scholarly journals Pengaruh Social Media dan Event Marketing terhadap Minat Beli di Pyukanau Official

LITERATUS ◽  
2021 ◽  
Vol 3 (2) ◽  
pp. 171-179
Author(s):  
Nisya Firdailla ◽  
Hanni Haerani
Keyword(s):  
Social Media ◽  
Probability Sampling ◽  
Event Marketing

Tujuan penelitian ini untuk mengetahui pengaruh dari Social Media serta Event Marketing terhadap Minat Beli produk fashion. Metode yang dipakai kuantitatif, korelasi mencari hubungan antara variabel. Pada penelitian ini populasinya adalah followers Instagram Pyukanau Official yang berjumlah 544 dengan menggunakan rumus Slovin diperlukan 100 orang responden. Pengambilan sampel menggunakan teknik purposive probability sampling dengan menyebar angket melalui Google Form. Hasil dari pengujian menggunakan IBM SPSS Statistics version 26.0 adalah nilai R 0,867 dan koefisien R2 0,752 atau 75,2%. Social media berpengaruh terhadap minat beli dengan nilai t hitung 4,697 > t tabel 1,984, event marketing berpengaruh terhadap minat beli dengan nilai t hitung 5,824 > t tabel 1,984, dan secara simultan antara sosial media (X1), event marketing (X2), terdapat pengaruh positif yang signifikan terhadap minat beli (Y) di Pyukanau Official dengan nilai Sig 0,000b (p < 0,05).

Representasi Brand Activation Ruangguru Periode 2018 – 2019

2020 ◽  
Vol 8 (1) ◽  
Author(s):  
Dita Rachma Sari ◽  
Shuri Mariasih Gietty Tambunan
Keyword(s):  
Social Media ◽  
Direct Marketing ◽  
Event Marketing

Ruangguru merilis platform edukasi yang menarik perhatian dan mengubah budaya belajar siswa di Indonesia. Aplikasi ini menawarkan metode pembelajaran secara digital sehingga dapat menciptakan ruang belajar digital baru bagi masyarakat urban milenial. Hasil representasi dari brand activation Ruangguru dan posisi yang muncul setelah refleksi dari brand activation akan dianalisis lebih lanjut dalam penelitian ini. Penggunaan Instagram sebagai media promosi untuk masyarakat urban milenial dapat mencapai lima aktivasi yang terdiri dari aktivasi pemasaran langsung (direct marketing activation), aktivasi media sosial (social media activation), aktivasi promosi (promotion activation), aktivasi pemasaran acara (event marketing activation), dan aktivasi sponsor (sponsorship activation). Selama 2018–2019, Ruangguru berhasil mengkonstruksi brand dalam benak konsumen sebagai bimbel online melalui teknologi digital yang memiliki fleksibilitas dan aksesibilitas, trendy dan hip! pembelajaran personal dan mandiri. Namun, semuanya memunculkan kontradiksi yang pada gilirannya membangun eksklusivitas, kapitalis, dan kebebasan semu.

The Effectiveness of Social Media Facebook and Instagram as Hospital Promotional Media

2021 ◽  
Vol 9 (3) ◽  
pp. 236-241
Author(s):  
Cahyani Dewi Masyitoh ◽  
Sumarni Sumarni ◽  
Raden Jaka Sarwadhamana
Keyword(s):  
Social Media ◽  
Cross Sectional ◽  
Probability Sampling

