PENGARUH PERCEIVED BENEFIT TERHADAP COMMUNITY COMMITMENT DAN CONTINUE USE INTENTION; STUDI KASUS KOMUNITAS APLIKASI CLUBHOUSE DIKALANGAN MAHASISWA UNIVERSITAS KRISTEN PETRA

Rizal Dharmawan

Abstract


Penelitian ini bertujuan untuk menganlisa pengaruh dari empat nilai penting yang erat kaitannya dengan manfaat belajar (Learning Benefit), manfaat sosial (Social benefit), manfaat harga diri (Self-esteem Benefit), manfaat hedonis (Hedonic Benefit) yaitu, komitmen komunitas (Community Commitment) terhadap niat untuk menggunakan kembali (Continue Use intention).Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survey online menggunakan instrument kuesioner dengan respon yang dapat digunakan dari 145 responden. Responden adalah mahasiswa tahun pertama sampai dengan tahun ke empat yang pernah atau sedang menggunakan aplikasi Clubhouse dari mahasiswa Universitas Kristen Petra Surabaya. Data diolah menggunakan pendekatan persamaan model struktural dengan Teknik Partial Least Square. Hasil penelitian membuktikan adanya pengaruh manfaat belajar (Learning Benefit), manfaat harga diri (Self-esteem Benefit) dan manfaat hedonis (Hedonic Benefit) terhadap komitmen komunitas (Community Commitment) serta pengaruh komitmen komunitas (Community Commitment) terhadap  niat untuk menggunakan kembali (Continue Use intention), tetapi tidak terbukti adanya pengaruh dari manfaat sosial (Social benefit) terhadap komitmen komunitas (Community Commitment).

Keywords


Learning Benefit; Social Benefit; Self-esteem Benefit; Hedonic Benefit; Community Commitment; Continue Use Intention.

Full Text:

PDF

References


media sosial paling populer di dunia sepanjang kuartal II 2020. (2020, August 23). Jawapos.Com. https://www.jawapos.com/oto-dan-tekno/aplikasi/23/08/2020/5-media-sosial-paling-populer-di-dunia-sepanjang-kuartal-kedua-2020/

Bedah TikTok: Dari populer, diblokir hingga sisi positifnya. (2020, February 28). Indozone.Id. https://www.indozone.id/tech/x0sZ30/bedah-tiktok-dari-populer-diblokir-hingga-sisi-positifnya/read-all

Content creator, profesi yang ‘Hits’ di kalangan milenial. (2020, July 26). Kemendikbud.Go.Id. https://www.vokasi.kemdikbud.go.id/read/content-creator-profesi-yang-hits-di-kalangan-milenial

Dholakia, U. M., & Algesheimer, R. (2010). Brand community. In Wiley International Encyclopedia of Marketing.

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. https://doi.org/10.1016/j.ijresmar.2003.12.004

Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.2307/1251946

Garjito, D. (2021, February 21). Clubhouse App: Apa itu, cara daftar dan cara menggunakan Clubhouse App. Suara.Com. https://www.suara.com/tekno/2021/02/21/194411/clubhouse-app-apa-itu-cara-daftar-dan-cara-menggunakan-clubhouse-app?page=all

Jogiyanto. (2009). Konsep dan aplikasi pls untuk penelitian empiris. Bpfe, 11–63.

Kegunaan aplikasi Clubhouse yang dipopulerkan Elon Musk. (2021, February 15). Cnnindonesia.Com. https://www.cnnindonesia.com/teknologi/20210215140442-185-606382/kegunaan-aplikasi-clubhouse-yang-dipopulerkan-elon-musk

Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948–962. https://doi.org/10.1016/j.ijinfomgt.2013.08.005

Lee, Y., & Kwon, O. (2011). Intimacy, familiarity and continuance intention: An extended expectation-confirmation model in web-based services. Electronic Commerce Research and Applications, 10(3), 342–357. https://doi.org/10.1016/j.elerap.2010.11.005

Li, C. H., & Chang, C. M. (2016). The influence of trust and perceived playfulness on the relationship commitment of hospitality online social network-moderating effects of gender. International Journal of Contemporary Hospitality Management, 28(5), 924–944. https://doi.org/10.1108/IJCHM-05-2014-0227

Madupu, V., & Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127–147. https://doi.org/10.1080/15332861.2010.503850

McWilliam. (2000). Building stronger brands through online communities. MIT Sloan Management Review, 41(3), 43–54.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618

Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, 26(4), 388–406. https://doi.org/10.1111/j.1540-5885.2009.00667.x

Pang, S., Bao, P., Hao, W., Kim, J., & Gu, W. (2020). Knowledge sharing platforms: An empirical study of the factors affecting continued use intention. Sustainability (Switzerland), 12(6), 1–18. https://doi.org/10.3390/su12062341

Polit, D. E., & Beck, C. T. (2014). Nursing research: Principles and methods. https://books.google.com/books?hl=en&lr=&id=5g6VttYWnjUC&oi=fnd&pg=PA3&ots=_-gLrMmhFG&sig=49AHcA8HYZ7s6sgWc3C7q7VWdP8

Riyanto, G. P. (2021a, February 18). Deretan orang beken di indonesia yang sudah tampil di aplikasi clubhouse. Kompas.Com. https://tekno.kompas.com/read/2021/02/18/08300067/deretan-orang-beken-di-indonesia-yang-sudah-tampil-di-aplikasi-clubhouse?page=all

Sheth, J. N. (2014). Relationship Marketing: Paradigm Shift or Shaft? In Handbook of Relationship Marketing (pp. 609–620). SAGE Publications, Inc. https://doi.org/10.4135/9781452231310.n23

Sugawara, E., & Nikaido, H. (2014). Properties of AdeABC and AdeIJK efflux systems of Acinetobacter baumannii compared with those of the AcrAB-TolC system of Escherichia coli. Antimicrobial Agents and Chemotherapy, 58(12), 7250–7257. https://doi.org/10.1128/AAC.03728-14

Sugiyono. (2007). Metode penelitian kualitatif kuantitatif dan R&D. Bandung: Alfabeta.

Wang, Y., & Fesenmaier, D. R. (2004). Modeling participation in an online travel community. Journal of Travel Research, 42(3), 261–270. https://doi.org/10.1177/0047287503258824

Wold, H. (1985). Partial Least Squares. In Encyclopedia of the statistical sciences (pp. 581–591).

Wulandari, D. (2020, October 20). Content Creator Melonjak Selama Pandemi, Samsung Gelar “Galaxy Creator

Workshop" - MIX Marcomm. Mix.Co.Id. https://mix.co.id/marcomm/news-trend/content-creator-melonjak-selama-pandemi-samsung-gelar-galaxy-creator-workshop/


Refbacks

  • There are currently no refbacks.