Sutjipto, Abigail Valencia and Tanubrata, Jessalyn and Jane, Josephine (2022) Laporan seminar hasil penelitian non-produk pengaruh pemasaran jejaring media sosial dan keterikatan konsumen terhadap niat beli konsumen Kopi Kenangan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pesatnya perkembangan ini menjadikan internet sebagai alat komunikasi utama. Perkembangan juga semakin pesat sejak internet mulai dapat diakses dengan mudah. Media sosial semakin banyak digunakan sebagai sarana promosi produk. Salah satu bentuk pemasaran adalah pemasaran elektronik yang berfokus pada pemanfaatan teknologi informasi untuk kegiatan pemasaran. Media sosial adalah sebuah media online, sehingga para penggunanya bisa dengan mudah berpartisipasi, berbagi, berbisnis. Sosial Media semakin banyak digunakan untuk sarana promosi produk. Karena perkembangan zaman inilah yang menimbulkan bertambahnya tuntutan kebutuhan yang harus dipenuhi. Hal ini membuat banyak pelaku bisnis yang melihat peluang bisnis yang cukup baik untuk konsumen. Salah satu peluang yang cukup baik adalah bisnis kedai kopi atau sering disebut sebagai Coffee Shop. Seminar Hasil berhasil dilakukan dengan baik dengan cara menjelaskan isi dari penelitian, dimulai dari cover judul, kata pengantar, latar belakang dan metode-metode yang digunakan dalam penelitian tersebut. Selama Kegiatan Seminar Hasil berlangsung penyampaian semua isi dari penelitian sudah terealisasikan. Seminar hasil penelitian ini juga memberikan pengetahuan mengenai pemasaran jejaring media sosial dan kaitannya dengan niat beli yaitu dengan menggunakan metode Probability Sampling yang berarti teknik pengambilan sampel secara acak dan metode yang digunakan dalam Probability Sampling ini adalah Stratified Random Sampling yang berarti menetapkan pengelompokan anggota populasi dalam kelompok tingkatan tertentu seperti tingkat tinggi, sedang, rendah. Dari hasil tersebut, maka saran bagi akademis adalah melakukan analisa lebih dalam lagi mengenai pemasaran elektronik dan keterikatan konsumen melalui buku, jurnal dan penelitian. Seminar hasil dilengkapi dengan menjawab pertanyaan dosen reviewer dengan baik. Selain itu, disarankan bagi para pelaku bisnis untuk lebih memperhatikan faktor yang berpengaruh terhadap keterikatan konsumen seperti pemasaran dalam jejaring media sosial. / This rapid development has made the internet the main means of communication. Development has also accelerated since the internet began to be easily accessible. Social media is increasingly being used as a means of product promotion. One form of marketing is electronic marketing which focuses on the use of information technology for marketing activities. Social media is an online media, so its users can easily participate, share, do business. Social Media is increasingly being used as a means of product promotion. Because of the development of this era, it has caused an increase in the demands of needs that must be met. This makes many business people see business opportunities that are quite good for consumers. One of the opportunities that is quite good is the coffee shop business or we often refer to it as coffee shop. The Results Seminar was successfully carried out well by explaining the content of the research, starting from the cover of the title, preface, background and methods used in the research. During the Seminar, the results of the presentation of all the contents of the research have been realized. The seminar results of this study also provide knowledge about social media network marketing and its relation to purchase intentions, namely by using the Probability Sampling method which means a random sampling technique and the method used in Probability Sampling is Stratified Random Sampling which means to determine the grouping of population members in certain level groups such as high, medium, low. From these results, then the advice for academics is to do a deeper analysis of electronic marketing and consumer attachment through books, journals and research. The results seminar is complemented by answering the questions of the reviewer lecturer well. In addition, it is advisable for business people to pay more attention to factors that affect consumer attachment such as marketing in social media networks.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | pemasaran elektronik; seminar hasil, keterikatan konsumen, media sosial / electronic marketing; results of seminar; consumer engagement; social media | ||||||||||||
Subjects: | T Technology > TX Home economics > TX 901-953 Hospitality Industry | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management |
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Depositing User: | Josephine Jane | ||||||||||||
Date Deposited: | 16 Aug 2022 03:52 | ||||||||||||
Last Modified: | 16 Sep 2022 05:50 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/49666 |
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