Analisis Pengaruh Lingkungan Sosial Masyarakat Batam Terhadap Media Sosial Perusahaan Produsen Sepatu Olahraga

Fahza, M Ari (2019) Analisis Pengaruh Lingkungan Sosial Masyarakat Batam Terhadap Media Sosial Perusahaan Produsen Sepatu Olahraga. Undergraduate thesis, Universitas Internasional Batam.

[img] Text
s-1541242-abstract-en.pdf

Download (336kB)
[img] Text
s-1541242-abstract-id.pdf

Download (291kB)
[img] Text
s-1541242-bibliography.pdf

Download (402kB)
[img] Text
s-1541242-chapter1.pdf

Download (1MB)
[img] Text
s-1541242-chapter2.pdf

Download (2MB)
[img] Text
s-1541242-chapter5.pdf

Download (399kB)
[img] Text
s-1541242-cover-id.pdf

Download (23kB)

Abstract

Indonesia merupakan salah satu negara dengan jumlah pengguna internet terbesar peringkat 4 dunia. Berdasarkan data yang ada Indonesia menjadi bagian penting pengguna sosial media di dunia Platform medsos yang paling digunakan oleh orang Indonesia, di antaranya YouTube 43%, Facebook 41%, WhatsApp 40%, Instagram 38%, Line 33%, BBM 28%, Twitter 27%, Google+ 25%, FB Messenger 24%, LinkedIn 16%, Skype 15%, dan WeChat 14%. Tingkat penetrasi penggunaan sosial media di indonesia mencapai 67%, sehingga dapat disimpulkan bahwa setiap harinya orang indonesia minimal menggunakan 3 jam setiap harinya untuk internet. Melihat trend dari sepatu olahraga yang terus berkembang pesat di Indonesia, maka penulis mengambil judul tersebut. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh sosial masyarakat batam terhadap sosial media perusahaan pada produsen sepatu olahraga. Objek dari penelitian ini adalah sosial media perusahaan produsen sepatu olahraga, dan teknik yang digunakan yaitu purposive sampling. Hasil dari penelitian ini diolah menggunakan PLS 3.0 dan untuk hasil analisis deskriptif menggunakan SPSS 22. Jumlah responden dari penelitian ini berjumlah 310 responden. Sampling yang diambil yaitu pengguna sosial media aktif yang pernah menfollow atau menlike fanspage produsen sepatu olahraga. Hasil dari hipotesis penelitian ini yaitu H1,H2,H3,H5,H7,dan H8 signifikan positif dan H4 dan H6 tidak signifikan. Penelitian ini menghasilkan temuan empiris sebagai data kuantitatif yang baik dan memungkinkan untuk mengembangkan dalam penelitian selanjutnya. Kata Kunci: pemasaran digital, attitude homophily, status homophily, social tie strength, self-congruence, brand loyalty, brand love, word of mouth. ********************************************************************** Indonesia is one of the countries with the largest number of internet users ranked 4 in the world. Based on existing data, Indonesia is an important part of social media users in the world. The most popular social media platform for Indonesia, including YouTube 43%, Facebook 41%, WhatsApp 40%, Instagram 38%, Line 33%, BBM 28%, Twitter 27 %, 25% Google+, FB Messenger 24%, LinkedIn 16%, Skype 15%, and WeChat 14%. The penetration rate of social media use in Indonesia reaches 67%, so it can be concluded that every day Indonesians use at least 3 hours a day for the internet. As the trend of sports shoes that continue to grow rapidly in Indonesia, the authors took the title. This study aims to see how much social influence Batam society has on social media companies in sports shoe manufacturers. The object of this study is a social media company producing sports shoes, the technique used is purposive sampling. The results of this study were processed using PLS 3.0 and for the results of descriptive analysis using SPSS 22. The number of respondents from this study amounted to 310 respondents. Sampling is taken, namely active social media users who have followed or like fanspage of sports shoe manufacturers. The results of this research hypothesis are H1, H2, H3, H5, H7, and H8 positive and H4 and H6 are not significant. This study produced empirical findings as good quantitative data and made it possible to develop in further research. Keyword: digital marketing attitude homophily, status homophily, social tie strength, self-congruence, brand loyalty, brand love, word of mouth.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 20
Uncontrolled Keywords: digital marketing, attitude homophily, status homophily, social tie strength, self-congruence, brand loyalty, brand love, word of mouth.
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 18 Oct 2019 10:20
Last Modified: 18 Oct 2019 10:20
URI: http://repository.uib.ac.id/id/eprint/1614

Actions (login required)

View Item View Item