PENGARUH KETERLIBATAN MEDIA SOSIAL, PLATFORM MEDIA SOSIAL TERHADAP KEGIATAN KONSUMSI RUMAH TANGGA DI INDONESIA
Keywords:
Engagement, Social Media Platform, Social Media Penetration, Household Consumption
Abstract
This study examines the effect of the involvement of social media and social media platforms on household consumption activities, investigates the type and number of activities involving social media in household consumption. Using the household unit as the population and represented by one person or the head of the family as the sample, as many as 717 respondents. sampling method; convenience sampling. This study found, that; the involvement of social media and social media platforms has a statistically significant effect of 29 percent at a moderate level of influence on household consumption activities. This study can explore as many as 27 types of consumption activities in the household involving social media. Conclusion that social media engagement and platforms cannot be separated from current household consumption activities, and it is assumed that more consumption activities will involve social media.
Studi ini menguji pengaruh keterlibatan media sosial dan platform media sosial terhadap kegiatan konsumsi rumah tangga, menginvestigasi jenis dan banyaknya kegiatan yang melibatkan media sosial dalam konsumsi rumah tangga. Menggunakan unit rumah tangga sebagai populasi dan diwakili oleh satu orang atau kepala keluarga sebagai sampel, yaitu sebanyak 717 responden. metode penarikan sampel; convienence sampling. Studi ini menemukan, bahwa; keterlibatan media sosial dan platform media sosial berpengaruh signifikan secara statistik sebesar 29 persen pada level cukup berpengaruh terhadap kegiatan konsumsi rumah tangga. Studi ini dapat mengeksplor sebanyak 27 jenis kegiatan konsumsi dalam rumah tangga melibatkan media sosial. Kesimpulan bahwa keterlibatan dan platform media sosial tidak dapat dipisahkan dari kegiatan konsumsi rumah tangga saat ini, dan diasumsikan akan lebih banyak lagi kegiatan konsumsi yang akan melibatkan media sosial
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References
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Clark, M., Fine, M. B., & Scheuer, C. (2016). Relationship quality in higher education marketing : the role of social media engagement. Journal of Marketing for Higher Education, 0(December), 1–19. https://doi.org/10.1080/08841241.2016.1269036
Dawes, J. (2008). Do data characteristics change according to the number of scale points used ? International Journal of Market Research, 50(1), 61–78.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Social Media Engagement Behaviour : A Uses and Gratifications Perspective. Journal of Strategic Marketing, (December), 1–19. https://doi.org/10.1080/0965254X.2015.1095222
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Lai, I. K. W., & Liu, Y. (2020). The Effects of Content Likeability , Content Credibility , and Social Media Engagement on Users ’ Acceptance of Product Placement in Mobile Social Networks. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 1–19. https://doi.org/10.4067/S0718-18762020000300102
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Matin, A., Khoshtaria, T., & Tutberidze, G. (2020). The impact of social media engagement on consumers â€TM trust and purchase intention. International Journal Technology Marketing, X(December), 1–20. https://doi.org/10.1504/IJTMKT.2020.111547
Mayasari, I., & Chrisharyanto, H. (2018). Motivational Factors of Collaborative Consumption in The Era of Sharing Economy. Gajah Mada International Journal of Business, 20(3), 331–353.
Menaga, A., & Vasantha, S. (2020). Effects of social media engagement in CSR and Customer satisfaction. Journal of Critical Reviews, 7(May), 128–134. https://doi.org/10.22159/jcr.07.01.23
Miller, R. L., & Meiners, R. E. (1993). Intermediate Microeconomics Theory, Issues. Penerjemah ; Haris Munandar. Edisi 1. Cetakan 1. Raja Grafindo Persada. Jakarta.
