BANGUN, WAWAS (2018) ANALISIS PENGARUH INFORMATIVENESS, CREDIBILITY DAN ENTERTAINMENT PADA MEDIA SOSIAL TERHADAP SIKAP BERPERILAKU HIDUP SEHAT PENGGUNA FACEBOOK (Studi Empiris Pada Kegiatan Pemasaran Sosial Kesehatan PT. Harmoni Dinamik Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The main objective of this study is to examine and analyze the influence of the informativeness, credibility and entertainment of social media towards Facebook users’ health attitude based on the theory of reasoned action by using quantitative-descriptive approach. Data were collected from 200 respondents of social media Facebook users who were involved in social health marketing activities in PT. Harmoni Dinamik Indonesia. Data analysis in this study use alternative methods of structural equation modeling (SEM) which is partial least square (PLS). The first phase of the current study is to validate each variable’s question as well as it’s reliabilities. The second phase is to test the relationships among informativeness, credibility and entertainment toward Facebook users’ health attitude. The outcomes of this present study have shown that the informativeness and entertainment have positive and significant effects while the credibilty although has positive effect, however, it was not significant enough. Keywords: Attitude, Informativeness, Credibility, and Entertainment Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh informativeness, credibility dan entertainment pada media sosial terhadap sikap berperilaku hidup sehat pengguna Facebook yang berlandaskan pada teori tindakan beralasan dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 200 responden pengguna media sosial Facebook yang terlibat di dalam kegiatan pemasaran sosial kesehatan PT. Harmoni Dinamik Indonesia. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara informativeness, credibility dan entertainment pada media sosial terhadap sikap berperilaku hidup sehat pengguna Facebook. Hasil dari penelitian ini menyatakan bahwa variabel informativeness dan entertainment berpengaruh positif dan signifikan terhadap sikap (attitude) sementara variabel credibility berpengaruh positif namun tidak cukup signifikan. Kata Kunci: Sikap, Informativeness, Credibility, dan Entertainment.
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