Pengaruh SFS ( Shoutout for Shoutout) terhadap Advertising Value di Media Sosial Instagram (Survei pada Pengikut Akun Online Shop di Instagram)

Amalia Nur Rizki Meikaputri, Pulung Setiouci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The existence of social media is not only as a media for socialization and self actualization, but also a media for marketing communication. One of social media that is used in marketing communication is Instagram. Instagram is photo-based social media that has so many users. SFS (shoutout for shoutout) is one of the methods that is used for promoting goods or service especially by online shop. The method has uniqueness because it can only be used in Instagram. Together with the development of SFS, there are negative opinions come from the consumers. Advertising value is subjective evaluation against relative value or utility deriving out of advertisement to consumer that has four dimensions to measure, they are, informativeness, enterntainment, irritation, and credibility. The aim of this research is to know the influence of SFS towards advertising value and giving representation of SFS as new phenomenon in marketing communication in social media Instagram. This study used explanation method to find out the causality of some variables. This research was taken using S-O-R theory as the basic communication process. The result of the survey shows that SFS directly influencing advertising value even without any consumer’s behaviour that become intervening variable. Dimension of informetiveness is constituted as dimension that is influenced most by SFS. Keywords: SFS (shoutout for shoutout), Advertising value, Instagram, Marketing communication

Kata Kunci : Komunikasi Pemasaran