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Facebook: Media Campaign and Online Shopping Decisions
Article from Proceeding
The 2nd International Conference on Business and Communication (ICBC): Managing Change in Global Context : Toward Sustainable Competitiveness
purchasing decision Word of Mouth
Proceeding The 2nd ICBC p55-66.pdf
With the advancement of the Internet, particularly Web 2.0 technologies, social media provide an unparalleled platform for consumers to publicize and share their product experiences and opinions—i.e. through word-of-mouth or consumer reviews. There are increasing evidences that online word-of-mouth has a significant influence on purchase behavior. The Internet and information technologies provide extensive opportunities for consumers to share their evaluations of products online. This research is an explanatory research located at the University of Lampung, with active student population at the University. Samples of this research amounted to 100 respondents. The sampling technique used a purposive sampling with consideration that the sample is chosen as student who has a Facebook account and never made a purchase online. The collection of data in this study relies on the use of the questionnaire. Based on the results of the test of validity and reliability, it is known that there are several invalid indicators. For an invalid indicator repeated analyses was conducted. Based on the results of the analysis of the last of validity and reliability, it is known that all indicators can be used, for further analysis. Next, the data was analyzed using Partial Least Square (PLS). Based on the results of both studies, the descriptive and inferential descriptions that have been done as well as testing theories by the author in the research model, it can be concluded as follows: Inferential analysis results by means of PLS, indicating that the three hypothesis are accepted: Trust have a significant effect to online shopping decision; Information quality have a significant effect to online shopping decision and Online media promotion have a significant effect to trust. Then the three hypotheses are rejected: Interaction does not have a significant effect to online shopping decision; online media promotions haven’t a significant effect to trust and Online Media Promotion does not have a significant effect to information quality. Otherwise Facebook as media promotion is not the primary issue in the purchase. And the uses of online media promotion have not provided an understanding and knowledge of the respondents will be a product. In addition, it can also put forward suggestions for further research, namely: need to increase the role of Facebook as an online media promotion and tool of communication interaction between the seller and potential buyers. This research also showed that online media promotions is not able to play as the independent variable, so that in future research, are expected to be used online media promotion as variable mediation. Collecting data for further research needs to use the questionnaire with in-depth interviews.
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