Analisis Iklan Viral Burger King Terhadap Niat Pembelian Kembali Pengguna Sosial Media

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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

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Ketersediaan

Call Number	Location	Available
12730	PSB lt.2 - Karya Akhir	1

Informasi Detail

Judul Seri

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No. Panggil

12730

Penerbit

Depok : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia., 2021

Deskripsi Fisik

xv, 176 p. ; diagr. ; 30 cm

Bahasa

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Social media
Repurchase intention
Subjective norms
SNS ad Effectiveness
Attitude Toward Empathy Expression

Info Detail Spesifik

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Pernyataan Tanggungjawab

ka

Versi lain/terkait

Lampiran Berkas

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