Detail Analisis The Technology Acceptance Model Untuk Prediksi Tanggapan Sponsor Iklan Di Media Sosial Bibliografi Author: PARAMITHA, PRISCILLA CINDY ; Sukwadi, Ronald (Advisor) Bahasa: (ID )     Penerbit: Program Studi Teknik Industri Fakultas Teknik Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2017     Jenis: Theses - Undergraduate Thesis Fulltext: Priscilla Cindy Paramitha's Undergraduate Theses.pdf (1.92MB; 13 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FTI-1418 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract The development of this technology has begun to develop in terms of advertising, ads that appear this can already appear on social media that is often called sponsored advertising. This study uses The Technology Acceptance Model to know the acceptance of a new technology among the community by adding social influence, the intention of using empathy and intention to buy. This research to see the effect of perceived ease of use to perceived usefulness, perceived usefulness to attitude toward using, social influence to attitude toward using, attitude toward using to intention to express empathy and intention to express empathy to intention to buy. Social media used in this research is Facebook and Instagram. The subject of this research is consumer of social media users who live in Jabodetabek and have ever accessed advertisement sposors. The number of samples obtained is 257 respondents. The type of research used is explanatory research with quantitative approach. The sampling technique used is non probability with purposive sampling method. This research uses data analysis using Structural Equation Modeling (SEM) method using LISREL 8.0 software. The result of this research is known that accepted and influenced significantly between variables except on the perception of ease of attitude of usage. This research is also complemented by useful managerial implications for companies based on social media applications to improve the intent to access advertising sponsorship. Suggestions for application-based companies are improving content content, improving the search system and adding point systems for each ad access and for subsequent research to increase the variability of variables affecting the intent to access and intent to buy.\ Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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