The effect of tweet ads through @infobdg Twitter account toward Bandung people buying interest

The effect of tweet ads through @infobdg Twitter account toward Bandung people buying interest

Author		: ATHIRA SETIRA ADIL; RAH UTAMI NUGRAHANI
Published on	: The 6th IICIES 2014(the patra bali)

Abstract

Today, the utilization of social media like Twitter is not only as a means of communication but also as a medium for marketing purpose. The account of @infobdg is one of many Twitter utilized by many local and national companies as their promotion medium. The purpose of this study is to determine the effect of advertising tweets through @infobdg Twitter account toward Bandung people buying interest. The variables are tweet ads as independent variable (X) and buying interest as dependent variable (Y). . The writer used quantitative method with descriptive research and causal. It should use instrument testing, validity and reliability testing. The data are primary and secondary data. Primary data were obtained through validity and reliability survey using questionnaires for 40 respondents with convenience sampling technique. To answer all issues contained in the formulation of the problem, the writer used several data analysis techniques, such as descriptive statistical analysis, classical assumption test, simple linear regression, determination of coefficient commission calculation, and hypothesis testing. The result was shown that @infobdg ads tweets through Twitter effected Bandung people buying interest. Coefficient of determination 0.210 indicated that independent variable trough Twitter account effected Bandung people by 21 % and the rest was 79 % effected by other factors outside of variable.

Keywords: Tweet Ads; Interests Buying; Twitter; Social Media