EFEKTIVITAS IKLAN SITUS JEJARING SOSIAL FACEBOOK DI KOTA PURWOKERTO DENGAN MENGGUNAKAN CONSUMER DECISION MODEL

• Main Authors: , CHANDRA EKA SARININGSIH, , Prof. Dr. Nunung Prajarto, M.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/100407/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=56363
• Institution: Universitas Gadjah Mada

Facebook is a new phenomenon in modern advertising. Its development, fantastic number of Indonesian users and interactivity attract marketers and user using Facebook as an advertisement media. The highly potential of advertisement that published in social networking site Facebook raises a question about its effectiveness. The advertisement effectiveness measured by Consumer Decision Model that consists of six inter-related variables. There are information (advertisement message), brand recognition, attitude, confidence, intention, and purchase. The aims of this research were to analyze the advertisement effectiveness of Facebook in Purwokerto city using Consumer Decision Model. The population was Purwokerto university students aged 18-24 years who have active Facebook account and have been make an online purchasing for advertised product that advertised by Facebook users. Primary data was obtained from questionnaire that filled by 230 qualified respondents. Researcher was also doing an interview with nine randomly selected respondents as additional data. Purposive sampling method and Structural Equation Model (SEM) statistical analysis were used in this research The SEM analysis showed a marginal result for the research model, such as goodness of fit indices (0,872) with probability 0,085 and other justification that shows good value, there are Chi-Square = 247,189