Pengaruh peer communication di facebook dan twitter terhadap keinginan konsumen untuk menonton film Indonesia di bioskop = The effect of peer communication in facebook and twitter to consumer's intention to watch Indonesian movie in cinema
Fetriyanti;
Nurdin Sobari, supervisor; Sumiyarto, examiner; Sri Rahayu Hijrah Hati, examiner
([Publisher not identified]
, 2014)
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[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari variabel tie strength with peers dan identification with the peer group yang mempengaruhi peer communication di media sosial Facebook & Twitter yang mempengaruhi product attitude dan product involvement konsumen terhadap film Indonesia sehingga mempengaruhi variabel purchase intention (keinginan konsumen menonton film Indonesia), serta pengaruh positif signifikan dari variabel moderasi need for uniqueness terhadap pengaruh peer communication dan product attitude. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan dalam satu kali periode. Responden penelitian berjumlah 206 orang yang aktif di media sosial Facebook dan Twitter serta sudah pernah menonton film Indonesia dalam 6 bulan terakhir. Model penelitian dengan delapan hipotesis diuji menggunakan Structural Equation Modelling (SEM) dengan aplikasi Lisrel 8.50. Hasil penelitian menyatakan bahwa tie strength with peers dan identification with the peer group mempengaruhi peer communication secara positif signifikan sehingga mempengaruhi product attitude dan product involvement secara positif signifikan dan kemudian berpengaruh positif signifikan terhadap purchase intention (keinginan konsumen menonton film Indonesia di bioskop). Namun, dalam hasil pengujian variabel moderasi need for uniqueness terhadap pengaruh variabel peer communication di media sosial Facebook dan Twitter dengan product attitude terhadap film Indonesia menghasilkan pengaruh negatif dan tidak signifikan. ABSTRACT, This study aims to determine the positive and significant impact of tie strength variables withpeers and identification with the peer group influence peer communication in social mediaFacebook and Twitter that affect product attitude and product involvement consumers ofIndonesian films thus affecting the purchase intention variable (consumer intention to watchIndonesian movies), as well as a significant positive effect of moderating variables need foruniqueness against the influence of peer communication and product attitude. This study usesan exploratory research design and descriptive done in one period. Respondents numbered206 people active in social media Facebook and Twitter as well as Indonesian have everwatched a movie in the last 6 months. Model studies with eight hypotheses were tested usingStructural Equation Modeling (SEM) with Lisrel application 8.50. The study states that tiestrength with peers and identification with the peer group peer communication positivelyaffect significantly affecting product attitude and product involvement significantly positivelyand then significant positive effect on purchase intention (desire of consumers to watchmovies in cinema in Indonesia). However, the results of testing a moderating variable needfor uniqueness of the influence of peer communication variables on Facebook and Twittersocial media with product attitude towards Indonesian film produces a negative andsignificant effect.] |
S56550-Fetriyanto.pdf :: Unduh
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No. Panggil : | S56550 |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Entri tambahan-Nama badan : | |
Subjek : | |
Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2014 |
Program Studi : |
Bahasa : | ind |
Sumber Pengatalogan : | LibUI ind rda |
Tipe Konten : | text |
Tipe Media : | unmediated ; computer |
Tipe Carrier : | volume ; online resource |
Deskripsi Fisik : | xvi, 90 pages : illustration ; 30 cm + appendix |
Naskah Ringkas : | |
Lembaga Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lantai 3 |
No. Panggil | No. Barkod | Ketersediaan |
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S56550 | 14-18-984437118 | TERSEDIA |
Ulasan: |
Tidak ada ulasan pada koleksi ini: 20386900 |