THE EFFECT OF ONLINE COMMUNITY AND ONLINE ADVERTISEMENT TOWARDS PURCHASE INTENTION OF HEALTH CARE PRODUCT: CASE STUDY OF GEA MEDICAL

• Main Author: Andriani Young, Meishelle
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64494
• Institution: Institut Teknologi Bandung

The growth of social media users in Indonesia increases significantly each year, especially on Instagram as the most used social media platform. This phenomenon is coherent with the emerging trend of online communities in Indonesia and this is seen by many companies, especially GEA Medical as an opportunity to expand their market. Currently, GEA Medical only uses Instagram to conduct their online advertising. This research is determined to find how online community and online advertisement affect consumer behavior in the purchase intention. A survey conducted within 400 respondents that fulfill the criteria were analyzed to investigate the factors that affects the purchase intention with its relationship. The proposed model was then analyzed using Descriptive Analysis and Multilinear Regression. Finding showed that both online community and online advertisement positively affects purchase intention, with online advertisement that has a higher relation. The result shows that there are 67% respondents who uses Instagram only as their social networking media, with 54% respondents uses social media more than 3 hours per day, then 66% of the respondents that follows 1-2 sport or online community in Instagram, with 47% of the respondents engages once a day with their community. It also indicates that the hedonic factor from online advertisement and interpersonal trust factor from the online community are the top priority factors that needs to be highlighted by companies overall. Furthermore, this research would encourage GEA Medical to produce truthful Instagram promotion content and with no exaggeration with the suitable online community as the medium.