PENGARUH MOTIVASI KONSUMEN (NEED TO BELONG, ALTRUISM, PERSONAL GROWTH, DAN CURIOSITY) TERHADAP KONSUMSI DAN KEINGINAN MENERUSKAN KONTEN ONLINE YANG VIRAL DI KALANGAN MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS KRISTEN PETRA

Delpiero Kevin Santoso

Abstract


Penelitian ini bertujuan untuk menganalisa motivasi-motivasi membagikan konten online (Need to Belong, Altruism, Personal Growth, dan Curiosity) yang mempengaruhi terhadap konsumsi dan keinginan memagikan konten online yang viral di kalangan mahasiswa program studi manajemen Universitas Kristen Petra. Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 138 responden. Responden adalah seluruh mahasiswa program studi manajemen Universitas Kristen Petra. Data di olah menggunakan pendekatan persamaan model structural dengan teknik Partial Least Square. Analissi data menunjukan bukti kuat untuk mendukung keseluruan hipotessa penelitian.


Keywords


viral marketing, consumption of online content, need to belong, altruism, personal growth, curiosity.

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