Keterhubungan Pemasaran Berbasis Sosial Media Terhadap Niat Penggunaan Aplikasi Transportasi Online
Abstract
Tujuan dari studi ini adalah untuk mengetahui hubungan antara sosial media marketing khususnyapemasaran melalui Instagram pada platform aplikasi transportasi online Grab Indonesia atau @grabidterhadap niatan pengguna untuk menggunakan platform Grab Indonesia. Penelitian ini bersifat noneksperimental dengan menerapkan metode kuantitatif. Data penelitian didapatkan dari survei dalambentuk kuesioner online pada 146 responden yang merupakan pengguna instagram yang pernahmenggunakan layanan transportasi online pada platform Grab. Teknik non-probability samplingdigunakan dalam mengambilan sample penelitian. Uji korelasi digunakan untuk melihat hubungan sosialmedia marketing Grab Indonesia terhadap niat penggunaan platform Grab. Hasil studi ini menunjukkanbahwa terdapat hubungan sosial media marketing yang digunakan pihak Grab terhadap niat masyarakatuntuk menggunakan layanan yang ada di aplikasi Grab.Kata kunci: pemasaran berbasis sosial media, niat penggunaan aplikasi, aplikasi online
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