Hasil Pencarian  ::  Simpan CSV :: Kembali

Hasil Pencarian

Ditemukan 2 dokumen yang sesuai dengan query
cover
Simatupang, Idayu Kristina
Komunikasi dalam proses keputusan pembelian produk high involvement berbasis teknologi tinggi (studi pada konsumen digital natives dan digital immigrants terhadap pembelian smartphone) = Communication analysis of high involvement decision on high tech product (studied about digital natives abd digital immigrants while taking high involvement decision to smartphone)
"[ABSTRAK
Studi ini berangkat dari keadaan dunia yang diwarnai oleh massifnya perkembangan
teknologi informasi dan komunikasi. Perkembangan teknologi berimplikasi pada dua
perilaku generasi konsumen yaitu generasi Digital Natives (DN) dan Digital
Immigrants (DI), suatu generasi yang sering mengalami kecemasan terhadap
teknologi, dikenal sebagai technology anxiety. Studi ini melihat bagaimana dua
generasi konsumen yang berbeda dalam proses memutuskan membeli produk
berbasis teknologi tinggi / high technology seperti smartphone, khususnya untuk
menggali proses komunikasi serta mengatasi technology anxiety. Berlandaskan
paradigma post-positivistik dengan pendekatan kualitatif, studi ini menghasilkan
temuan bahwa DI mengatasi kecemasan dan membeli high tech melalui proses
komunikasi dengan kelompok, sedangkan DN tidak memiliki kecemasan serta
cenderung melakukan proses komunikasi dengan dunia virtual sebelum membeli.
ABSTRACT
This research inspired by picture of a world whose full of information technology and
communications. Development of information technology and communications have
impact for the two generations of consumer behavior, namely the generation of
Digital Natives and Digital Immigrants, a generation that experience technology
anxiety. This research?s aim is digging about how two different generations of
consumers in the process of deciding to buy a high tech product, smartphones, in
particular to explore the communication process and how to overcome technology
anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this
research found that the DI overcome anxiety and buy high-tech through the
communication process with the group, while the DN does not have anxiety and tend
to make the process of communication with the virtual world before buying., This research inspired by picture of a world whose full of information technology and
communications. Development of information technology and communications have
impact for the two generations of consumer behavior, namely the generation of
Digital Natives and Digital Immigrants, a generation that experience technology
anxiety. This research’s aim is digging about how two different generations of
consumers in the process of deciding to buy a high tech product, smartphones, in
particular to explore the communication process and how to overcome technology
anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this
research found that the DI overcome anxiety and buy high-tech through the
communication process with the group, while the DN does not have anxiety and tend
to make the process of communication with the virtual world before buying.]"
2015
T44940
UI - Tesis Membership  Universitas Indonesia Library
cover
Nicku Rendy Perdana
Pengaruh Tingkat Keikutsertaan dalam Jaringan Sosial dan Tingkat Literasi Digital terhadap Tingkat Penggunaan Media Sosial di Kalangan Digital Natives dan Digital Immigrants = The Impact of Participation in Social Network Level and Digital Literacy Level on Social Media Usage Level among Digital Natives and Digital Immigrants
"Studi ini berusaha mengangkat persoalan kesenjangan yang muncul antara perilaku penggunaan media sosial oleh kalangan digital natives dan digital immigrants. Studi sebelumnya menjelaskan penggunaan media sosial yang dilatarbelakangi upaya untuk tetap terhubung di dalam jejaring sosial pengguna dan kapabilitas literasi digital pengguna. Dalam penelitian berikut, peneliti melihat permasalahan terkait dengan perbedaan perilaku penggunaan media sosial antara digital natives dan digital immigrants. Peneliti berargumen bahwa tingkat keikutsertaan dalam jaringan sosial dan tingkat literasi digital memberikan pengaruh yang berbeda antara generasi digital natives dan digital immigrants dalam menggunakan media sosial. Penelitian dilakukan terhadap 126 sampel yang diambil berdasarkan teknik non-probabilita. Penelitian menunjukkan tingkat keikutsertaan dalam jaringan sosial tidak signifikan mempengaruhi tingkat penggunaan media sosial. Tingkat literasi digital mempengaruhi secara signifikan tingkat penggunaan media sosial dengan arah hubungan positif yang lemah. Tingkat keikutsertaan dalam jaringan sosial memiliki perbedaan pengaruh terhadap tingkat penggunaan media sosial di kalangan digital natives dan immigrants, di mana variabel berikut hanya mempengaruhi pada kalangan digital immigrants, tidak dengan digital natives. Variabel tingkat literasi digital memiliki perbedaan yang kecil secara statistik dalam mempengaruhi variabel tingkat penggunaan sosial di kalangan digital natives dan digital immigrants, di mana pada keduanya didapati pengaruh lemah signifikan terhadap tingkat penggunaan media sosial.
This study aims to raise the gap issue arisen between social media usage behavior by digital natives and digital immigrants. Former studies have described social media usage as a backdrop of efforts to be connected to the user's social network and digital literacy capability. In the following study, the researcher seeks problems related to differences in social media usage behavior between digital natives and digital immigrants. The researcher argues that participation level in social networks and digital literacy level have a different effect between generation of digital natives and digital immigrants in using social media. The research was conducted on 126 samples took with non-probability technique. Research shows the level of participation in social network insignificantly impacts level of social media usage. The level of digital literacy significantly impacts level of social media usage. The level of participation in social network has different impact between digital natives and immigrants, whereas this variable only impacting among digital immigrants, not the digital natives. The level of digital literacy variable statistically has a little difference between digital natives and immigrants, while both groups shown significant weak impact to the level of social media usage."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2021
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library