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"ABSTRAKPenggunaan media sosial semakin marak akhir-akhir ini karena tidak hanya digunakan oleh pribadi tetapi juga organisasi dengan tujuan lebih dari sekedar komunikasi. Tesis ini membahas bagaimana Perpustakaan Nasional RI mengelola dan menggunakan media sosial sebagai sarana promosi. Penelitian deskriptif ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh dari wawancara yang menggunakan teknik snowball sampling, observasi dan analisis dokumen. Wawancara terhadap admin akun media sosial Perpustakaan Nasional RI dan analisis dokumen peraturan untuk mengidentifikasi pengelolaan media sosial di Perpustakaan Nasional RI. Sedangkan, data yang diperoleh dari observasi terhadap posting Perpustakaan Nasional RI pada akun media sosialnya digunakan untuk menganalisis penggunaan media sosial sebagai sarana promosi oleh Perpustakaan Nasional RI. Hasil penelitian menunjukkan Perpustakaan Nasional RI menyadari pentingnya promosi melalui media sosial tetapi cenderung fokus pada target posting dalam hal perencanaan, ditemukan beberapa kendala dalam pengelolaan media sosial dan masih kurangnya evaluasi terhadap kegiatan tersebut. Perpustakaan Nasional RI menggunakan Facebook, Twitter dan YouTube untuk mempromosikan koleksi, layanan dan kegiatannya. Selain itu, media sosial dapat juga berfungsi sebagai customer service, dimana audience dapat menyampaikan pertanyaan dan keluhan untuk ditanggapi oleh Perpustakaan Nasional RI. Dengan demikian, pernyataan audience melalui media sosial dan respon audience terhadap posting Perpustakaan Nasional RI dapat dijadikan landasan untuk perbaikan dalam hal layanan dan pemenuhan kebutuhan informasi pemustaka. Oleh karena itu, Perpustakaan Nasional RI perlu menerbitkan pedoman tertulis, mengikutsertakan admin dalam pelatihan pengelolaan media sosial, menambah sumber daya manusia dan fasilitas penunjang agar penggunaan media sosial lebih optimal.

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ABSTRACTSocial media use is ubiquitous recently because they are not only used by individuals but also organizations for the purpose of more than a mere communication. This thesis discusses how National Library of Indonesia manages and uses social media as promotion tool. This descriptive research uses qualitative approach and case study method. Data are obtained from interviews using snowball sampling, observation and document analysis. Interviews with administrators of National Library of Indonesia's social media and regulatory document analysis are intended to identify social media management at National Library of Indonesia. Meanwhile, data obtained from observation on National Library of Indonesia's postings on its social media accounts are used to analyze social media use as promotion tool by National Library of Indonesia. The results of this research show that National Library of Indonesia is aware of the importance of promotion via social media but tends to focus on posting target in terms of planning, there are some obstacles in managing social media and there is lack of evaluation on the activity. National Library of Indonesia uses Facebook, Twitter and YouTube to promote its collections, services and events. In addition, social media can serve as customer service, in which library users can ask questions and express complaints to be responded by National Library of Indonesia. Thus, audiences rsquo expression via social media and audiences responses towards National Library of Indonesia's postings can be considered as basis for improvement in services and in fulfilling library users rsquo information needs. Therefore, National Library of Indonesia should issue written guidelines, attend training on social media management and add more administrators as well as supporting facilities in order to use social media in a more optimal manner."