Latar Belakang: Saat ini jumlah rumah sakit di Indonesia terus meningkat dari tahun ke tahun. Banyaknya rumah sakit yang ada serta banyaknya keterlibatan swasta dalam pelayanan kesehatan menjadikan persaingan antara Rumah Sakit juga semakin ketat. Hal ini menuntut Rumah Sakit Pemerintah agar lebih meningkatkan daya saing dan daya tarik pasar sasarannya. Berdasarkan studi pendahuluan ditemukan bahwa kunjungan rawat jalan RSUD Panembahan Senopati Bantul selama tahun 2020 mengalami penurunan pasien dari tahun sebelumnya. Pemasaran online yang saat ini aktif digunakan rumah sakit yaitu melalui media sosial, namun hingga saat ini pihak rumah sakit belum pernah mengukur tingkat efektivitas media sosial yang mereka gunakan sebagai media promosi. Tujuan: Untuk mengetahui adanya perbedaan efektivitas media sosial antara Facebook dengan Instagram sebagai media promosi RSUD Panembahan Senopati Bantul Tahun 2021. Metode Penelitian: Jenis penelitian ini adalah deskriptif kuantitatif dengan rancangan cross sectional. Populasi dalam penelitian ini yaitu pasien rawat jalan yang berkunjung di RSUD Panembahan Senopati Bantul selama satu tahun terakhir berjumlah 146.390. Teknik sampling pada penelitian ini yaitu non-probability sampling dengan jenis sampling kuota. Total sampel berjumlah 100 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis bivariat dengan uji statistik Mann Whitney U-Test. Hasil: Nilai mean pada Facebook adalah sebesar 27.64 dan Instagram sebesar 29.18. Nilai signifikansi Mann Whitney U-Test yaitu sebesar 0.387. Kesimpulan: Tidak terdapat perbedaan yang signifikan pada tingkat efektivitas media sosial antara Facebook dengan Instagram sebagai media promosi RSUD Panembahan Senopati Bantul Tahun 2021.

scholarly journals Secured user Participation in Offline Event Marketing using Location Based Social Network and Participant Interest

2019 ◽  
Vol 8 (2S11) ◽  
pp. 3104-3109
Keyword(s):  
Social Media ◽  
User Participation ◽  
Customer Base ◽  
Event Marketing ◽  
Online Social Media ◽  
Customer Interaction ◽  
The People ◽  
Location Based Social Network ◽  
Social Gathering ◽  
Location Based Social Networks

Online event marketing connects the offline market with the online world. This sends invitation to the people by using the online social media indicating about the offline business which helps for social gathering. This paper gives an idea to the marketers to improve effectiveness by carefully choosing the invitation of sponsored offline events through the location-based social networks. This framework also produces a platform where one user can interact with another through a secured chat channel, thus adding the customer base with customer-customer interaction

The Role of Social Media in Event Marketing

2021 ◽  
pp. 262-281
Author(s):  
Serap Serin Karacaer
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Service Marketing ◽  
Target Audience ◽  
Point Of View ◽  
Event Marketing ◽  
Effective Current ◽  
Marketing Activities ◽  
Effective Transfer

Activities, which include events that are not all intangible, include large-scale service components, and hence, their marketing includes service marketing. From this point of view, it is possible to state that it is very difficult to market activities that the participants cannot take home and consume physically. In this context, it is very important that the event marketing activities convey the feeling to the target audience that they will have fun and be entertained. Therefore, social media is one of the most important tools used in the effective transfer of the organization to the target audience within the scope of event marketing activities. As the most effective current communication and interaction tool, social media has become the most important tool for event marketers who are trying to appeal to large audiences and promote a certain destination, product, or service.

Exploring user sentiment towards sponsorship and ambush marketing

2019 ◽  
Vol 20 (4) ◽  
pp. 583-602 ◽  
Author(s):  
Nick Burton
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Value Added ◽  
Statistical Modelling ◽  
Consumer Attitudes ◽  
Content Type ◽  
Event Marketing ◽  
Ambush Marketing ◽  
Ethics Research ◽  
Twitter Users

Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup. Design/methodology/approach The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing. Findings The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns. Originality/value The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

scholarly journals Pengaruh Motif Mengakses Akun Video dalam Aplikasi Chatting terhadap Kepuasan Khalayak (Survei terhadap Generasi Milenial yang Menggunakan LINE TODAY)

