Anteseden dan konsekuensi dari social shopping

DETAIL KOLEKSI

Anteseden dan konsekuensi dari social shopping

Oleh : Arinda Deswanti Pertiwi

Info Katalog

Nomor Panggil : 022001702055

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Luki Adiati Pramono

Subyek : Marketing - Management;Shopping - Social aspects

Kata Kunci : influencer, marketplace, media sosial, expert power, referent power, economic satisfaction, social s

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022001702055_Halaman-Judul.pdf
2.	2021_TA_SMJ_022001702055_Lembnar-Pengesahan.pdf	6
3.	2021_TA_SMJ_022001702055_Bab-1-Pendahuluan.pdf
4.	2021_TA_SMJ_022001702055_Bab-2-Landasan-Teori.pdf
5.	2021_TA_SMJ_022001702055_Bab-3-Metode-Penelitian.pdf
6.	2021_TA_SMJ_022001702055_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022001702055_Bab-5-Kesimpukan-dan-Implikasi.pdf
8.	2021_TA_SMJ_022001702055_Daftar-Pustaka.pdf	6
9.	2021_TA_SMJ_022001702055_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh social power yang dimiliki influencer terhadap consumers economic dan social satisfaction dan pengaruh akhir dari economic satisfaction dan social satisfaction pada social commerce intention (social shopping). Sampel yang digunakan dalam penelitian ini sebanyak 160 responden yang pernah berbelanja produk Makeover / Emina / Wardah / Revlon / Maybelline di marketplace dan media sosial. Metode pengambilan sampel pada penelitian ini menggunakan metode penarikan sampel purposive sampling serta menggunakan metode analisis data statistik deskriptif dan metode Structural Equation Model (SEM) dengan bantuan software SPSS Amos.Dari hasil penelitian ini diperoleh bahwa (1) terdapat pengaruh positif antara expert power, referent power terhadap economic satisfaction dan social satisfaction, (2) terdapat pengaruh positif antara economic satisfaction dan social satisfaction terhadap social shopping.Dari hasil penelitian ini disarankan pemasar dan perusahaan meningkatkan pemasaran produk menggunakan influencer di marketplace dan media sosial agar pemasar dan perusahaan dapat mengetahui kekuatan influencer menghasilkan keterlibatan konsumen dan meningkatkan nilai produk serta berbelanja sosial.

T his study aims to examine and analyze the effect of social power on consumer economic and social satisfaction and the final effect of economic satisfaction and social satisfaction on social commerce intention (social shopping). The sample used in this study was 160 respondents who had purchased for Makeover/Emina/Wardah/Revlon/Maybelline products in the marketplace and social media. The sampling method in this study used a purposive sampling method and used descriptive statistical data analysis methods and the Structural Equation Model (SEM) method with SPSS Amos software.The results of this study show that (1) there is a positive influence between expert power, referent power on economic satisfaction and social satisfaction,(2) there is a positive influence between economic satisfaction and social satisfaction on social shopping.The results of this study suggest that marketers and companies should realize the importance of increasing product marketing by using influencers in the marketplace and social media that marketers and companies can find out the power of influencers to generate consumer engagement and increase product value and social shopping.