Marketing Influencer: How to Measure Purchase Intention Using Social Media - Study of Confirmatory Factor Analysis

2021 ◽  
Author(s):  
Erick Fernando ◽  
Ridho Bramulya Ikhsan ◽  
Surjandy Surjandy ◽  
A. Raharto Condrobimo ◽  
Meyliana Meyliana ◽  
...  
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Purchase Intention ◽  
Media Study ◽  
Confirmatory Factor

scholarly journals Trust, Literasi Media, Kepribadiah Hexaco dan Husnudzon Terhadap Kecenderungan Menggunakan Media Sosial

2019 ◽  
Vol 7 (2) ◽  
pp. 200-218
Author(s):  
Desri Rodhiatun Mardhiah ◽  
Ikhwan Lutfi
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Logistic Regression ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Media Literacy ◽  
Logistic Regression Analysis ◽  
Significant Influence ◽  
Cluster Sampling ◽  
Confirmatory Factor

AbstractThis study was conducted to determine the significance of the influence of trust information, media literacy, HEXACO personality and Husnudzon towards the tendency of using social media for seeking information at student college. The subject of this research was 280 students taken by probability sampling technique, namely cluster sampling. CFA (Confirmatory Factor Analysis) was used to test the validity of measuring instruments and logistic regression analysis is used to test the research hypothesis. The results showed that there was a significant joint effect of trust, media literacy, HEXACO's personality and Husnudzon towards the tendency of using social media for seeking information. Hypothesis test results show that six variables namely trust, structure of media literacy knowledge, personal media literacy locus, extraversion personality type, Husnudzon towards God, and Husnudzon towards others have a significant influence on the tendency of using social media for seeking information. Meanwhile, media literacy competencies, personality types; honesty-humility, emotionality, agreeableness, conscientiousness, and openness to experience do not have a significant influence on the tendency of using social media for seeking information. The results also show the proportion of variance from the tendency of using social media for seeking information explained by all independent variables is 18.0% while the remaining 82.0% is influenced by other variables outside of this study.AbstrakPenelitian ini dilakukan untuk mengetahui signifikansi pengaruh trust informasi, literasi media, kepribadian HEXACO dan husnudzon terhadap kecenderungan menggunakan media sosial untuk mencari informasi pada mahasiswa. Subjek penelitian ini berjumlah 280 mahasiswa yang diambil dengan teknik probability sampling yaitu cluster sampling. CFA (Confirmatory Factor Analysis) digunakan untuk menguji validitas alat ukur dan logistic regression analysis digunakan untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa ada pengaruh secara bersama-sama yang signifikan dari trust, literasi media, kepribadian HEXACO dan husnudzon terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Hasil uji hipotesis menunjukkan bahwa enam variabel yaitu trust, struktur pengetahuan literasi media, lokus personal literasi media, tipe kepribadian extraversion,husnudzon terhadap Allah, dan husnudzon terhadap sesamamemiliki pengaruh yang signifikan terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Sementara itu, kompetensi-keterampilan literasi media, tipe kepribadian; honesty-humility,emotionality, agreeableness, conscientiousness, dan openness to experience tidak memiliki pengaruh yang signifikan terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Hasil penelitian juga menunjukkan proporsi varians dari kecenderungan menggunakan media sosial untuk mencari informasi yang dijelaskan oleh seluruh variabel independen adalah 18.0% sedangkan 82.0% sisanya dipengaruhi oleh variabel lain diluar penelitian ini.

scholarly journals Factor Analysis of Smart Social Media Technology to Promote Professional Learning Communities for Teachers

2020 ◽  
Vol 14 (20) ◽  
pp. 165
Author(s):  
Kemmanat Mingsiritham ◽  
Gan Chanyawudhiwan ◽  
Chaiyos Paiwithayasiritham
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Professional Learning Communities ◽  
Learning Communities ◽  
Exploratory Factor Analysis ◽  
Professional Learning ◽  
Media Technology ◽  
Confirmatory Factor ◽  
Social Media Technology

