EFEK BRAND POST PRODUK SUSU OLAHAN DALAM PLATFORM FAN PAGE FACEBOOK PADA RESPON KONSUMEN

DENIS FEBTA D, Dr.Ir. Suci Paramitasari Syahlani, MM ; Mujtahidah Anggriani Ummul Muzayyanah, S.Pt., MP.,Ph.D

2016 | Skripsi | S1 ILMU DAN INDUSTRI PETERNAKAN

Semakin populer penggunaan internet menjadikan platform media sosial banyak digunakan oleh pemasar untuk menginformasikan produk agar dapat menjangkau konsumen potensial. Tujuan penelitian ini adalah untuk mengidentifikasi faktor-faktor yang mendorong respon konsumen pada Brand Post dalam platform Fan Page Facebook produk susu olahan dan mengetahui efek dari pemasaran melalui media sosial pada Brand Post produk susu olahan dalam platform Fan Page Facebook pada respon konsumen. Peneltian ini dilakukan dengan metode observasi atau pengamatan langsung terhadap Brand Post 10 merek susu olahan yang diambil dengan cara purposive sampling di Facebook dengan Kriteria sampel berupa merek produk susu olahan di Indonesia yang aktif di platform media sosial Facebook dan memiliki Fan Page. Penelitian dilaksanakan pada bulan Juli hingga September 2015. Metode Analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi liner berganda dengan variabel terikat antara lain; Like dan Komentar dan variabel bebas antara lain; Kejelasan Brand Post, Interaktivitas Brand Post, Informatif Brand Post, Entertaining Brand Post, Posisi Brand Post dan Valensi Komentar Brand Post. Hasil analisis menunjukan bahwa Kejelasan Brand Post, Interaktivitas Brand Post dan Komentar Positif Brand Post berpengaruh positif terhadap jumlah Like, sedangkan Informatif Brand Post, Entertaining Brand Post, Posisi Brand Post tidak berpengaruh positif terhadap jumlah Like. Interaktivitas Brand Post, Komentar Positif Brand Post dan Komentar Negatif Brand Post berpengaruh positif terhadap Jumlah Komentar, sedangkan Kejelasan Brand Post, Informatif Brand Post, Entertaining Brand Post dan Posisi Brand Post tidak berpengaruh positif terhadap Jumlah Komentar.

Increasingly of internet popularity made social media was used by marketers to inform the product in order to reach potential customers. The purpose of this study were to identify the factors that drive consumer response on Brand Post in Facebook Fan Page platform of dairy products and Knowing the effects of marketing through social media on Brand Post dairy products in the platform Facebook Fan Page on consumer response. This study was conducted by direct observation to the Brand Post by 10 brands of processed milk taken by purposive sampling on Facebook with samples criteria of dairy products brand in Indonesia which was active on social media Facebook and have Fan Page. This research conducted on July until September 2015. Data analysis method used in this research was the method of multiple linear regression analysis with the dependent variable, among others; Like and Comment and independent variables, among others; Vividness Brand Post, Interactivity Brand Post, Informative Brand Post, Entertaining Brand Post, Positioning Brand Post and Valence of Comment Brand Post. Results of the analysis showed that the Vividness Brand Post, Interactivity Brand Post and Valence of Positive Comment Brand Post were give positive effect on the variable Like, while the Informative Brand Post, Entertaining Brand Post, Position of Brand Post have no positive effect on the amount of Like. Interactivity Brand Post, Positive Comment Brand Post and Negative Comment Brand Post were affect to the amount of comments, whereas Vividness Brand Post, Informative Brand Post, Entertaining Brand Post, and Position of Brand Post have no positive effect on amount of Comments.

Kata Kunci : Brand Post, Merek, Media Sosial, Susu olahan