PENGARUH NETWORK STRUCTURE CHARACTERISTIC TERHADAP NETWORK INVOLVEMENT DAN IMPLIKASINYA TERHADAP PURCHASE INTENTION (Buzzing Produk Di Sosial Media Twitter)
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Date
2013
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Universitas Widyatama
Abstract
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.
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Keywords
Network Structure Characteristic, Network Involvement, Purchase Intention