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PENGARUH PEMASARAN JEJARING MEDIA SOSIAL INSTAGRAM DIGITAL AMOEBA DAN KETERKAITAN KONSUMEN TERHADAP NIAT BELI KONSUMEN
Version 1.0
Telkom University, INDIRA RACHMAWATI, 2023, "PENGARUH PEMASARAN JEJARING MEDIA SOSIAL INSTAGRAM DIGITAL AMOEBA DAN KETERKAITAN KONSUMEN TERHADAP NIAT BELI KONSUMEN", https://doi.org/10.34820/FK2/ORRMYH, Telkom University Dataverse, V1, UNF:6:NREOcq04lXTzAXlZd3VW8A== [fileUNF]
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Description
Dunia pemasaran terus mengalami beberapa evolusi yang terjadi dalam beberapa era, sehingga saat ini pemasaran telah memasuki era 5.0 yang menerapkan teknologi AI. Penerapan AI dilakukan dalam perhitungan algoritma media sosial untuk melakukan peningkatan performa suatu akun media sosial dengan menganalisa data di jejaring media sosial agar promosi yang ditawarkan dapat tersampaikan sesuai target dan meningkatkan keterkaitan konsumen dan dapat menemukan pelanggan baru. Digital Amoeba mengimplementasikan pemasaran melalui jejaring media sosial dengan menggunakan Instagram untuk memasarkan webinar yang dibentuk melalui produk Eventeer untuk dapat meningkatkan niat beli konsumen. Namun, terkait dengan pemasaran mengenai webinar belum ditemukan pada Instagram Digital Amoeba dan terkait dengan engagement rate pada Instagram Digital Amoeba masih rendah dibandingkan dengan kompetitornya, sehingga menjadikan niat beli konsumen terhadap sesi webinar masih berada di kalangan internal Telkom. Tujuan penelitian ini adalah untuk mengetahui pengaruh pemasaran jejaring media sosial di Instagram Digital Amoeba dan keterkaitan konsumen terhadap niat beli konsumen. Metode penelitian yang digunakan adalah metodologi penelitian kuantitatif dengan pendekatan penelitian asosiatif kausal dengan teknik analisis data menggunakan Structural Equation Model (SEM) dan alat analisis menggunakan AMOS 24.0. Populasi dalam penelitian ini adalah semua followers Instagram Digital Amoeba. Ukuran sampel pada penelitian ini adalah 314 responden. Hasil penelitian menunjukkan bahwa pemasaran jejaring media sosial berpengaruh signifikan terhadap niat beli konsumen dengan keterkaitan konsumen berperan sebagai variabel intervening dalam mempengaruhi pengguna media sosial untuk memiliki niat beli konsumen. Saran praktis adalah dengan menambahkan mengenai sesi webinar dengan mengandung konten entertaining untuk meningkatkan keterkaitan konsumen dalam Instagram Digital Amoeba. Saran teoritis adalah melakukan penelitian dengan mempertimbangkan variabel pendukung lainnya, seperti kualitas produk, merek, dan iklan. (2023-02-24)
Subject Business and Management
Keyword Niat beli konsumen, pemasaran media sosial
1 File
Lampiran Data Mentah_Haifaninda Istifaroh.tab
Tabular Data - 55.5 KB - Oct 2, 2023 - 51 Downloads
30 Variables, 314 Observations - UNF:6:NREOcq04lXTzAXlZd3VW8A==
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