"Tesis ini merupakan sebuah tulisan yang memaparkan mengenai analisa model AISAS yang merupakan perjalanan konsumen di era digital dewasa ini terhadap Komunikasi Pemasaran di Media Sosial pada Situs Jual Beli Online. Aspek utama dalam tesis ini adalah bagaimana masing-masing variabel dalam model AISAS, yakni Awareness, Interest, Search, Action dan Share mempengaruhi variabel lainnya sehingga cenderung meningkatkan keterlibatan konsumen yang lebih dalam Communication with low involvment to Communication with high Involvement . Peningkatan pengguna internet di Indonesia secara ekstrim membuat internet menjadi aspek penting bagi kehidupan sehari-hari masyarakat Indonesia. Perkembangan ini membuat terjadinya banyak perubahan sosial, budaya dan gaya hidup masyarakat Indonesia, salah satunya adalah perubahan pola interaksi yang kini dilakukan melalui media sosial. Media sosial pada akhirnya dilirik oleh para pemasar sebagai salah satu sarana komunikasi pemasaran karena memiliki pasar dengan jumlah audience yang sangat luas dan bahkan tidak terbatas. Lebih lanjut, perkembangan internet juga membuat banyaknya situs jual beli online bermunculan dan saling bersaing merebut pasar Indonesia.Penelitian yang dilakukan dari bulan November 2016 hingga bulan April 2017 menunjukkan bahwa pada model AISAS, Communication with low involvement yang dilakukan oleh situs jual beli online melalui media sosial secara signifikan mempengaruhi Communication with high involvement, namun ketika diimplementasikan pada setiap variabel dalam model AISAS, diketahui bahwa setiap variabel tidak selalu menunjukkan adanya direct relationship dalam perjalanan konsumen seperti yang digambarkan oleh model tersebut.

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This thesis describes the analysis of AISAS model which is a consumer journey in digital age towards Marketing Communications in Social Media on Online shopping sitess. The main aspects of this paper are how each variable in the AISAS model, ie Awareness, Interest, Search, Action and Share affect other variables, thus creating a tendency to increase the higher involvement of consumers Communication with low involvement to Communication with high Involvement . The extrem enhancement of internet users in Indonesia makes Internet become an important aspect for Indonesian citizen rsquo s daily life. Internet development has made a lot of changes, one of them is the changing pattern of daily interaction that currently popular through social media. Since social media has a very broad audiece, marketers start to glance at social media as marketing communication channel and treat social media as the market it self. Furthermore, the development of internet also makes the number of online shopping sitess company popping up and competing in Indonesian market. Various ways are used by online sales sites to attract consumers intention to buy, one of them is by using social media to spread marketing communication messages and hope it will effectively influence cunsomers to start using online sales site to shop their daily needs. This research was conducted from November 2016 to April 2017. The result shows that in the AISAS model, Communication with low involvement through social media significantly affects Communication with high involvement on online shopping sitess, but when we break each variables of the AISAS model, we found out that each variables does not necessarily indicate a direct relationship in the consumer 39 s journey as illustrated by the model."

"Penelitian ini dilakukan untuk memperdalam pemahaman saat ini tentang campaign di social media dengan menggunakan advertising model dari Ducoffe. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang memengaruhi nilai campaign disocial media dan konsekuensinya pada sikap serta perilaku khalayak dalam konteks spesifik dari campaign UangKita di social media Kementerian Keuangan. Survei dilakukan pada sampel kuota 232 followers dari akun-akun social media yang dimiliki oleh Kementerian Keuangan. Kuesioner berbasis web digunakan untuk mengumpulkan data yang kemudian dianalisis menggunakan aplikasi SPSS. Temuan-temuan menunjukkan bahwa ada pengaruh yang signifikan yang positif dari informativeness, entertainment, credibility pada social media campaign value UangKita. Nilai positif ini akan mempengaruhi sikap khalayak terhadap social media campaign UangKita dan respons perilaku mereka. Reputasi Kementerian Keuangan juga dikonfirmasi menjadi moderator dalam pengaruh tersebut. Oleh sebab itu, Kementerian Keuangan harus fokus tidak hanya pada pengembangan yang kaya akan informasi dan kredibel, tetapi juga konten yang menghibur. Selanjutnya, seluruh akun harus secara sistematis diintegrasikan oleh Kementerian Keuangan dalam strategi komunikasi mereka karena mempengaruhi sikap dan perilaku followers sebagai sasaran komunikasi, terutama ketika Kementerain Keuangan dianggap memiliki reputasi yang baik.

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This research was conducted to deepen the current understanding of campaigns on social media by using advertising models from Ducoffe. The purpose of this study was to determine the factors that influence the value of campaigns on social media and their consequences on consumer attitudes and behavior in the specific context of the #UangKita campaign on the Ministry of Finances social media. The survey was conducted on a quota sample of 232 Ministry of Finance social media accounts followers. Web-based questionnaires are used to collect data which is then analyzed using the SPSS application. 

