PENGARUH TERPAAN IKLAN ONLINE DAN KELOMPOK REFERENSI TERHADAP PERILAKU ADOPSI GO-JEK DI KOTA SEMARANG YANG DIMEDIASI OLEH SIKAP KONSUMEN

Authors

  • Muhammad Thoyib Amali Universitas Diponegoro

DOI:

https://doi.org/10.33633/ja.v2i1.2692

Abstract

AbstrakBerlandaskan pada teori difusi inovasi, penelitian ini bertujuan untuk menganalisis dampakterpaan iklan online dan kelompok referensi terhadap perilaku adopsi GO-JEK yang dimediasioleh sikap konsumen. Penelitian ini dilakukan pada 100 responden yang tersebar di KotaSemarang. Teknik analisis yang digunakan adalah teknik analisis jalur menggunakan SmartPLS3.0. Berdasarkan pengujian hipotesis yang ada, terpaan iklan online dan kelompok referensimemiliki pengaruh signifikan terhadap perilaku adopsi GO-JEK, di mana sikap konsumenmengambil peran sebagai mediasi parsial pada hubungan variabel-variabel tersebut. Hasilpenelitian ini menunjukkan bahwa paparan iklan online dan kelompok referensi tidak sertamerta mempengaruhi perilaku adopsi GO-JEK, tetapi lebih membentuk sikap terhadap GOJEK,yangkemudianmemengaruhiperilakuadopsipada GO-JEK itu sendiri.Melihatnilai sikapkonsumenyangrendahdalamindikatorkemudahanmenemukandriverpenelitimenyarankanagarpihak GO-JEK memperluas penyebarandriver.Kata Kunci: Terpaan Iklan Online, Kelompok Referensi, Sikap Konsumen, Adopsi GO-JEK AbstractBy implementing the innovation diffusion theory this research has aims to analyze the impactof online ad exposure and reference group on GO-JEK adoption behaviour with the mediatingrole of consumer attitude. This research was interviewing 100 respondents spreaded acrossSemarang City. The analysis technique used was path analysis using SmartPLS 3.0. Based onthe existing hypothesis testing, online ad exposure and reference group has a significant effecton GO-JEK adoption behaviour where the consumer attitude taking role as a partial mediationon the relation of those variables. The study indicates that online ad exposure and reference group does not necessarily affect GO-JEK adoption behavior, but rather shapes attitudes towards GO-JEK, which then influences adoption behaviour on GO-JEK it self. Based on the lowvalue of consumers attitude on finding the drivers, we suggest GO-JEK to expand their driverdeployment.Keywords: Online Ad Exposure, Reference Group, Consumers Attitude, GO-JEK Adoption

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Published

2019-07-24

Issue

Vol. 2 No. 1 (2019): Februari 2019

Section

Articles

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