Navarro, S. M., Mazingi, D., Keil, E., Dube, A., Dedeker, C., Stewart, K. A., … Tuttle, T. M. (2020). Identifying New Frontiers for Social Media Engagement in Global Surgery : An Observational Study. World Journal of Surgery, (May), 1–11. https://doi.org/10.1007/s00268-020-05553-8
Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring Social Media Engagement Behaviors in the Context of Luxury Brands. Journal of Advertising, (February), 1–16. https://doi.org/10.1080/00913367.2017.1405756
Pittman, M. (2015). Creating , Consuming , and Connecting : Examining the Relationship Between Social Media Engagement and Loneliness. The Journal of Social Media & Society, (January), 66–98.
PT Fast Food Indonesia Tbk. (2017). DRIVING FUTURE GROWTH : LAPORAN TAHUNAN. In Laporan Tahunan (pp. 1–304). Jakarta.
Schivinski, B. (2019). Eliciting brand-related social media engagement : A conditional inference tree framework. Journal of Business Research, (Augustus), 1–9. https://doi.org/10.1016/j.jbusres.2019.08.045
Shahrin, M., Menon, A. S., Sentosa, I., Wahid, R. A., & Hasim, M. A. (2020). Measuring The Social Media Engangement Dimension of Modest Fashion Industry in Malaysia (pp. 1–8). EpSBS. https://doi.org/10.15405/epsbs.2020.12.05.69
Shi, X., Liu, J., & Sirkeci, I. (2016). Unveiling the Antecedents and Consequences of Social Media Engagement and Community Trust (pp. 1–21). BAM 2016.
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process : Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Throuvala, M. A., Griffiths, M. D., Rennoldson, M., & Kuss, D. J. (2019). A “ Control Model ” of Social Media Engagement in Adolescence : A Grounded Theory Analysis. International Journal of Environment Research and Publich Health, 16(November), 1–18. https://doi.org/10.3390/ijerph16234696
Viswanathan, V., Malthouse, E. C., Maslowska, E., Hoornaert, S., & Poel, D. Van den. (2018). Dynamics between social media engagement , firm-generated content , and live and time-shifted TV viewing. Journal of Service Management, (March), 1–24. https://doi.org/10.1108/JOSM-09-2016-0241
Wiegand, J. R., Lee, H., & Xu, Y. (2020). Building Millennial’s Brand Loyality via Social Media Engangement: A Perspective of Co-creation Value (pp. 1–4). ITAA Proceeding. Retrieved from https://itaaonline.org
Wiliam, A., Sasmoko, S., Kosasih, W., & Indrianti, Y. (2020). Sentiment Analysis of Social Media Engagement to M-Commerce Purchase Intention from The Consumers Perspectives in Indonesia, (February). https://doi.org/10.1201/9780367814557-86
Workman, J., Lee, S., & Liang, Y. (2020). Social Media Engagement, Gender, Materialism, and Money Attitudes (pp. 1–4). ITAA Proceeding.
Zahid, M. M., & Ali, B. (2016). Social Media Engagement and Brand Outcomes : a Study of Fast Moving Consumer Goods Sector. Abasyn Journal of Social Sciences, (January 2016), 145–158.
Web/html
https://teknoia.com/data-internet-di-indonesia-dan-perilakunya-880c7bc7cd19, Februari 2020
https://www.cermati.com/artikel/10-media-online-untuk-melakukan-promosi-bisnis, Agustus 2016
Archer, G. R., & Axe, J. (2010). Social Media Enganges Online Entrepreneurship Students (pp. 159–177).