The research found that there are significant positive effects of informativeness, entertainment, credibility on #UangKitas social media campaign value. This positive value will influence the attitude of the audience towards the UangKita campaign and their behavior response. The moderator effect of the companys reputation is also confirmed in that relation. The Ministry of Finance must focus not only on developing informativeness and credibility of campaigns, but also entertaining content. Furthermore, all social media accounts must be systematically integrated by the Ministry of Finance in their communication strategies because they influence the attitudes and behavior of followers as the target of communication, especially when the Finance Ministry is considered to have a good reputation."

"Kementerian pariwisata menggunakan media sosial instagram untuk mempromosikan destinasi pariwisata Indonesia. Namun, terdapat tantangan dalam memilih atau menciptakan konten media sosial untuk berhasil menarik perhatian konsumen, merangsang keterlibatan konsumen dengan konten tersebut, dan memotivasi perilaku eWOM mereka. Penelitian ini bertujuan untuk mengidentifikasi dan menguji faktor-faktor langsung dan tidak langsung yang memiliki pengaruh dengan nilai gambar media sosial destinasi pariwisata yang dapat memprediksi eWOM. Dengan menggunakan Stimulus-Organism-Response (S-O-R) sebagai kerangka utama, peneliti mengintegrasikan model Ducoffe dan Elaboration Likelihood Model (ELM) untuk mempelajari pengaruh nilai gambar destinasi media sosial (hiburan, informativitas, irritation, kredibilitas, personalisasi, dan insentif) terhadap nilai yang dirasakan oleh konsumen dan eWOM melalui consumer engagement dan consumer involvement. Menggunakan metode penelitian survei, peneliti mengumpulkan data dari 213 individu dan mengolah data berbasis PLS-SEM dan mendapatkan hasil bahwa hiburan, informativitas, kredibiltas, personalisasi berdampak pada persepsi nilai gambar destinasi wisata sementara irritation dan insentif tidak memiliki pengaruh. Penelitian juga menunjukan bahwa persepsi nilai gambar destinasi wisata di media sosial tanpa adanya mediasi consumer engagement dan consumer involvement tidak memiliki pengaruh yang signifikan terhadap eWOM.

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The Ministry of Tourism uses Instagram as a social media platform to promote tourist destinations in Indonesia. However, there are challenges in selecting or creating social media content that effectively captures consumers' attention, stimulates consumer engagement with the content, and motivates their eWOM behavior. This research aims to identify and test direct and indirect factors that influence the perceived value of social media images of tourist destinations, predicting eWOM. Using the Stimulus-Organism-Response (S-O-R) framework as the primary structure, the researchers integrated Ducoffe's model and the Elaboration Likelihood Model (ELM) to examine the impact of the perceived value of social media destination images (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer-perceived value and eWOM through consumer engagement and involvement. Employing a survey research method, the researchers collected data from 213 individuals and processed the data using the PLS-SEM approach. The results indicated that entertainment, informativeness, credibility, and personalization have an impact on the perceived value of tourism destination images, while irritation and incentives do not. The study also showed that the perceived value of tourism destination images on social media, without the mediation of consumer engagement and consumer involvement, does not have a significant influence on eWOM.

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The Ministry of Tourism utilizes the Instagram social media platform to promote tourist destinations in Indonesia. However, there are challenges in selecting or creating social media content that successfully captures consumers' attention, stimulates consumer engagement with the content, and motivates their electronic Word-of-Mouth (eWOM) behavior. This research aims to identify and test direct and indirect factors influencing the perceived value of social media images of tourist destinations, which can predict eWOM. Using the Stimulus-Organism-Response (S-O-R) as the primary framework, researchers integrate the Ducoffe model and the Elaboration Likelihood Model (ELM) to examine the impact of the perceived value of social media destination images (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer-perceived value and eWOM through consumer engagement and involvement. The research employs a conclusive descriptive research method with purposive sampling through online questionnaires with structured self-administered questions. The survey involves 213 respondents residing in Indonesia within the last year, following the Instagram social media account Pesona Indonesia, and having visited tourist destinations after seeing posted images on Pesona Indonesia Instagram from January 2020 to the time of the study. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, the researchers find that entertainment, informativeness, credibility, and personalization impact the perceived value of tourist destination images, while irritation and incentives do not have an effect. The study also indicates that the perceived value of tourist destination images on social media, without the mediation of consumer engagement and involvement, does not significantly influence eWOM."

