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Analisis Iklan Viral Burger King Terhadap Niat Pembelian Kembali Pengguna Sosial Media
This study aims to identify what kind of ad quality would trigger SNS users to share their positive responses using advertising effectiveness elements as well as to analyze if positive responses would likely affect the SNS user's repurchase intention. The sample of this research were Instagram active users who were born between 1980 and 2003), who were aware of a Burger King viral ad titled "ORDER FROM MCDONALD'S". The research applied Structural Equation Modeling (SEM) to process the data. The results indicates that ad quality that can make positive responses contains emotional, informative, and creative elements. While, other factors that may affect a person to show their positive responses are their social environment, such as family, friends, or reference groups. In addition, the result shows that SNS user's positive response to SNS ads would likely affect their repurchase intention. This study concludes that particular ad content and some advice from a social group could influence someone's purchase decision in the future.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12730 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Social media Repurchase intention Subjective norms SNS ad Effectiveness Attitude Toward Empathy Expression |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 176 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |