Anteseden dari penggunaan teknologi informasi untuk promosi serta dampaknya pada pencapaian tujuan pameran Dagang (studi pada industri makanan dan minuman)

Fiarini, Fiarini (2021) Anteseden dari penggunaan teknologi informasi untuk promosi serta dampaknya pada pencapaian tujuan pameran Dagang (studi pada industri makanan dan minuman). Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh variable-variabel yang terdiri dari website design perception, firm-related motives for IT usage, customer oriented capability, competitor oriented capability dan social media use terhadap penggunaan teknologi informasi untuk promosi dan melakukan follow-up. Kemudian dampak teknologi informasi untuk promosi dan melakukan follow-up dalam mencapai tujuan pameran dagang. Adapun model penelitian ini merupakan modifikasi dari penelitian terdahulu. Penelitian ini dilakukan di Indonesia pada 167 pelaku usaha/perusahaan yang bergerak di industri makanan dan minuman. Responden penelitian diambil dengan teknik purposive sampling, dimana diambil melalui instrument kuesioner yang disebarkan secara online. Data yang diperoleh kemudian dianalisis dengan metode PLS. Hasil temuan dari penelitian ini menunjukkan terdapat variable yang berpengaruh positif yang signifikan terhadap IT usage for promotion and after-show follow-up yaitu variabel website design perception, firm-related motives for IT usage, dan social media use. Sedangkan variabel customer oriented capability dan competitor oriented capability tidak signifikan berpengaruh positif terhadap IT usage for promotion and after-show follow-up. Dan IT usage for promotion dan after-show follow-up mempunyai dampak terhadap achievement of trade show objectives. Temuan penelitian ini dapat memberikan implikasi manajerial bagi pelaku usaha/perusahaan makanan minuman dan dapat dikembangkan lebih lanjut pada penelitian. / This study aim to analyze the influence of website design perception, firm-related motives for IT usage, customer oriented capability, competitor oriented capability dan social media use on IT usage for promotion and after-show follow-up. And then the impact of IT usage for promotion dan after-show follow-up on achievement of trade show objectives. The research model is a modification of previous research. This study was conducted in Indonesia on 167 business actors /companies which engaged in the food and beverage industry. Research respondents were taken by purposive sampling, which was taken through a questionnaire instrument distributed online. The data obtained were then analyzed with PLS method. The findings of this study indicate that there are variables that have a significant positive effect on IT usage for promotion and after-show follow-up were variabel website design perception, firm-related motives for IT usage, and social media use. furthermore variabel customer oriented capability dan competitor oriented capability not significantly have positive effect to IT usage for promotion and after-show follow-up. And IT usage for promotion dan after-show follow-up have an impact on achievement of trade show objectives. The findings of this study provide managerial implications for business actors / food and beverage companies and can be further developed in research.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Fiarini, FiariniNIM01619180075fiarini@kemendag.go.id
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAntonio, FerdiNIDN0321026802UNSPECIFIED
Uncontrolled Keywords: website design perception ; firm-related motives for IT usage ; IT usage for promotion ; achievement of trade show objectives
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 4123 not found.
Date Deposited: 20 Mar 2021 08:27
Last Modified: 12 Apr 2021 04:26
URI: http://repository.uph.edu/id/eprint/30233

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