Analisis keefektifan jaringan sosial maya Friendster.com sebagai media E-marketing communication berdasarkan respon pengguna

ISMAIL, Abdul Rahman, Surahyo, B.Eng.,M.Eng.Sc

2007 | Tesis | Magister Manajemen

Internet telah memberikan media baru bagi pemasar untuk melakukan komunikasi pemasaran secara online (e-Marketing communication). Dalam media internet terdapat proses interaksi dan saling mempengaruhi antara pemasar, media komunikasi dan target komunikasi pemasaran. Proses interaksi dan saling mempengaruhi tersebut berpengaruh pada keefektifan e-Marketing communication Penelitian pada tesis ini bertujuan untuk menganalisis keefektifan Friendster.com sebagai media e-Marketing communication, berdasarkan respon penggunanya. Friendster.com adalah sebuah web site jaringan sosial maya yang saat ini sangat populer di Indonesia. Analisis dilakukan untuk mengetahui pengaruh konsep media Friendster.com, karakteristik dan interaksi antara pengguna terhadap respon pengguna pada kegiatan e-Marketing communication. Hasil penelitian menunjukkan bahwa keefektifan jaringan sosial maya Friendster.com sebagai media e-Marketing communication dipengaruhi secara positif oleh konsep web, kunjungan berulang, durasi kunjungan pengguna, tidak dirasakannya efek flow dan adanya komunitas pada jaringan sosial maya Friendster.com.

Internet has became a new media for marketers to conduct online marketing communication (e-Marketing communication). At the Internet, there are processes of interaction and mutually influences among marketers, communication media it self, and the target. These processes are related to the effectiveness of e-Marketing communication. This research is intended to analyze the effectiveness of Friendster.com as a media for e-Marketing communication, regarding its users’ response. In Indonesia, Friendster.com is the most popular virtual social networking web site of the day. The analysis is conducted to find out the influences of Friendster.commedia concept, the characteristic of its users, and the interaction among them, in its relation to its user’s response on e-Marketing communication processes. The result of this research reveals that the effectiveness of virtual social networking web site, Friendster.com, as an e-Marketing communication media is positively influenced by its web concept, repetitive visit, and visit duration, the flow effect which is not perceived by Friendster.com’s users, and the existence of community on virtual social networking environment on Friendster.com.

Kata Kunci : Manajemen Pemasaran,Komunikasi Pemasaran,E,Marketing Communication,virtual sosial networking, flow effect, web concept, repetitive visit, visit duration, community, e-Marketing communication, viral marketing, effectivenes and response