PROSES PEMBUATAN KEPUTUSAN KONSUMEN RED MANGO MELALUI TWITTER
Abstract: In the study is
about the promotion on twitter can influence consumers to purchase made by Red
Mango. This study has several research purposes, namely: to see the extent to
which consumer decision-making through the introduction of Red Mango problems,
information search, evaluation of alternative purchase options, post-purchase
evaluation and see the difference between consumers who to follow or not to
follow, and examine the factors (problem recognition, information search,
evaluation of various alternative brands, the choice of brand products
purchased, and post-purchase evaluation) that differentiates. The research
method used is discriminant method that aims to look at groups of consumers
already who follow and not to follow. The population of this study is students
at the Faculty of Communication Sciences, University Tarumanagara. The method
of analysis used are: descriptive analysis method for presenting statistical
summary of the assessment of the respondents, to test the validity and
reliability, and discriminant analysis method. From the findings, conclusions
obtained are no significant differences between groups of consumers who follow
and not to follow. Because it does not influence consumers to buy yogurt at Red
Mango through the promotion of twitter.
Keywords: Decision Making,
Twitter, Promotion, Discriminant
Penulis: Sisca Aulia / Sasa
Djuarsa Sendjaja
Kode Jurnal: jpkomunikasidd110080
