Pengaruh Fasilitas Media Facebook terhadap Product Browsing melalui Utilitarian Motive dan Hedonic Motive

Handry Sukiwun(1*),


(1) 
(*) Corresponding Author

Abstract


Teknologi informasi berkembang semakin pesat dengan adanya jaringan internet. Sehingga munculnya suatu wadah jejaring sosial yang menghubungkan antara perusahaan ke pelanggan, dan pelanggan ke pelanggan tanpa dibatasi ruang dan waktu yang dikenal sebagai Facebook. Penelitian ini dilakukan untuk menganalisis pengaruh Fasilitas Media Facebook terhadap Product Browsing melalui Utilitarian Motive dan Hedonic Motive. Sample yang diteliti adalah pengguna Facebook yang pernah terlibat aktif untuk mencari informasi  produk secara online

            Penelitian dilakukan dengan membagikan kuisioner kepada 150  responden dengan perhitungan Structural Equation Modelling (SEM). Hasil penelitian untuk menguji bahwa Fasilitas Media Facebook  berpengaruh signifikan dan positif terhadap Utilitarian Motive dan Hedonic Motive. Lalu Utilitarian Motive dan Hedonic Motive  berpengaruh signifikan dan positif terhadap product browsing. Dan Fasilitas Media Facebook terhadap Product Brwosing berpengaruh positif


Keywords


Fasilitas Media Facebook, product Browsing, Utilitarian Motive, Hedonic Motive

Full Text:

PDF

References


Attitude and Behaviour Pengguna Internet di Indonesia, Retrieved October 24, 2013. From, http://the-marketeers.com/archives/attitude-and-behavior-pengguna-internet-di-indonesia.html#.UmiWWdKnqFk

Babin, B. J., Darden, W. R., and Griffin, M. Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 4, 1994, 644–656.

Barry, et.al 2008 Nov; “Information Technology: Curriculum Guidelines for Undergraduate Degree Programs in Information Technology“ ,IEEE Computer Society”.

Batra, R. and Ahtola, O.T. (1990) “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters 2 (April): 159-170.

C. Li, J. Bernoff, K. A. Feffer, and C. N. Pflaum. (2007, July) Marketing on social networking sites. Forrester. [Online]. Available: http://www.forrester.com/Marketing+On+Social+Networking+Sites/fulltext/-/ERES41662?docid=41662.

B. F. Blake, K. A. Neuendorf, and C. M. Valdiserri, Tailoring new websites to appeal to those most likely to shop online, Technovation, vol. 25, no. 10, pp. 1205-1214, 2005.

Bob Couston, CST (2009) : “An Execise in Exploration;Maslow Hierarcy of Needs”, Association of Surgical Technologists.

Bovee, Courland. 1997. Business Communication Today, Prentice Hall: New York.

Bungin, B. (2010). Metode penelitian kuantitatif : Komunikasi, ekonomi, dan kebijakan public serta ilmu-ilmu sosial lainnya. Jakarta : Kencana.

Cooper, Donald R. & Pamela, S. Schindler. (2008). Business research methods. New York: The McGraw-Hill Companies, Inc.

Cotte, J., Chowdhury, T. G., Ratneshwar, S., and Ricci, L. M. Pleasure or utility? Time planning style and Web usage behaviors. Journal of Interactive Marketing, 20, 1, 2006, 45-57.

Dan ,Zarella ;The social Media Marketing (2009),Canada ,o Reilly Media.

Data Terkini Pengguna Facebook di Indonesia. Retrieved October 24, 2013. From, http://www.merdeka.com/teknologi/data-terkini-pengguna-facebook-di-indonesia.html.

Definition of Facebook, Retrieved, October 24, 2013; http://www.techterms.com/definition/facebook.

Dhar, R., and Wertenbroch, K. (2000) “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research 37 (February): 60–71.

Donovan, Robert and John Rossiter (1982), "Store Atmosphere: An Environmental Psychology Approach," Journal of Retailing, 58 (Spring), 34-57.

Essi Pöyry, Petri Parvinen, and Tuuli Malmivaara. 2013. “Hedonic and Utilitarian Motivations to Use Facebook Brand Communities and Their Effect on Purchase Intentions,“ :Aalto University School of Economics. Finland: 15 January 2013.

