PENGARUH ATTACHMENT TO SOCIAL MEDIA DAN ATTITUDE TOWARD SOCIAL MEDIA TERHADAP C2C ADVOCACY DAN C2B SUPPORTIVE BEHAVIOR BAGI PENGGUNA MEDIA SOSIAL LINE DI SURABAYA
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Keywords:
Social media, Attachment theory, Attachment behaviors, Social media advocacy, Social media support
Abstract
Penelitian ini bertujuan untuk menguji pengaruh Attachment to Social Media dan Attitude toward Social Media terhadap C2C advocacy dan C2B Supportive behavior bagi pengguna media sosial Line di Surabaya. Pengolahan data dilakukan dengan menggunakan SPPS 16.0 dan Lisrel 8.70. Teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan teknik purposive sampling. Jumlah Sampel yaang digunakan 331 responden yang telah memenuhi karakteristik populasi. Hasil penelitian yang diperoleh menunjukkan bahwa Attachment to Social Media berpengaruh positif terhadap C2C advocacy dan C2B Supportive behavior. Sedangkan, Attitude toward Social Media tidak berpengaruh terhadap C2C advocacy dan C2B Supportive behavior.
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References
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Henry Boateng Abednego Feehi Okoe, 2005. "Consumers' attitude social media advertiving and their behavioural response", Journal of Research in Interactive Marketing, Vol. 9 Iss 4 pp. 299-312
Bowlby, J, 1953. Child Care and the Growth of Love. London : Penguin Books
Kotler, Philip and Kevin Lane Keller, 2012, Marketing Management, 12th edition, Person Int Edition Inc.
Schiffman, Leon. G. and Leslie. C. Kanuk, 2010, Consumer Behavior, 10th edition, Prentice Int Edition.
Solis, Brian, 2010. Engage: The Complete Guide for Brands and Business to Bild Cultivate, and Measure Succes in the New Web. New Jersey: John Wiley & Sons Inc.
Turban, Efraim et al., 2012. Electronic Commerce: A Managerial Perspective, International Edition. New Jersey: Pearson Prentice Hall.
Brogan, Chris, 2010. Social Media 101: Tactics and Tips to Develop Your Business Online. John Wiley & Sons.
Henry Boateng Abednego Feehi Okoe, 2005. "Consumers' attitude social media advertiving and their behavioural response", Journal of Research in Interactive Marketing, Vol. 9 Iss 4 pp. 299-312
Published
2018-03-01
Section
Bidang Manajemen (M)
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