The Influence of Facebook fan page towards Royco's consumer buying behavior: A Case study of Facebook fan page Royco "Masak Apa Hari Ini"
| Main Authors: | LIFIA FRANSISCA WIRIANTO, STEPHANIE PURWANTORO |
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| Terbitan: |
Universitas Kristen Petra
, 2012
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| Subjects: | |
| Online Access: |
http://dewey.petra.ac.id/catalog/ft_detail.php?knokat=23513 |
Daftar Isi:
- With the rapid growth of social media users, specifically Facebook users, the companies, see this phenomenon as a new way to promote products and services to the consumers. By utilizing Facebook Fan Page, the companies now are able to have a two-ways communication with the consumers. One of the companies, which utilize Facebook Fan Page as their marketing tools, is Unilever, specifically Royco. Through this research, the writers would like to find out whether Facebook Fan Page of Royco is really influencing Royco's consumers buying behavior or not. Based on this purpose, the writers determined that the respondents of this research will be the members of Royco's Facebook Fan Page "Masak Apa Hari Ini". By using multiple regression analysis as the analytical tool, the writers found out that Alternative Evaluation stage is being influenced the most by social media elements and Plausible is the social media elements, which influenced Alternative Evaluation stage the most.