Efektivitas Perbandingan Penggunaan Social Media Marketing Pada Dompet Digital OVO Dan Gopay

Sari, Jelly Van Perwito (2023) Efektivitas Perbandingan Penggunaan Social Media Marketing Pada Dompet Digital OVO Dan Gopay. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

OVO dan Gopay melihat kondisi perubahan tren pembayaran tunai ke non-tunai sebagai tantangan dan peluang baru untuk memperluas pasar spesifiknya pada bidang pembayaran, dengan melakukan strategi Social Media Marketing. OVO dan Gopay menggunakan media sosial Instagram sebagai saluran komunikasi digitalnya dengan tujuan untuk mendorong penyebaran konten informasi kepada pengguna. Studi ini mengembangkan dan memvalidasi 32 item, dari (Yadav & Rahman, 2018) dengan skala lima dimensi Social Media Marketing Activities (SMMAs): interactivity, informativeness, word-of-mouth, personalization, dan trendiness untuk mengukur persepsi yang dirasakan dari sisi pengguna. Penelitian ini bertujuan melihat efektivitas Social Media Marketing Activities (SMMAs) yang dilakukan oleh kedua merek dompet digital yakni OVO dan Gopay. Penelitian dilakukan menggunakan pendekatan kuantitatif deskriptif. Data penelitian dikumpulkan dengan menggunakan survei kuesioner online terhadap 102 partisipan. Riset ini memberikan wawasan mendalam tentang faktor-faktor dan alasan signifikan yang mempengaruhi konsumen dompet digital di Indonesia untuk memutuskan konten mana yang ingin mereka respons melalui pengaruh aktivitas media sosial dengan berdasarkan Teori Uses and Gratification. / OVO and Gopay see the changing trend from cash to non-cash payment as a new challenge and opportunity to extend the market specifically on payment sector. By implementing the strategy of Social Media Marketing. OVO and Gopay using social media Instagram as of their digital communication channels with objective is to encourage the distribution of content information to the users. This study developed and validated 32 items from (Yadav & Rahman, 2018) with the five-dimensional scale of Social Media Marketing Activities (SMMAs): interactivity, informativeness, word-of-mouth, personalization, and trendiness to measure perceived from the users side. This study aims to deep-dive into the implementation effectiveness of Social Media Marketing Activities (SMMAs) between digital wallet OVO and Gopay. Research conducted by using descriptive quantitative approach. Research data was collected using an online questionnaire survey of 102 participants. This research provides in-depth insight into the significant factors and reasons behind affecting digital wallet consumers in Indonesia to decide which content they are willing to respond to through the influence of social media activities based on the Uses and Gratification Theory.

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