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Pengaruh Iklan Media Sosial Terhadap Respon Konsumen Muslim: Studi Kasus Iklan Grab Edisi Ramadhan dan Idul Fitri di YouTube

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Social media advertising is a promotional strategy that provides opportunities for marketers to create and strengthen bonds between companies and Muslim consumers, especially during Ramadan and Eid. Grab is one of the companies that issue advertisements during Ramadan and Eid on YouTube social media. Consumer perception of social media advertising is very important for companies to evaluate the advertisements that are displayed. This perception can be seen through the factors contained in the advertising value. This study aims to determine the effect of advertising value factors, namely informativeness, entertainment, and credibility on Muslim consumer attitudes and Muslim consumer behavior responses to social media advertising. An online survey was conducted on Indonesian Muslim consumers who had seen the Ramadan and Eid edition Grab ads on YouTube. Data analysis in this study used SPSS and Lisrel software with Structural Equation Modeling (SEM) data processing methods to test variables in the study of 177 respondents. The results showed that there was a significant relationship between entertainment and credibility on the value of social media advertising, while the relationship between informativeness and advertising value was not significant. A significant relationship is also found in consumer attitudes on social media advertising on consumer behavioral responses. In addition, the moderating role of the company's reputation has no effect..Ada Tabel

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Ketersediaan

Call Number	Location	Available
13080	PSB lt.2 - Karya Akhir	1

Penerbit	Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI., 2021
Edisi	-
Subjek	Social media Advertising Consumer responses
ISBN/ISSN	-
Klasifikasi	-
Deskripsi Fisik	xvii, 153 p. ; diagr. ; 30 cm
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data