"Fenomena social media fatigue adalah kecenderungan ?pengguna media sosial? untuk mundur dari penggunaan social media ketika mereka sudah kewalahan dengan terlalu banyak informasi yang ada. Dengan demikian, intensi komplain di social media sepertinya juga akan berkurang. Padahal, perilaku komplain merupakan kesempatan bagi perusahaan untuk memperbaiki kesalahan dan mempertahankan konsumennya. Untuk itu, penelitian ini menambahkan variabel service failure severity untuk menguji intensi komplain di social media tersebut.

Hasil penelitian menunjukkan bahwa social media fatigue yang dirasakan oleh seseorang akan berpengaruh terhadap intensi komplain di akun social media resmi perusahaan dengan tambahan variabel service failure severity.

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The phenomenon of social media fatigue is defined as ?social media user? tendency to back away from social media usage when they become overwhelmed with too many information. Thus, complaint intentions on social media will likely be reduced. Whereas, complaint behavior is an opportunity for companies to correct errors and retain they customers. Therefore, this study added the service failure severity as a variable to test the complaint intention on company?s social media account.

Result showed that social media fatigue will affect complaint intentions on company?s official social media account if there are other factors, i.e. service failure severity."

"ABSTRAKPenelitian ini menganalisis hubungan social media engagement dan social media advertising engagement serta pengaruhnya terhadap advertising evaluation dan purchase intention. Mengacu pada pendekatan engagement experience framework, social media engagement dianalisis melalui experience dimensi yakni entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, innovation/ trendsetter, topicality, dan empowerment. Social media advertising engagement dianalisis dengan experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. Penelitian ini dilakukan dalam konteks Instagram dengan 407 responden yang termasuk kedalam pengguna aktif Instagram dan pernah melihat Instagram Ads sebagai objek penelitian. Data kemudian diolah menggunakan SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa social media engagement terbukti memiliki pengaruh terhadap social media advertising engagement, namun tidak terbukti memiliki pengaruh terhadap advertising evaluation. Sedangkan social media advertising engagement terbukti memiliki pengaruh terhadap advertising evaluation, selain itu advertising evaluation juga terbukti memiliki pengaruh terhadap purchase intention.

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ABSTRACTThis study analyzes the relationship between social media engagement and the social media advertising engagement and their effect on advertising evaluation and purchase intentions. The experience engagement framework is referred, social media engagement is analyzed through the experience of the entertainment dimension, negative emotions, hobbies, stimulation, identification, practical use, social interaction, innovation/trendsetters, topics, and empowerment. Social media advertisement engagement is analyzed by experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. This research was conducted in social media Instagram with 407 respondents those are active Instagram users and had seen Instagram Ads as research objects. The data is then processed using SEM (Structural Equation Model). The results showed that the social media engagement was proven to have an influence on the social media advertising engagement, but it was not proven to have an influence on the evaluation of advertisements. While the socialmedia advertising engagement has been proven to have an influence on advertising evaluations, besides that advertising evaluations have also been shown to have an influence on purchase intentions."