This research aimed to study factor analysis of smart social media technology to promote professional learning communities for teachers.   The sample included 900 teachers in basic education, selected by Simple   Random Sampling method. The sample group was divided for exploratory   factor analysis (EFA) and confirmatory factor analysis (CFA), 450 each. Research tool was a questionnaire with 5 levels of rating scale. Data were analyzed by exploratory factor analysis and confirmatory factor analysis. The results of the study revealed that: 1. Exploratory factor analysis of smart social media technology to promote professional learning communities for teachers consisted of 7 components: 1) professional learning communities for teacher, 2) cloud technology, 3) augmented reality, 4) internet of thing, 5) social  technology, 6) data analytics technology, and 7) mobile technology and 2. Confirmatory factor analysis of smart social media technology to promote  professional learning communities for teachers (SMPLC) found that the model was consistent with the empirical data ( =6.17, df=6, p=0.405).

scholarly journals Investigating the factors that contributes most to the virality of a social media video advertisement

2021 ◽  
Vol 7 (01) ◽  
Author(s):  
Vaishali Agarwal ◽  
Vastav Tyagi ◽  
S. Shivangi
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Online Advertising ◽  
Social Transmission ◽  
Exploratory Research ◽  
Lower Side ◽  
The Past ◽  
Indian Context ◽  
Confirmatory Factor

YouTube has emerged as a very popular advertising medium in the past few years. Many marketers use this platform as a launch pad for their branding campaign. However, success is not always guaranteed with some advertisements gaining major traction whilst others’ effectiveness becomes questionable with poor traction. Thus, we are aware that social transmission is frequent and important but researchers are not yet clear about why certain content is more viral than others (Berger and Milkman 2011). In this research, we attempt to sift out the factors that contribute most to the ‘virality’ of any advertisement. We define virality as the average of likes, comments, dislikes, shares and hits for the advertisement. Our research builds up further on other research such as Berger and Milkman (2011) and Godes and Mayzlin (2009) within the Indian context by initially identifying 18 themes that were most commonly found in the advertisements here. The sample for identifying the themes was obtained from Youtube and was marked by 20 respondents on a scale of 1 to 7 based upon the degree of presence of the themes identified. Regression, factor analysis and a confirmatory factor analysis were conducted to finally arrive at a list of 7 factors. Though the adjusted R-square value was on the lower side as is the case in most such studies, our exploratory research is one of the first few such studies conducted within the Indian context and adds to our knowledge on virality in online advertising.

An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals Pengembangan Skala Deception Behavior in Social Media

2020 ◽  
Author(s):  
Clara Moningka ◽  
Maria Selviana
Keyword(s):  
Social Media ◽  
Principal Component Analysis ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Principal Component ◽  
Component Analysis ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha ◽  
Confirmatory Factor

Kemajuan teknologi Internet di dunia memunculkan fenomena baru dalam penggunaan media sosial. Media sosial tidak hanya digunakan untuk berhubungan dengan orang lain, namun juga untuk membentuk kesan yang baik, bahkan untuk melakukan manipulasi. Pengguna media sosial seringkali memanipulasi penampakan mereka di media sosial, seperti mengedit foto atau memalsukan identitas mereka. Fenomena ini termasuk dalam Deception Behavior (perilaku menipu). Meski fenomena ini sering dijumpai, belum banyak studi yang berupaya untuk mengukur kecenderungan seseorang untuk terlibat dalam perilaku menipu di media sosial. Oleh karena itu, penelitian ini bertujuan untuk membuat skala Deception Behavior in Social Media berdasarkan teori Utz (2005). Partisipan penelitian adalah pengguna aktif media sosial sebanyak 457 orang di wilayah Jabodetabek dengan rentang usia 15-40 tahun. Penelitian ini meliputi pembuatan butir dan pengujian dengan menggunakan Principal Component Analysis (PCA), dilanjutkan dengan Confirmatory Factor Analysis (CFA). Sementara itu, reliabilitas diuji dengan menggunakan koefisien Cronbach’s Alpha. Hasil penelitian menunjukkan bahwa skala ini reliabel untuk mengukur deception behavior di media sosial.

scholarly journals The impact of social media activities on raising brand awareness during the COVID-19 pandemic

