Article Sidebar

Download
PDF
Statistic
Read Counter : 463 Download : 454

Downloads

Download data is not yet available.

Main Article Content

Abstract

This research aims to identify the effect advertising through social media, particularly Youtube, on purchase intention towards Pantene shampoo. The objects of this research object are the students of Bachelor Degree at Business Department of Telkom University in 2013-2015. This research used quantitative method with primary data gathered by questionnaire. The data collection of 100 respondents was conducted based on probability random sampling and analysed simple linear regression analysis. The results indicate that social media advertising via Youtube give positive effect on purchase intention.


Abstrak


Penelitian ini bertujuan untuk mengetahui pengaruh iklan melalui media sosial Youtube terhadap minat beli sampo Pantene. Objek penelitian ini adalah mahasiswa dengan populasi mahasiswa S1 Jurusan Administrasi Bisnis Universitas Telkom pada tahun 2013-2015. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Jenis data yang dibutuhkan untuk penelitian adalah data primer dengan dengan menyebarkan kuesioner. Pengambilan sampel sejumlah 100 responden dilakukan dengan metode probability sampling khususnya proportionate random sampling yang dianalisis dengan menggunakan regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa iklan melalui media sosial berpengaruh positif terhadap minat beli.

Keywords

Iklan Media Sosial Youtube Minat Beli

Article Details

License

Copyright (c) 2023 Shella Meilita Agata Sukamto, Tri Indra Wijaksana

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Andreani, G. (2013). Pengaruh Promosi Melalui Media Sosial terhadap Minat Beli Samsung Berbasis Android pada Mahasiswa Universitas Sumatera Utara. (Skripsi tidak Dipublikasikan). Universitas Sumatera Utara.
  2. Asosiasi Penyelenggara Jasa Internet Indonesia (AAPJI). (2016). Penetrasi dan Perilaku Pengguna Internet.
  3. Barhemmati, N & A. Ahmad. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement. Journal of Advanced Management Science, 3 (4), 307-311.
  4. Chandra, B., S. Goswami. & V. Chouhan. (2012). Investigating Attitude Towards online Advertising on Social Media – an Empirical Study. Management Insight, 8 (1), 1-14.
  5. Duffet, R. G. (2015). Facebook Advertising’s Influence
  6. on Intention-to-Purchase and Purchase amongst Millennials. Internet Research, 25 (4), 498 – 526.
  7. Edwards, S.M. (2011). A Social Media Mindset. Journal of Interactive Advertising, 12 (1), 1-3
  8. Fandos, C., & C. Flavian. (2006). Intrinsic and Extrinsic Quality Attributes, Loyalty and Buying Intention: an Analysis for a PDO Product. British Food Journal, 108(8), 646- 662.
  9. He, W. & S. Zha. (2014). Insights into the Adoption of Social Media Mashups. Internet Research, 24 (2), 21-42.
  10. Hudson, S. & R. Hudson. (2013). Engaging with Consumers using Social Media: a Case Study of Music Festivals, International Journal of Event and Festival Management, 4 (3), 206- 223.
  11. Kaplan, A. M. & M. Haenlein. (2010). Users of the World! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68.
  12. Kotler, P. & G. Armstrong. (2012). Principles of Marketing, 14th Edition. England:Pearson Education Limited
  13. Kotler, P. & K. L. Keller. (2016). Marketing Management 15th Edition. United State of America: Pearson Education Limited.
  14. Leung, X.Y., Bai, B. & K. A. Stahura. (2015). The Marketing Effectiveness of Social Media in the Hotel Industry: a Comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.
  15. Majalah SWA. (2013) Edisi 19/XXIX: Indonesia Best Brand Index 2013. (2013, 12 – 25 September)
  16. Majalah SWA Edisi 18/XXXIII: Indonesia Best Brand Index 2016. (2016, 1 – 14 September)
  17. Mangold, W. G., & D. J. Faulds. (2009). Social Media: the New Hybrid Element of the Promotion Mix. Business Horizons, 52 (4), 357-365.
  18. Patino, A., D. A. Pitta & R. Quinones. (2012). Social Media’s Emerging Importance in Market Research, Journal of Consumer Marketing, 29 (3), 233-237.
  19. Powers, T., Advincula, D., Austin, M.S., Graiko, S. & J. Snyder. (2012). Digital and Social Media in the Purchase Decision Process, Journal of Advertising Research, 52 (40), 479-489.
  20. Yadav, M.S., de Valck, K., H. Hennig-Thurau., D. L. Hoffman & M. Spann. (2013). Social Commerce: a Contingency Framework for Assessing Marketing Potential, Journal of Interactive Marketing, 27 (4), 311-323.