"ABSTRAK Perkembangan era global dimana teknologi, sarana dan infrastruktur, hingga sistem informasi saat ini berkembang sangat pesat, dan telah merubah cara-cara tradisional yang biasa digunakan dalam melakukan pemasaran. Seiring dengan perkembangan teknologi hingga sistem informasi, kemudahan dalam mengakses suatu konten telah membawa konsumen kepada penggunaan media digital berbasis online. Dalam beberapa tahun terakhir, media sosial menjadi semakin populer sebagai alat bisnis dan komunikasi. Instagram merupakan salah satu jejaring sosial yang paling cepat perkembangannya sejak pertama kali diluncurkan, hal inilah yang membuat Instagram menjadi alat pemasaran yang efektif bagi perusahaan. Penelitian ini bertujuan untuk mengetahui attitude dan menganalisa faktor-faktor yang dapat mempengaruhi attitude pengguna Instagram terhadap aktivitas komunikasi pemasaran Instagram ads. Selain itu penelitian ini juga betujuan untuk mengetahui pengaruh attitude toward brand dan attitude toward the Instagram ads dapat mempengaruhi behavioral intention. Penelitian ini merupakan penelitian kuantitatif dengan desain cross sectional descriptive research. Berdasarkan hasil penelitian ini, diketahui bahwa baik brand attitude maupun attitude toward instagram ads sama-sama memiliki pengaruh positif yang signifikan antara keduanya, dan untuk brand attitude dan attitude toward instagram ads yang memiliki pengaruh positif yang signifikan terhadap behavioral intention. Dan untuk model 2, diketahui bahwa Ad Perception, Ad Credibility, Informativeness, Irritation, dan Mood memiliki pengaruh yang signifikan terhadap attitude toward the ads pada media sosial instagram.

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ABSTRACT

The development of the global era where technology, facilities and infrastructure, to information systems is currently developing very rapidly, and has changed the traditional ways commonly used in marketing. Along with the development of technology to information systems, the ease of accessing a content has brought consumers to the use of online-based digital media. In recent years, social media has become increasingly popular as a business and communication tool. Instagram is one of the fastest growing social networks since it was first launched, this is what makes Instagram an effective marketing tool for the company. This study aimed to determine attitude and analyze the factors that can influence the attitude of Instagram users towards Instagram ads marketing communication activities. Moreover, this study also aimed to determine the effect of attitude towards the brand and attitude towards Instagram ads may affect behavioral intention. This is a quantitative research with cross sectional descriptive research design. Based on the results of this study, it is known that both brand attitudes as well as attitude towards Instagram ads have a significant positive effect between the two, and that brand attitude and attitude towards Instagram ads have a significant, positive effect on behavioral intention. And for model 2, it is known that Ad Perception, Ad Credibility, Information, Irritation, and Mood have a significant influence on attitude toward the ads on social media instagram"

"Menurut penelitian yang dilakukan oleh We Are Social bersama dengan HootSuite, YouTube adalah platform media sosial yang paling aktif digunakan oleh masyarakat Indonesia. Selain menjadi media untuk mempublikasikan hasil karya, YouTube juga dapat digunakan sebagai media dalam melakukan pemasaran berbagai macam produk. Orang yang melakukan pemasaran pada media digital seperti YouTube umumnya disebut influencer. Penelitian ini melihat peran perceived trust dalam memediasi pengaruh model social media influencer value (SMIV) yang terdapat pada influencer marketing terhadap sebuah produk, yang dalam konteks penelitan ini dikategorikan sebagai high involvement product. Pengaruh antara model SMIV yang terdiri dari advertising value dan source credibility terhadap brand awareness dan purchase intention dengan perceived trust sebagai variabel mediasi juga akan dibahas pada penelitian ini. Metode penelitian yang dilakukan adalah penelitian kuantitatif dengan melakukan proses survei dan data yang didapat akan dianalisis dengan metode Structural Equation Model (SEM).

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According to a research conducted by We Are Social and HootSuite, YouTube is recently the most active social media platform used by Indonesian people. Apart from being a medium for publishing contents, YouTube can also be used as a medium in marketing for various kinds of products. People who do marketing on digital media usually called as an influencer. This research looks at the mediating role of perceived trust on mediating the impact of social media influencer value (SMIV) model in influencer marketing towards a product, which in the context of this research is categorized as high involvement product. The impact of the SMIV model which consists of advertising value and source credibility to brand awareness and intention to purchase, with perceived trust as a mediator will also be discussed in this research. The method used in this research is quantitative research by conducting survey process and the data obtained will be analyzed with Structural Equation Model (SEM) method."

