Putri, Elza Kurnia Wulandari and Dian Ari Nugroho, SE., MM., CMA. (2023) Pengaruh Social Media Marketing Terhadap Consumer Continuation Intention Layanan Subscription Video-Ondemand (Svod) Disney+ Hotstar Dengan Pendekatan Uses & Gratifications Theory. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing dengan pendekatan Uses & Gratifications Theory terhadap Consumer Continuation Intention pada layanan SVOD Disney+ Hotstar. Jenis penelitian ini adalah penelitian kuantitatif yang bertujuan mencari hubungan dan menjelaskan sebab-sebab perubahan dalam fakta sosial yang terukur. Penelitian ini menggunakan sampel sebanyak 150 responden yang diambil dari populasi pengikut Instagram @disneyplushotstarid. Pengambilan sampel menggunakan teknik non-probability sampling. Karakteristik sampel yang dipilih yaitu, minimal berusia 18 tahun, mengikuti Instagram @disneyplushotstarid, dan pernah menggunakan layanan Disney+ Hotstar. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa analisis regresi linier berganda yang ditunjang dengan uji validitas, uji reliabilitas, uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t dan uji F dengan menggunakan program SPSS 26. Dari hasil penelitian dapat disimpulkan bahwa terdapat empat variabel dependen yaitu Convenient Navigability, Binge Watching, Social Interaction, dan Companionship memiliki pengaruh secara signifikan terhadap Continuation Intention konsumen terhadap layanan Disney+ Hotstar.
English Abstract
The objective of this research is to identify the effects of social media marketing with the approach of Uses & Gratification theory on customer’s intention to continue subscribing Disney+ Hotstar. This quantitative research seeks any relationship and explain the causes for changes in measured social facts. Using non-probability sampling method, 150 people were selected as the respondents. The tools used to assess the instruments of this research are multiple linear regression supported by validity test, reliability test, and classical assumption test. The hypotheses were assessed using t-test and F test in SPSS 26. This study finds that convenient navigability significantly influences customer’s continuation intention, that binge watching significantly affects the continuation intention, and that social interaction significantly affects the intention. Furthermore, companionship considerably influences the continuation intention, while entertainment, relaxation, voyeurism, and information seeking have no significant effect on the said intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020202 |
| Uncontrolled Keywords: | social media marketing, uses gratification, continuation intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 05 Dec 2023 02:39 |
| Last Modified: | 05 Dec 2023 02:39 |
| URI: | http://repository.ub.ac.id/id/eprint/204917 |
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Text (DALAM MASA EMBARGO)
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