Ferdinand, A. (2005). Structural equation modeling dalam penelitian manajemen : Aplikasi model-model rumit dalam penelitian untuk Tesis Magister. Semarang : UNDIP.

Hanna, Nessim & Wozniak, Richard. 2001. Consumer Behaviour: An Applied Approach. (2nd Edition). New Jersey: Prentice Hall.

Hartman, J. B., Shim, S., Barber, B., and O’Brien, M. Adolescents’ utilitarian and hedonic web-consumption behavior: Hierarchical influence of personal values and innovativeness. Psychology & Marketing, 23, 10, 2006, 813–839.

Hartono Subagio. Pengaruh Atribut Supermarket Terhadap Motif Belanja Hedonik, Motif Utilitran dan Kepuasan Konsumen, Jurnal Manajemn Pemasaran, VOL. 6, NO. 1, April 2011: 8-21.

Hawkins, Del I., R. J. Best, and K. A. Coney (1983), Consumer Behavior: Implications for Marketing Strategy, Plano, Texas: Business Publications Inc.

Hirschman, E.C. and Holbrook, M.B. (1982) “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing 46 (Summer): 92-101.

Holbrook, M. B., and Hirschman, E. C. The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9, 2, 1982, 132–141.

Internet Usage Statistic 2012, Retrieved. October 24, 2013;

http://www.internetworldstats.com/stats/html.

Kaplan, A. M., and Haenlain, M. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 1, 2010, 59-68.

Ken Matsuno, Assistant Professor of Marketing as a basis for class discussion. Babson Collge. 1997.

Koh, J., and Kim, Y. G. Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8, 2, 2003, 75–93.

Kotler, Philip (1973), "Atmosphere as a Marketing Tool, "Journal of Retailing, 49 (Winter), 48-64. Lacey, J.I. (1967), "Somatic Response Patterning and Stress: Some Revisions of Activation Theory," Psychological Stress: Issues in Research, New York: Appleton-CenturyCrofts,14-37.

Kotler, P. & Keller, K.L. (2009). Marketing management 13th ed. New Jersey : Prentice Hall, Inc.

Kuncoro, M. (2003). Metode riset untuk bisnis dan ekonomi : bagaimana meneliti & memulis penelitian dasar. Surabaya : Erlangga.

P. L. To, C. Liao, and T. H. Lin, Shopping motivations on Internet: A study based on utilitarian and hedonic value, Technovation, vol. 27, no. 12, pp. 774-787, 2007.

Loudon D and Della Bitta, JA (1993), Consumer Behavior : Concepts and Applications, Mc Graw-Hill.

Malhotra, N. (2005). Riset penelitan: pendekatan terapan. (Edisi Keempat) Jakarta : PT. Indeks Kelompok Gramedia.

Manfaat Facebook page bagi bisnis online, Retrieved November 21, 2013. From, http://www.toprankindonesia.com/facebook-fan-pages-manfaat-facebook-fanpage-bagi-bisnis-online/.

McClelland, D. C. Human Motivation. Glenview, IL. Scott, Foresman, 1985.

Mehrabian, Albert and James Russell (1974), An Approach to Environmental Psychology, Cambridge, Mass.: MIT Press

Mehrabian, Albert (1976), Public Spaces and Private Spaces: The Psychology of Work, Play and Living Environments, New York: Basic

Mehrabian, Albert (1980), Basic Dimensions for a General 50 Psychological Theory, Cambridge, Mass: Oelgeschlager, Gunn, and Hain.

Miarso, Y. (2007). “Menyemai Benih Teknologi Pendidikan”. Jakarta: Prenada Media Group.

Michael, R Solomon: Consumer Behavior, Ninth Edition, Chapter Twelve, 1999

Muñiz, A., and O’Guinn, T. C. Brand. community. Journal of Consumer research, 27, 4, 2001, 412–432.

Okada, E.M. (2005) “Justifying the Hedonic and the Effects on Fun versus Practical Consumption,” Journal of Marketing Research (forthcoming)

Overby, J.W. and Lee, E.J. 2006. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. J Business Research, 59: 1160-1166.

