Pramono, Dwi Budi (2017) Dari online motivation ke purchase intention dan word of mouth: studi empiris tentang respon konsumen terhadap iklan di media sosial. Masters thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah untuk mempelajari bagaimana motivasi konsumen yang melandasi penggunaan media sosial berpengaruh terhadap respon mereka terkait iklan yang mereka temukan di media sosial. Model penelitian digunakan untuk menganalisis berbagai variabel terkait sebelum dan sesudah klik iklan dilakukan. Penelitian ini dilakukan di daerah JABODETABEK dengan 220 responden berusia minimal 18 tahun. Data yang terkumpul diolah dan dianalisis menggunakan PLS-SEM. Hasil penelitian ini mengungkapkan bahwa motivasi konsumen berpengaruh positif terhadap persepsi konsumen terkait nilai informasi dan hiburan iklan dimana kesesuaian iklan diperlukan bagi mereka yang menggunakan media sosial untuk berkomunikasi dengan teman ataupun rekan mereka. Klik iklan kemudian mengarahkan konsumen untuk mengevaluasi produk atau jasa yang pada akhirnya akan berpengaruh pada keinginan untuk melakukan pembelian dan juga penyebaran informasi terkait produk ataupun jasa tersebut
| Item Type: | Thesis (Masters) | ||||||||
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| Additional Information: | T 19-15 PRA d | ||||||||
| Uncontrolled Keywords: | Connection Motivation ; Consumption Motivation ; Congruity ; Perceive Informativeness ; Perceive Entertainment ; Attitude Toward SNS Ads ; Ad Clicks ; Fan Of Brand ; Product Evaluation ; Purchase Intention ; Word-Of-Mouth (WOM) | ||||||||
| 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 |
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| Depositing User: | Users 18 not found. | ||||||||
| Date Deposited: | 08 Jul 2019 08:24 | ||||||||
| Last Modified: | 11 Nov 2021 02:09 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/3848 |
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