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The effect of perceived usefulness and gratification twitter the goods dept towards brand purchasing intention in the goods dept store through attitude toward virtual social network and attitude toward brand

Astari, Tantri (2014) The effect of perceived usefulness and gratification twitter the goods dept towards brand purchasing intention in the goods dept store through attitude toward virtual social network and attitude toward brand. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Tujuan : Penelitian ini bertujuan untuk mengevaluasi pengaruh attitude toward virtual social network yang mencakup perceived usefulness dan gratification yang memiliki pengaruh terhadap brand purchasing intention attitude toward brand. Metodologi: Menggunakan metode kuantitatif dan desain cross-sectional. Data yang diperoleh didapatkan melalui kuisioner yang disebar melalui internet dengan jumlah responden sebanyak 177 responden. Seluruh responden adalah yang memiliki akun twitter, mem-follow akun twitter The Goods Dept tetapi belum pernah melakukan pembelian di toko fisik The Goods Dept. Hasil penelitian : Elemen perceived usefulness dan gratification terbukti memiliki pengaruh terhadap brand purchasing intention melalui attitude toward virtual social network dan attitude toward brand. Implikasi manajerial : Memasuki dunia digital marketing melalui social network merupakan salah satu langkah strategis The Goods Dept untuk meningkatkan efisiensi dan menggarap pasar yang lebih luas. Meningkatkan perceived usefulness dan gratifications twitter The Goods Dept menjadi hal utama yang dilakukan untuk meningkatkan attitude toward virtual social network twitter The Goods Dept. Namun, perusahaan perlu mengindentifikasi elemen pada attitude toward brand sehingga mampu menghasilkan brand purchasing intention di toko fisik The Goods Dept.

Item Type: Thesis (Bachelor Thesis)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Fakultas Bisnis > Program Studi Manajemen
Depositing User: mr admin umn
Date Deposited: 10 Jul 2017 08:18
Last Modified: 14 Aug 2017 08:09
URI: http://kc.umn.ac.id/id/eprint/671

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