Asperen, M. van, Rooij, P. de, & Dijkmans, C. (2017). Engagement-Based Loyalty : The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry. International Journal of Hospitality & Tourism Administration, (January 2020), 1–32. https://doi.org/10.1080/15256480.2017.1305313
Bhattacharya, S., Srinivasan, P., & Polgreen, P. (2017). Social media engagement analysis of U . S . Federal health agencies on Facebook. BMC Medical Informatics and Decision Making, 1–13. https://doi.org/10.1186/s12911-017-0447-z
Brown, S. (2010). Likert Scale Examples for Surveys. Retrieved from https://www.extension.iastate.edu/Documents/ANR/LikertScaleExamplesforSurveys.pdf
Cao, D., Meadows, M., Wong, D., & Xia, S. (2020). Understanding consumers ’ social media engagement behaviour : An examination of the moderation effect of social media context. Journal of Business Research, (June), 1–12. https://doi.org/10.1016/j.jbusres.2020.06.025
Clark, M., Fine, M. B., & Scheuer, C. (2016). Relationship quality in higher education marketing : the role of social media engagement. Journal of Marketing for Higher Education, 0(December), 1–19. https://doi.org/10.1080/08841241.2016.1269036
Dawes, J. (2008). Do data characteristics change according to the number of scale points used ? International Journal of Market Research, 50(1), 61–78.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Social Media Engagement Behaviour : A Uses and Gratifications Perspective. Journal of Strategic Marketing, (December), 1–19. https://doi.org/10.1080/0965254X.2015.1095222
Ersoy, A. B., Zaim, H., Keceli, Y., & Kurtish-Kastrati, S. (2018). Brand ethics and social media engagement. International Journal Foresight and Innovation Policy, 13(January), 14–32. https://doi.org/10.1504/IJFIP.2018.095855
Flecher, K. A. P., & Emmanuel-Stephen, C. M. (2020). Social Media Engagement : Reshaping the Consumption Patterns of Generation Y Caribbean and Latin American Consumers (pp. 218–220). https://doi.org/10.4018/978-1-5225-0282-1.ch010
Gangi, P. M. Di, & Wasko, M. (2016). Social Media Engagement Theory : Exploring the Influence of User Engagement on Social Media Usage. Journal of Organization and End User Computing (JOEUC), 28(April), 53–73. https://doi.org/10.4018/JOEUC.2016040104
Groth, A., Buchauer, R., & Schlogl, S. (2018). Influence of Social Media Engagement on Sustainable Mobility Behaviour in Alpine Regions (pp. 186–199). Springer International Publishing. https://doi.org/10.1007/978-3-319-72923-7
Hall-phillips, A., Park, J., Chung, T., Anaza, N. A., & Rathod, S. R. (2015). I ( heart ) social ventures : Identification and social media engagement. Journal of Business Research, (June), 1–9. https://doi.org/10.1016/j.jbusres.2015.05.005
Herispon, H. (2019). An Empirical Analysis of Household Debt Behavior Determinants. Economics and Finance in Indonesia, 65(2), 132–148. https://doi.org/DOI: http://dx.doi.org/10.7454/efi.v65i2.627
Kang, X. (2019). The Impact of Family Social Network on Household Consumption. Modern Economy, 10(March), 679–697. https://doi.org/10.4236/me.2019.103046
Lai, C., Gu, M., Gao, F., & Yung, J. W. S. (2020). Motivational mechanisms of ethnic minorities’ social media engagement with mainstream culture. Journal of Multilingual and Multicultural Development, (March), 1–15. https://doi.org/10.1080/01434632.2020.1738442
Lai, I. K. W., & Liu, Y. (2020). The Effects of Content Likeability , Content Credibility , and Social Media Engagement on Users ’ Acceptance of Product Placement in Mobile Social Networks. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 1–19. https://doi.org/10.4067/S0718-18762020000300102
Malkawi, R., Alzaqebah, M., Al-Yousef, A., & Huda, B. A. (2019). The impact of the digital storytelling rubrics on the social media engagements. International Journal Computer Applications in Technology, 59(January 2021), 269–275. https://doi.org/10.1504/IJCAT.2019.098605
Mary, F. (2012). The Determinants of Consumption Pattern Among Rural Dwellers of Ondo State ( Case Study of Akoko North West Local Government ). European Scientific Journal, 8(6), 72–79. Retrieved from http://eujournal.org/index.php/esj/article/view/102
Matin, A., Khoshtaria, T., & Tutberidze, G. (2020). The impact of social media engagement on consumers â€TM trust and purchase intention. International Journal Technology Marketing, X(December), 1–20. https://doi.org/10.1504/IJTMKT.2020.111547
Mayasari, I., & Chrisharyanto, H. (2018). Motivational Factors of Collaborative Consumption in The Era of Sharing Economy. Gajah Mada International Journal of Business, 20(3), 331–353.