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 419
Author(s):  
Parousia Parousia ◽  
Riris Loisa
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Data Collection ◽  
New Media ◽  
Sampling Technique ◽  
Media Theory ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Uses And Gratification ◽  
Uses And Gratification Theory

Humans who continue to communicate with other humans cause the spread and acceptance of information increasingly consciously or unconsciously. This also causes a lot of renewal in various fields of life, including information technology. Now, information are more easily and quickly accessed through various existing media, including through new media and social media. The study aims to determine the effect of motives for accessing video accounts in chat applications towards audience satisfaction. This research uses social media theory, new media, and uses and gratification theory. The approach used is quantitative. The sampling technique used was non probability sampling, purposive sampling with a sample of 100 respondents who are millennials who access video accounts in a chat application (LINE TODAY). The technique of data collection is done by distributing Google Forms questionnaires consisting of 18 indicators. The final result obtained are the closeness between the two variables included in the high criteria. And there is an influence between the two variables whose direction is said to be positive.Manusia yang terus menerus melakukan komunikasi dengan manusia lain menyebabkan persebaran dan penerimaan terhadap informasi semakin meningkat secara sadar maupun tidak disadari. Ini juga menyebabkan banyak pembaharuan di berbagai bidang kehidupan, tak terkecuali teknologi informasi.  Kini, informasi semakin mudah dan cepat diakses melalui berbagai media yang ada, termasuk melalui media baru dan media sosial. Penelitian bertujuan untuk mengetahui pengaruh motif mengakses akun video dalam aplikasi chatting terhadap kepuasan khalayak. Pendekatan yang digunakan adalah kuantitatif. Penelitian ini menggunakan teori sosial media, media baru, penggunaan dan kepuasan media. Teknik sampling yang digunakan adalah non probabilitas, yaitu teknik purposive sampling dengan sampel sebanyak 100 responden yang merupakan generasi milenial yang mengakses akun video dalam aplikasi chatting (LINE TODAY). Teknik pengumpulan data dilakukan dengan menyebarkan kuisioner Google Forms yang terdiri dari 18 indikator.  Hasil akhir yang diperoleh adalah keeratan antara dua variabel termasuk dalam kriteria tinggi. Serta terdapat pengaruh antara kedua variabel yang arahnya dikatakan positif.

scholarly journals PENGARUH KONTEKS TEKNOLOGI, KONTEKS ORGANISASI DAN KONTEKS LINGKUNGAN TERHADAP ADOPSI MEDIA SOSIAL BAGI UMKM

2021 ◽  
Vol 5 (1) ◽  
pp. 214
Author(s):  
Alvionita Alvionita ◽  
Mei Ie
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Organizational Context ◽  
Sampling Technique ◽  
Environmental Context ◽  
Research Data ◽  
Business Development ◽  
Probability Sampling ◽  
Technological Context ◽  
Product Marketing

Sekarang ini banyak UMKM yang menggunakan media sosial dalam pemasaran produk serta pengembangan usahanya. Tujuan dilakukannya penelitian ini adalah untuk menguji secara empiris pengaruh konteks teknologi terhadap adopsi media sosial, pengaruh konteks organisasi terhadap adopsi media sosial, dan pengaruh konteks lingkungan terhadap adopsi media sosial untuk UMKM di Jakarta. Metode pengambilan sampel dalam penelitian ini adalah non probability sampling dengan teknik judgemental sampling. Jumlah sampel sebanyak 75 responden. Data diolah menggunakan SmartPLS dan hasil dari penelitian ini menunjukan bahwa terdapat pengaruh konteks teknologi terhadap adopsi media sosial bagi UMKM di Jakarta, terdapat pengaruh konteks organisasi terhadap adopsi media sosial bagi UMKM di Jakarta, dan terdapat pengaruh konteks lingkungan berpengaruh terhadap adopsi media sosial untuk UMKM di Jakarta. Implikasi dari penelitian ini bagi UMKM adalah UMKM perlu mengadopsi dan memanfaatkan media sosial dalam mengembangkan usahanya.  Currently, many SMEs use social media in product marketing and business development. The purpose of this research is to investigate the effect of the technological context toward social media adoption, the effect of organizational context toward social media adoption, and the effect of the environmental context toward social media adoption for SMEs in Jakarta. The sampling method in this research is non-probability sampling with judgmental sampling technique. The number of samples is 75 respondents. Analyze research data by using SmartPLS. The findings show the technological context has effect toward the adoption of social media for SMEs in Jakarta, of the organizational context has effect toward the adoption of social media for SMEs in Jakarta, and the environmental context has effect toward the adoption of social media for SMEs in Jakarta.The implication of this research for SMEs is that SMEs need to adopt and utilize social media in developing their businesses.

