoral thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap intention to enroll dan to follow university social media, yang dimediasi oleh consumer values dan consumer hope. Variabel firm generated content (FGC) dan user generated content (UGC) merupakan instrument dari social media marketing. Consumer values meliputi variabel functional value, social value, emotional value, innovative value dan economic value. Penelitian ini berhubungan dengan pemilihan universitas swasta bagi pelajar kelas 11 dan 12, selaku responden penelitian ini. Sampel yang digunakan adalah 460 pelajar SMA kelas 11 dan 12 di Provinsi DKI Jakarta dan Banten. Teknik penelitian yang digunakan adalah kuantitatif korelasional. Analisis data dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perangkat pengolah data SmartPLS. Hasil penelitian mendukung sebagian hipotesis yang diajukan. Hipotesis yang tidak signifikan adalah pengaruh FGC terhadap economic value serta pengaruh functional value, social value, emotional value dan innovative value terhadap consumer hope. / The purpose of this research is to determine the influence of social media marketing on intention to enroll and to follow university social media, which is mediated by consumer values and consumer hope. Social media marketing is represented by firm generated content (FGC) and user generated content (UGC) variables. Consumer values include variables functional value, social value, emotional value, innovative value and economic value. This research is related to the selection of private universities for students in grades 11 and 12, as respondents of this study. The sample used was 460 high school students in grades 11 and 12 in DKI Jakarta and Banten Provinces. The research technique used is quantitative correlational. Data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS data processing tools. The results of the study support some of the proposed hypotheses, The hypothesis that is not significant are the effect of FGC on economic value and the effect of functional value, social value, emotional value and innovative value on consumer hope.

Item Type: Thesis (Doctoral)
Creators:
CreatorsNIMEmail
Nagoya, RockyNIM00000015694rockyuph@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSupratikno, HendrawanNIDN0621046003hendrasupra@yahoo.com
Thesis advisorBernarto, InnocentiusNIDN0320016501bernarto227@gmail.com
Thesis advisorAntonio, FerdiNIDN0321026802ferdi.antonio@gmail.com
Uncontrolled Keywords: consumer hope ; FGC ; Media sosial ; pemilihan universitas ; social media ; university choice
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Doctor of Management
Current > Faculty/School - UPH Karawaci > Business School > Doctor of Management
Depositing User: Users 19034 not found.
Date Deposited: 28 Jul 2021 07:31
Last Modified: 15 Sep 2021 09:45
URI: http://repository.uph.edu/id/eprint/40633

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