Analysis The Influence of Social Media Promotion to Purchase Intention of Exchange Services in AIESEC (Association Internationale des Etudiants en Sciences Economiques et Commerciales) Universitas Gadjah Mada

Penulis

Ossy Vina Sonia

Pembimbing: Drs. Moh. Halimi, MM


ABSTRACT: ANALYSIS THE INFLUENCE OF SOCIAL MEDIA PROMOTION TO PURCHASE INTENTION OF EXCHANGE SERVICES IN AIESEC (ASSOCIATION INTERNATIONALE DES ETUDIANTS EN SCIENCES ECONOMIQUES ET COMMERCIALES) UNIVERSITAS GADJAH MADA OSSY VINA SONIA 13/344705/SV/03220 Social media is a facilitate to share information, not only that social media provide a link between organizations and netizens. Organizations or companies could know some types of consumers based on what they access in social media and could offer their products to the right target market. For netizens or consumers social media could provide information about products include benefits of products itself. AIESEC Universitas Gadjah Mada is a non for profit organization engaged in leadership programs including exchange program for students. Exchange that offered by this organization is not only promoted physically with words of mouth marketing, open some booth of information at several faculties and universities, this organnization also promote their exchange through social media, mostly netizens in social media is students and students are target market of AIESEC Universitas Gadjah Mada. Services is an intangible and complex products so it is not easy to be offered to consumers through online promotions. In this study, authors want to know whether sales in social media Instagram can influence students to use exchange services of AIESEC Universitas Gadjah Mada. The products of this study is Global Citizen or exchange program to do social project. Variables of this study such as social media promotion that will influence purchase intention. Analytics tools that is used are correlation and simple linear regression analysis to know correlation between two variables. Results of this study shows that there is a correlation between social media promotion to purchase intention for using exchange services with level of correlation amount 79% and simple linear regression analysis shows that amount 63% purchase intention is influenced by social media promotion.

INTISARI: Social media is a facilitate to share information, not only that social media provide a link between organizations and netizens. Organizations or companies could know some types of consumers based on what they access in social media and could offer their products to the right target market. For netizens or consumers social media could provide information about products include benefits of products itself. AIESEC Universitas Gadjah Mada is a non for profit organization engaged in leadership programs including exchange program for students. Exchange that offered by this organization is not only promoted physically with words of mouth marketing, open some booth of information at several faculties and universities, this organnization also promote their exchange through social media, mostly netizens in social media is students and students are target market of AIESEC Universitas Gadjah Mada. Services is an intangible and complex products so it is not easy to be offered to consumers through online promotions. In this study, authors want to know whether sales in social media Instagram can influence students to use exchange services of AIESEC Universitas Gadjah Mada. The products of this study is Global Citizen or exchange program to do social project. Variables of this study such as social media promotion that will influence purchase intention. Analytics tools that is used are correlation and simple linear regression analysis to know correlation between two variables. Results of this study shows that there is a correlation between social media promotion to purchase intention for using exchange services with level of correlation amount 79% and simple linear regression analysis shows that amount 63% purchase intention is influenced by social media promotion.

Kata kunci Keywords: Promotion, Social Media, Purchase Intention.
Program Studi D3 MANAJEMEN SV UGM
No Inventaris
Deskripsi
Bahasa Indonesia
Jenis Tugas Akhir
Penerbit [Yogyakarta] : Universitas Gadjah Mada, 2016
Lokasi Perpustakaan Pusat UGM
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