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Part 1: Document Description
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Citation |
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Title: |
PENGARUH PEMASARAN JEJARING MEDIA SOSIAL DAN KETERIKATAN KONSUMEN TERHADAP NIAT BELI KONSUMEN DISNEY PLUS HOTSTAR DI INDONESIA (STUDI PADA YOUTUBE DAN INSTAGRAM) |
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Identification Number: |
doi:10.34820/FK2/YMTLE5 |
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Distributor: |
Telkom University Dataverse |
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Date of Distribution: |
2022-03-11 |
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Version: |
2 |
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Bibliographic Citation: |
RACHMAWATI, INDIRA, 2022, "PENGARUH PEMASARAN JEJARING MEDIA SOSIAL DAN KETERIKATAN KONSUMEN TERHADAP NIAT BELI KONSUMEN DISNEY PLUS HOTSTAR DI INDONESIA (STUDI PADA YOUTUBE DAN INSTAGRAM)", https://doi.org/10.34820/FK2/YMTLE5, Telkom University Dataverse, V2 |
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Citation |
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Title: |
PENGARUH PEMASARAN JEJARING MEDIA SOSIAL DAN KETERIKATAN KONSUMEN TERHADAP NIAT BELI KONSUMEN DISNEY PLUS HOTSTAR DI INDONESIA (STUDI PADA YOUTUBE DAN INSTAGRAM) |
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Identification Number: |
doi:10.34820/FK2/YMTLE5 |
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Authoring Entity: |
RACHMAWATI, INDIRA (Telkom University) |
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Distributor: |
Telkom University Dataverse |
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Access Authority: |
RACHMAWATI, INDIRA |
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Depositor: |
RACHMAWATI, INDIRA |
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Date of Deposit: |
2022-03-11 |
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Study Scope |
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Keywords: |
Social Sciences, Social Media Marketing, Consumer Engagement, Purchase Intention |
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Abstract: |
The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy. |
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Methodology and Processing |
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Sources Statement |
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Data Access |
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Notes: |
CC0 Waiver |
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Other Study Description Materials |
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Label: |
ijsms-v4i4p123.pdf |
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Notes: |
application/pdf |
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Label: |
Laporan PDT 2021 (2).pdf |
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Notes: |
application/pdf |
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Label: |
Laporan PDT 2021 (Fin).pdf |
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Notes: |
application/pdf |