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Please use this identifier to cite or link to this item: https://repository.uksw.edu/handle/123456789/12387
Title: Pengaruh Update Status Seller di BBM sebagai Personal Branding terhadap Keputusan Pembelian Melalui Mobile E-Commerce
Authors: Nahusona, Adi Kurnia Djarot
Keywords: pemasaran;update status message;personal branding;persepsi resiko;keputusan pembelian;mobile e-commerce
Issue Date: 2015
Publisher: Magister Manajemen Program Pascasarjana UKSW
Abstract: Perkembangan teknologi seiring dengan kemunculan smartphone dan beberapa aplikasi pesan, tidak hanya turut mengubah cara manusia berinteraksi, namun juga melakukan aktivitas pemasaran. Salah satu aplikasi pesan terpopuler di Indonesia untuk kategori smartphone yang mampu menarik minat para pelaku e-commerce untuk melakukan aktivitas pemasaran adalah Blackberry Messenger. Ruffu Shop, sebagai salah satu pelaku bisnis online di Indonesia, memanfaatkan fitur update status Blackberry Messenger untuk media pemasarannya. Menarik untuk dicermati bahwa Ruffu shop, lebih menampilkan pesan rohani sebagai bagian dari personal branding, dan tidak menyampaikan pesan promosi produknya secara langsung. Penelitian ini bertujuan untuk menguji lebih lanjut pengaruh update status message rohani sebagai personal branding seller di Blackberry Messenger, terhadap keputusan pembelian melalui mobile e-commerce. Pendekatan kuantitatif digunakan dalam penilitian ini, dengan metode pengumpulan data menyebarkan angket melalui email terhadap 280 responden yang merupakan customer Ruffu Shop. Adapun dari 280 kuisioner yang disebar, sebanyak 115 kuisioner yang mendapat respon dari responden. Hasil penelitian yang dilakukan peneliti menggunakan software analisis data PLS Partial Least Square (PLS), terhadap 115 responden, mengungkapkan bahwa terdapat hubungan antara update status terhadap personal branding seller. Personal branding yang baik dari seller melalui update status rohani, berpengaruh positif terhadap persepsi resiko konsumen. Adapun persepsi resiko yang positif terhadap konsumen, mempengaruhi keputusan pembelian konsumen melalui mobile e-commerce.
The advancing technology, along with development of smartphone and messaging apps, has changed not only the way people interact but also carry out marketing activities. One of the most popular messaging application for smartphone with which e-commerce practitioners carry out their marketing activities in Indonesia is Blackberry Messenger. As an online business entity in Indonesia, Ruffu Shop also utilizes Blackberry Messenger status update feature for marketing. It is interesting to observe how Ruffu Shop focuses on spiritual messages broadcast as a part of its personal branding while, at the same time, avoiding broadcasting direct promotional messages. This research aims to study on the impact of spiritual message broadcasting through Blackberry Messenger status update as seller's personal branding on costumers' purchasing decision. This research uses a quantitative approach and data collection is conducted by sending questionnaires through email to 280 respondents, who are customers of Ruffu Shop. Out of the 280 questionnaires sent to respondents, 115 of them have received responses. Result of this research, which is conducted on 115 respondents using Partial Least Square (PLS) data analysis software, indicates that correlation exists between status update and seller's personal branding. A proper personal branding built by the seller through spiritual messages in status update brings positive influence to costumers' risk perception. Whereas, positive risk perception of the customers influences their purchasing decision in mobile e-commerce platform.
Description: Tidak diijinkan karya tersebut diunggah ke dalam aplikasi Repositori Perpustakaan Universitas dikarenakan discan lembar pengesahan tidak dibubuhi cap fakultas.
URI: http://repository.uksw.edu/handle/123456789/12387
Appears in Collections:T2 - Master of Management

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