scholarly journals Pengaruh Konten Radikal Terhadap Sikap Radikalisme (Analisis Berdasarkan Theory of Planned Behavior dari Ajzen dan Fishbein)

2020 ◽  
Vol 11 (2) ◽  
pp. 181-201
Author(s):  
Nuril Mubin ◽  
Setyaningsih Setyaningsih
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Sampling Technique ◽  
Positive Influence ◽  
Simple Linear Regression ◽  
Probability Sampling ◽  
Radical Content ◽  
Effective Contribution

ABSTRACTThis study aims to determine the effect of radical content on the attitude of radicalism (analysis based on the theory of planned behavior of Ajzen and Fishbein). This study uses a quantitative approach. The number of samples in this study were users of active social media and following radical content with a total of 393 people. Sampling using purposive sampling technique (non-probability sampling). The instruments in this study are the scale of radical content and the scale of radicalism. The analysis of the data used is simple linear regression using the 23.0 for windows SPSS (statistical product and service solution) program. The results of this study indicate that the influence of radical content on radicalism is determined. Based on F count of 806.47 and probability of probability 0,000 (0,000 0.05) which means that the hypothesis is accepted, therefore there is a positive influence of radical content on the attitude of radicalism. The amount of the contribution or effective contribution of the influence of radical content on radicalism attitudes is 67,3% while the remaining 32,7% is influenced by other factors not measured in this study.  ABSTRAKPenelitian ini bertujuan untuk melihat pengaruh konten radikal terhadap sikap radikalisme (analisis berdasarkan Teori Planned Behavior dari Ajzen Fishbein). Penelitian ini menggunakan pendekatan kuantitatif. Sample dalam penelitian ini berjumlah 393 orang yang aktif mengikuti konten radikal di media sosial. Teknik sampling yaitu Purpusive sampling (non-probability sampling). Alat ukur dalam penelitian ini menggunakan skala konten radikal dan skala sikap radikalisme. Analisis data yang digunakan regresi linier, SPSS seri 23. Hasil dari penelitian ini adalah ada pengaruh positif konten radikal terhadap sikap radikalisme. Didasarkan pada hasil hitung F= 806,47 dan probabilitas 0.000 (0.000 0.05). Sumbangan efektif konten radikal terhadap sikap radikalisme sebesar 67,3 % sementara sisanya 32,7% dipengaruhi faktor lain.

scholarly journals Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page

2017 ◽  
Vol 13 (6) ◽  
pp. 133
Author(s):  
Tran Thi Kim Phuong ◽  
Tran Trung Vinh
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Emotional Factors ◽  
Event Marketing ◽  
Marketing Tool ◽  
To Come ◽  
Perceived Relevance ◽  
Acceptance Model ◽  
Study Context