Patrick Mikalef, Michail Giannakos and Adamantia (2013) Pateli. Shopping and Word-of-Mouth Intentions on Social Media: Journal of Theoretical and Applied Electronic Commerce Research. VOL 8 / ISSUE 1 / APRIL 2013.

Pengguna Facebook Dikalangan Remaja Ternyata Mulai Berkurang. Retrivied January 9, 2014. From, http://www.teknoup.com/news/27022/penggunaan-facebook-di-kalangan-remaja-ternyata-mulai-berkurang/html.

Perbedaan Facebook Facebook Page dan Facebook Group, Retrieved November 21, 2013. From, http://www.diatasawam.com/perbedaan-facebook-pages-dan-facebook-groups/

Pesatnya Perkembangan Social Media, Retrieved October 24,2013. From, http://www.copylas.com/artikel-29-pesatnya-perkembangan-social-media.html

Pham, M.T. (1998) “Representativeness, Relevance, and the Use of Feelings in Decision Making,” Journal of Consumer Research 25 (September): 144-159.

Russell, James and G. Pratt (1980), "A Description of the Affective Quality Attributed to Environments," Journal of Personality and Social Psychology, 38 (August), 311322.

Pham, M.T. (1998) “Representativeness, Relevance, and the Use of Feelings in Decision Making,” Journal of Consumer Research 25 (September): 144-159.

Santoso, S. (2007). Structural equation modeling: konsep dan aplikasi dengan AMOS 18. Jakarta: PT. Elex Media Komputindo.

Santoso, S. (2012). Structural equation modeling: Konsep dan aplikasi dengan AMOS. Jakarta: PT. Elex Media Komputindo.

Russell, James and G. Pratt (1980), "A Description of the Affective Quality Attributed to Environments," Journal of Personality and Social Psychology, 38 (August), 311322.

Seels, B.,& Richey, R. (1994). Instructional technology: The definition and domains of the field.Washington DC: Association for Educational Communications and Technology.

Schiffman, L.G., and Kanuk, L.L. (2007). Consumer behavior. 9th edition. Pearson Prentice Hall. New Jersey.

Schiffman, L.G., Bednall, D., O’Cass, A., Paladino, A., Ward, S. & Kanuk, L. 2008. Consumer behaviour (4th ed.). Sydney: Pearson/Prentice-Hall.

Simamora, B. (2004). Riset pemasaran: falsafah, teori, dan aplikasi. Jakarta: PT Gramedia Pustaka Utama.

Smith, T., Coyle, J., Lightfoot, E., Scott, A., 2007. Reconsidering models of influence: therelationship between consumer social networks and word of mouth effectiveness. Journal ofAdvertising Research 47(4), 387-397.

Solimun. (2002). Structural Equation Modeling Lisrel dan Amos. Malang: Universitas Negeri Malang

Steven Holzner. (2009) “Facebook Marketing Leverage Social Media to Grow Your Bussiness,” :7-99

Strahilevitz and Myers, J.G. (1998) “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research 24 (March): 434-446

Sugiyono. (2005). Memahami penelitian kuantitatif. Bandung : Alfabeta.

Sugiyono. (2012). Metode Penelitian Bisnis. Bandung: Alfabeta.

Swastha, B. dan Hani, H.T. 1988. Manajemen Pemasaran: Analisa Perilaku Konsumen.(1st ed). Cetakan Kedua, Yogyakarta.

E. M. Tauber, Why do people shop?, Journal of Marketing, vol. 36, no. 4, pp. 46-49, 1972.

Tiap hari 33 juta Orang Indonesia Buka Facebook, Retrivied October 24, 2013. From, http://tekno.kompas.com/read/2013/09/20/1629066/Tiap.Hari.33.Juta.Orang.Indonesia.Buka.Facebook

Wijaya, T. (2009). Analisis structural equation modeling menggunakan AMOS. Yogyakarta : Universitas Atma Jaya Yogyakarta

Zeithaml, V. 1988. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J Marketing, 52: 2-22.


Refbacks

  • There are currently no refbacks.