Menaga, A., & Vasantha, S. (2020). Effects of social media engagement in CSR and Customer satisfaction. Journal of Critical Reviews, 7(May), 128–134. https://doi.org/10.22159/jcr.07.01.23
Miller, R. L., & Meiners, R. E. (1993). Intermediate Microeconomics Theory, Issues. Penerjemah ; Haris Munandar. Edisi 1. Cetakan 1. Raja Grafindo Persada. Jakarta.
Navarro, S. M., Mazingi, D., Keil, E., Dube, A., Dedeker, C., Stewart, K. A., … Tuttle, T. M. (2020). Identifying New Frontiers for Social Media Engagement in Global Surgery : An Observational Study. World Journal of Surgery, (May), 1–11. https://doi.org/10.1007/s00268-020-05553-8
Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring Social Media Engagement Behaviors in the Context of Luxury Brands. Journal of Advertising, (February), 1–16. https://doi.org/10.1080/00913367.2017.1405756
Pittman, M. (2015). Creating , Consuming , and Connecting : Examining the Relationship Between Social Media Engagement and Loneliness. The Journal of Social Media & Society, (January), 66–98.
PT Fast Food Indonesia Tbk. (2017). DRIVING FUTURE GROWTH : LAPORAN TAHUNAN. In Laporan Tahunan (pp. 1–304). Jakarta.
Schivinski, B. (2019). Eliciting brand-related social media engagement : A conditional inference tree framework. Journal of Business Research, (Augustus), 1–9. https://doi.org/10.1016/j.jbusres.2019.08.045
Shahrin, M., Menon, A. S., Sentosa, I., Wahid, R. A., & Hasim, M. A. (2020). Measuring The Social Media Engangement Dimension of Modest Fashion Industry in Malaysia (pp. 1–8). EpSBS. https://doi.org/10.15405/epsbs.2020.12.05.69
Shi, X., Liu, J., & Sirkeci, I. (2016). Unveiling the Antecedents and Consequences of Social Media Engagement and Community Trust (pp. 1–21). BAM 2016.
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process : Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Throuvala, M. A., Griffiths, M. D., Rennoldson, M., & Kuss, D. J. (2019). A “ Control Model ” of Social Media Engagement in Adolescence : A Grounded Theory Analysis. International Journal of Environment Research and Publich Health, 16(November), 1–18. https://doi.org/10.3390/ijerph16234696
Viswanathan, V., Malthouse, E. C., Maslowska, E., Hoornaert, S., & Poel, D. Van den. (2018). Dynamics between social media engagement , firm-generated content , and live and time-shifted TV viewing. Journal of Service Management, (March), 1–24. https://doi.org/10.1108/JOSM-09-2016-0241
Wiegand, J. R., Lee, H., & Xu, Y. (2020). Building Millennial’s Brand Loyality via Social Media Engangement: A Perspective of Co-creation Value (pp. 1–4). ITAA Proceeding. Retrieved from https://itaaonline.org
Wiliam, A., Sasmoko, S., Kosasih, W., & Indrianti, Y. (2020). Sentiment Analysis of Social Media Engagement to M-Commerce Purchase Intention from The Consumers Perspectives in Indonesia, (February). https://doi.org/10.1201/9780367814557-86
Workman, J., Lee, S., & Liang, Y. (2020). Social Media Engagement, Gender, Materialism, and Money Attitudes (pp. 1–4). ITAA Proceeding.
Zahid, M. M., & Ali, B. (2016). Social Media Engagement and Brand Outcomes : a Study of Fast Moving Consumer Goods Sector. Abasyn Journal of Social Sciences, (January 2016), 145–158.
Web/html
https://teknoia.com/data-internet-di-indonesia-dan-perilakunya-880c7bc7cd19, Februari 2020
https://www.cermati.com/artikel/10-media-online-untuk-melakukan-promosi-bisnis, Agustus 2016
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