2021 ◽  
Vol 26 (2) ◽  
pp. 295-310
Author(s):  
Visar Rrustemi ◽  
Granit Baca
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Quantitative Methods ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Statistical Software ◽  
Confirmatory Factor ◽  
The Impact

The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.

scholarly journals Pengukuran Aktivitas Pemasaran pada Media Sosial Instagram

2021 ◽  
Vol 10 (2) ◽  
pp. 133-142
Author(s):  
Arie Indra Gunawan ◽  
Fatya Amalia ◽  
Widi Senalasari ◽  
Vanessa Gaffar
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Social Media Marketing ◽  
Marketing Activity ◽  
Customer Base ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Relationship Interaction

This study aims to measure and validate the variable constructs of marketing activity in Instagram social media. The results of this study will be very meaningful for the study and implementation of measurement of marketing activity in Instagram social media because currently Instagram is a social media that has a large customer base and has activity business therein. This study uses a questionnaire as a means of collecting data that is sent online. The population in this study were social media users who had done online transactions on Instagram social media as many as 352 respondents’ data were collected which were then performed statistical calculations. Confirmatory Factor analysis (CFA) and Exploratory Factor Analysis (EFA) were conducted to measure marketing activities on Instagram social media. The results recommend that the variable marketing activity on Instagram social media can be measured through 6 dimensions consisting of 20 indicator items. These dimensions are visual communication, relationship interaction, delivery of information, recommendations, personalization, and modern elements. All these dimensions and indicators are in construct and consistency declared valid for measuring Instagram social media marketing activities.Penelitian ini bertujuan untuk mengukur dan memvalidasi konstruk variabel aktivitas pemasaran dalam media sosial instagram. Hasil penelitian ini akan sangat berarti untuk kajian dan implementasi pengukuran aktivitas pemasaran dalam media sosial instagram karena saat ini instagram merupakan media sosial yang memiliki basis pelanggan yang banyak dan terdapat aktivitas bisnis di dalamnya. Penelitian ini menggunakan kuesioner sebagai alat pengumpul data yang dikirimkan secara online. Populasi pada penelitian ini adalah pengguna media sosial yang pernah melakukan transaksi online di media sosial Instagram sebanyak 352 data responden berhasil terkumpul yang kemudian dilakukan penghitungan statistik. Confirmatory Factor Analysis (CFA) dan Exploratory Factor Analysis (EFA) dilakukan untuk mengukur aktivitas pemasaran dalam media sosial instagram. Hasil penelitian merekomendasikan bahwa variable aktivitas pemasaran pada media sosial instagram dapat diukur melalui 6 dimensi yang terdiri dari 20 item indikator. Dimensi tersebut adalah komunikasi visual, interaksi relasi, penyampaian informasi, rekomendasi, personalisasi, dan unsur modern. Kesemua dimensi dan indikator tersebut secara konstruk dan konsistensi dinyatakan valid untuk mengukur aktivitas pemasaran media sosial instagram.

scholarly journals Barriers in Purchasing Green Cosmetic Products Among Indonesian Women

2020 ◽  
Vol 5 (8) ◽  
pp. 72-84
Author(s):  
Sahda Nabilah Kurnia ◽  
Lidia Mayangsari
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Purchase Intention ◽  
Target Population ◽  
Quantitative Approach ◽  
Cosmetic Products ◽  
Sample Sizes ◽  
Probability Sampling ◽  
Confirmatory Factor ◽  
Public Demand

Nowadays, many companies sell products that they claim as 'green' cosmetics to reach public demand and attention. Yet, women are starting to be concerned about green cosmetics because they wonder if it does bring sustainability and worth the claim. This research aims to analyze women's barrier factors in purchasing green cosmetics in Indonesia. This research target population is women who live in Jakarta, and Bandung, ranging from 18-34 years old, tend to use cosmetics daily and know about green cosmetics in general. The researcher uses a quantitative approach that uses 235 sample sizes and using probability sampling and questionnaire to collect the data. The data was analyzed using SmartPLS 3.0 with confirmatory factor analysis (CFA). The results show that the value barrier, usage barrier, risk barrier, tradition barrier, and image barrier positively influenced the purchase intention of green cosmetics products. The findings of this study can help green cosmetics brands in Indonesia sell their products to be accepted in the market.

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