"Peningkatan pengunaan media sosial untuk beriklan memunculkan pertanyaan aspek iklan apa saja yang penting dimiliki pada sebuah iklan sehingga dapat menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui aspek dari paparan iklan pada media sosial yang sedang marak digunakan di Indonesia, Instagram, terhadap sikap perilaku dari konsumen terhadap iklan, merek, dan niat pembelian. Penelitian ini dilakukan secara kuantitatif dengan menggunakan survey yang disebarkan pada responden sampel dengan kuisioner yang dikelola sendiri. Data diolah menggunakan structural equation modelling SEM dengan LISREL 8.70. Penelitian ini dilakukan di Indonesia dan berfokus pada pengguna Instagram serta kampanye iklan media sosial yang beredar di Indonesia. Meskipun terdapat limitasi, penelitian ini dapat membantu pemasar untuk meningkatkan efektivitas iklan untuk mendapatkan ROI yang ingin dicapai dengan iklan yang memiliki daya tarik emosional, kreativitas, informasi, dan aspek hiburan sehingga dapat meningkatkan sikap positif konsumen terhadap iklan, merek, dan niat pembelian.

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The continuous growth of social media usage for advertising has sparked questions about important aspects of advertisement which could attract the customers. The purpose of this paper is to understand which aspects of the advertising exposure in the widely use social media in Indonesia, Instagram, towards the behavioral attitudes of customers toward the advertising, brand, and purchase intention.

Quantitative research was conducted by a survey among a sample respondents via self administered structured questionnaires. Data was analyzed using Structural Equation Modelling SEM using LISREL 8.70.

This study was only conducted in Indonesia which focus on Instagram user and the advertising campaign runs in Indonesia. Despite this limitation, the findings on this study enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI by an advertising that has emotional appealss, creativity, information, entertainment aspects to increase customer positive attitude toward the advertising, attitude toward the brand and purchase intention."

"Penggunaan media sosial untuk berbagi pengetahuan terkait pekerjaan telah sering dilakukan oleh para pekerja. Namun, faktor-faktor yang mempengaruhi penggunaan LinkedIn untuk melakukan knowledge sharing dalam pekerja sektor keuangan belum sepenuhnya tervalidasi. Penelitian ini bertujuan untuk menganalisis faktor-faktor penggunaan LinkedIn dengan mengadopsi The Unified Theory of Acceptance and Use of Technology (UTAUT). Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara daring kepada 160 para pekerja sektor keuangan di DKI Jakarta. Teknik analisis data yang digunakan adalah dengan menggunakan SEM-PLS untuk memverifikasi model penelitian. Hasil penelitian ini menunjukkan bahwa performance expectancy, knowledge sharing self-efficacy, dan habit memberikan pengaruh positif dan signifikan terhadap behavioral intention. Selain itu, facilitating conditions dan behavioral intention memberikan pengaruh positif dan signifikan terhadap actual use behavior. Ditemukan bahwa efek moderasi age hanya berpengaruh positif dan signifikan pada hubungan knowledge sharing self-efficacy terhadap behavioral intention dan efek moderasi experience hanya berpengaruh positif dan signifikan pada hubungan performance expectancy terhadap behavioral intention.

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The use of social media for knowledge sharing related to work has often been practiced by employees. However, the factors influencing the use of LinkedIn for knowledge sharing in the financial sector have not been fully validated. This research aims to analyze the factors affecting the use of LinkedIn by adopting The Unified Theory of Acceptance and Use of Technology (UTAUT). This study employs a quantitative approach by distributing online questionnaires to 160 workers in the financial sector in DKI Jakarta. The data analysis technique used is SEM-PLS to verify the proposed model. The results of this study indicate that performance expectancy, knowledge sharing self-efficacy, and habit have a positive and significant influence on behavioral intention. Moreover, facilitating conditions and behavioral intention have a positive and significant influence on actual use behavior. It was found that the moderating effect of age only has a positive and significant impact on the relationship between knowledge sharing self-efficacy and behavioral intention, and the moderating effect of experience only has a positive and significant impact on the relationship between performance expectancy and behavioral intention."