Browsing by Author "Saputra, Yuddy"

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    THE EFFECT OF THE ONLINE SOCIAL NETWORK STRUCTURE CHARACTERISTIC TOWARD COGNITIVE AND AFFECTIVE INVOLVEMENT, AND ITS IMPLICATION TOWARD PURCHASE INTENTION: BUZZING PRODUCT ON TWITTER
    (International Conference Of Organizational Innovation 2013, Suan Sunandha Rajabahat University Thailand, 2013-07-02) Brahmana, Sunardi S.; Saputra, Yuddy
    The purpose of this research is to examine the influence of online social network structure characteristics on cognitive and affective involvement, and its implication on purchase intention of the product buzzed on twitter. As one of online social media, twitter has created vast opportunity for companies to promote their products and services. Twitter becomes a new and promising alternative channel to promote companies' products and services. Twitter has been growth rapidly in Indonesia. However, only a few companies that have used twitter as a media to promote the product, and most of them are of small and mid size enterprises. In general, Indonesian companies still in doubt and skeptic on the use of twitter as an alternative promotion media. Research done by IBM revealed that the main reasons behind this skepticism were trust and privacy issues. The stimulus organism response was used as the underlying theory of this study. By using convenience sampling method, two hundred questionnaires were sent, and one hundred ninety returned and ready for further data analysis. This research found that network centrality and homophile are significantly influence affective involvement; tie strength, network density, and homophile are significantly influence cognitive involvement. Furthermore, this research also found that affective involvement is positively influence purchase intention. The limitation and suggestion of this research are also explained.
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    ORGANIZATIONAL CLIMATE PROFILE OF RADIO STATIONS IN BANDUNG (The City with the Most Number of Radio Stations in Indonesia)
    (The Asian Conference on Media & Mass Communication 2012, International Academic Forum, 2012-11-02) Savitri, Firly; Saputra, Yuddy
    Bandung is the city that is highly recognized as the city of creativity. It is also known as the city with the most radio stations in Indonesia. Over the years, radio stations have become the most admired companies especially among the youth. The aim of the study reported in this paper is to identify the organizational climate profile of radio stations in Bandung and to explore the relationship between organizational climate and employee morale. The research used self administrated questionnaire based on Litwin and Stringer’s (1971) six dimensions to measure organizational climate throughout six radio stations with various segmentations. The research showed that team spirit, reward system and conformity are the most prominent dimensions that shaped the climate. The study also revealed that there is a relationship between organizational climate and morale. The attitude towards the job and working environment is mostly influenced by team spirit and conformity; attitude towards the supervisor is mostly influenced by reward and team spirit; and attitude towards the company and leadership is mostly influenced by team spirit and reward. The knowledge about organizational climate profile of the radio stations can be used as a reference for business owners and human resource managers in developing strategies to improve employee performance and organizational success in the media business.
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    PENGARUH KEPERCAYAAN PADA MERK DAN KEPUASAN MERK TERHADAP LOYALITAS MERK (Studi Kasus Blackberry)
    (Forum Manajemen Indonesia ke 4, Fakultas Ekonomi Universitas Islam Indonesia, 2012-11-13) Liani, Dienni Sahira; Saputra, Yuddy
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    PENGARUH NETWORK STRUCTURE CHARACTERISTIC TERHADAP NETWORK INVOLVEMENT DAN IMPLIKASINYA TERHADAP PURCHASE INTENTION (Buzzing Produk Di Sosial Media Twitter)
    (Universitas Widyatama, 2013) Saputra, Yuddy
    This research concerns on how online social network structure characteristic on buzzing product at twitter (tie strength, network density, network centrality and homophile) induces cognitive and affective involvement twitter user then how its implication to purchase intention of twitter user. In term of the rapid growth of social media twitter, business currently sees huge opportunities along with its risks. Undeniably, social media especially twitter has given a lot of benefits for several small and middle companies in Indonesia. One of several small an middle companies in Indonesia which have profoundly obtained profit from social media twitter is Maicih, the producer of spicy cassava chips. Maicih is a company which was being a hot topic at social media twitter is able to obtain profit up to four billion rupiahs a month from its business selling the chips. Even though the potential of social media especially twitter is so enormous as a channel to promote product to the consumer, some of companies still doubt using social media because there was some research that revealed people were still skeptic to buy some products because of privacy and trust reasons. Researcher spread 384 questioners both offline and online and only 190 was collected. The result of this research is both cognitive and affective involvement influenced by network structure characteristic. Still, only the effect of network structure characteristic on affective involvement was able to induce purchase intention. The network structure characteristic variables which were able to influence affective involvement are network centrality and homophile.