ANALISIS PENGARUH KONTEN DAN KETERLIBATAN PENGGUNA KOMUNITAS ONLINE TERHADAP MINAT BELI ONLINE PADA MEDIA MAILING LIST

• Main Authors: , ELFA FITRIA, , Ir. Paulus Insap Santosa, M.Sc., Ph.D
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/100693/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=56989
• Institution: Universitas Gadjah Mada

Content�s quality of an online community over a variety of applications eg Internet mailing lists, chat room, social media ("Facebook or Twitter") or forum ("bulletin boards") has became the inspiration for the user to know the online community and join and actively involved in the community. The presence of online businesses that join an online community to introduce or promote their online products or services has jazzed community to help members of the community to search for goods or services online. The online community has become one big market and used to enhance the online shopping activity. From the result of interaction and discussion among members of the community often inspires its members to start doing business online to take part to enjoy enormous market. This study analyzed the quality of the contents in the online community to attitudes to the online community and user involvement as well as the analysis of attitudes and involvement of users in online communities to intention in buying online. The data analysis was using SEM analysis (Structural Equation Modeling) and data processing was using Smart PLS software (Partial Least Square). The study provided an overview of the benefits of online communities and how online business owners utilize the online community for support in carrying out and encouraging his business. The results showed that the variability of Attitude�s construct was influenced by the Content�s constructs of 82.8%. The variability of User Involvement�s construct was influenced by the constructs of attitude and Content of 83.7 % and the variability of Buying Online Intention�s construct was influenced by the constructs of Attitude and User Involvement of 75.6% and every hypothesis was accepted. There is no doubt that online communities are very beneficial for businesses to promote goods or services. By engaging in an online community along with the contribution of good content, it will increase the chances to find a buyer.