The emergence and growth of social media today has changed the way that people communicate and interact with each other. Thus, social media has considered as an effective tool in the marketing campaign. In regard to event marketing, event planners and organizers use social media (e.g. social network sites) as an important marketing medium to increase the number of potential attendees to visit the events. However, the major challenge to event marketers is to fully understand the process of how social media marketing gain special event customers’ acceptance. This study chose Facebook event page as study context and applied the technology acceptance model (TAM) as theoretical foundation. In addition, this paper synthesizes the theoretical basis of the event marketing, emotional factors, perceived relevance and its application to social media (e.g., Facebook event page) from previous studies. The study aims to come out with a conceptual model (extended TAM) which explains fully inner-mechanism of the relationships among variables: (1) the emotions that online fansexpress on Facebook affect their acceptance of the Facebook event page as a legitimate marketing tool; (2) perceived relevance from user perspective influence their acceptance of the Facebook event page; (3) this “acceptance” mechanism has an impact on fans’ intentions to attend the event.

scholarly journals Pengaruh Praktik Citizen Journalism terhadap Pemenuhan Kebutuhan Informasi Masyarakat Pada Akun Instagram @JKTINFO di Jakarta

Koneksi ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 338
Author(s):  
Ryo Ryo ◽  
Farid Rusdi
Keyword(s):  
Social Media ◽  
Information Needs ◽  
Information Dissemination ◽  
Sample Selection ◽  
Sampling Technique ◽  
Online Media ◽  
Citizen Journalism ◽  
Probability Sampling ◽  
Selection Technique ◽  
The Public

In an era that is all digital, where the exchange of messages occurs so fast and obtains information via the internet. The public can get national and foreign information and news. The most widely used information dissemination now is social media. The most popular social media in the past few years is Instagram. One of them is the @Jktinfo account, an online media that practices citizen journalism, which has been trusted as a credible media based on information content in the city of Jakarta. The author is interested in seeing the effect of citizen journalism practices on meeting the information needs of the public on the @Jktinfo Instagram account in Jakarta. The purpose of this study was to see the effect of citizen journalism practices on online media @Jktinfo on meeting the information needs of the community. The theories used in this research are (E) new media theory, social media, citizen journalism, usability and satisfaction theory, and information needs. The method used in this research is quantitative method. The sample selection technique used is a non-probability sampling technique with a convenient type of sample selection technique. Collecting data in this study is by means of a questionnaire to 150 respondents who are followers of the @jktinfo account and become citizen journalism in the Jakarta area. The results showed that citizen journalism has a significant influence on meeting the information needs of the public in Jakarta.Di era yang serba digital dimana pertukaran pesan terjadi begitu cepat dan mendapatkan informasi melalui internet. Masyarakat dapat memperoleh informasi dan berita nasional maupun mancanegara. Penyebaran informasi yang sangat ramai digunakan sekarang adalah media sosial. Media sosial yang sangat populer beberapa tahun kebelakang adalah instagram. Salah satunya adalah akun @Jktinfo merupakan media online yang melakukan praktik jurnalisme warga yang telah dipercaya sebagai media yang kredibel dengan berbasis konten informasi di wilayah kota Jakarta. Penulis tertarik untuk melihat pengaruh praktik jurnalisme warga terhadap pemenuhan kebutuhan informasi masyarakat pada akun Instagram @Jktinfo di Jakarta. Tujuan penelitian ini adalah untuk melihat pengaruh praktik jurnalisme warga pada media online @Jktinfo terhadap pemenuhan kebutuhan informasi masyarakat. Teori yang digunakan dalam penelitian ini yaitu (E) teori media baru, media sosial, jurnalisme warga, teori kegunaan dan kepuasan, dan kebutuhan informasi. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Teknik pemilihan sampel yang digunakan adalah teknik non probability sampling dengan jenis teknik pemilihan sampel secara nyaman. Pengumpulan data dalam penelitian ini yaitu dengan cara kuesioner kepada 150 responden yang merupakan pengikut dari akun @jktinfo dan menjadi citizen journalism di wilayah Jakarta. Hasil penelitian menunjukkan bahwa citizen journalism memiliki pengaruh yang signifikan terhadap pemenuhan kebutuhan informasi masyarakat di Jakarta.

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