THE ENGLISH DEPARTMENT STUDENTS’ PERCEPTION ON THE USE OF SOCIAL MEDIA AS A MARKETING TOOL
THE ENGLISH DEPARTMENT STUDENTS’ PERCEPTION
ON THE USE OF SOCIAL MEDIA AS A MARKETING TOOL
A Thesis Presented as a Partial Requirement to Obtain the Bachelor Degree
in the English Department
By:
Fildzah Ardiana Nafisa
14.J2.0036
ENGLISH DEPARTMENT
FACULTY OF LANGUAGE AND ARTS
SOEGIJAPRANATA CATHOLIC UNIVERSITY
SEMARANG
2018 Nomor : 0047/SK.Rek/X/2013 Tanggal : 7 Oktober 2013 Tentang : PERNYATAAN KEASLIAN SKRIPSI/TUGAS AKHIR DAN
THESIS __________________________________________________________________
Dengan ini saya menyatakan bahwa dalam skrispi yang berjudul “THE ENGLISH DEPARTMENT STUDENTS’ PERCEPTION TOWARDS THE USE OF SOCIAL MEDIA AS A MARKETING TOOL
” ini tidak terdapat karya yang pernah diajukan untuk memperoleh gelar kesarjanaan di Perguruan Tinggi, dan sepanjang pengetahuan saya juga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, kecuali yang secara tertulis diacu dalam naskah ini dan disebutkan dalam daftar pusaka.
Apabila di kemudian hari terbukti bahwa skripsi ini sebagian atau seluruhnya merupakan hasil plagiasi, maka saya rela untuk dibatalkan, dengan segala akibat hukumnya sesuai peraturan yang berlaku pada Universitas Katolik Soegijapranata dan/atau peraturan perundang-undangan yang berlaku.
Semarang, 25 Juli 20018 Fildzah Ardiana N
NIM: 14.J2.0036
A THESIS ON THE YOUTH’S PERCEPTION TOWARDS THE USE OF
SOCIAL MEDIA AS MARKETING TOOL
By:
Fildzah Ardiana
Student Number: 14.J2.0036
Approved by,
Dr. Heny Hartono, SS. M.Pd Major Sponsor,2018 Emilia Ninik Aydawati, SP. M.Hum Co- Major Sponsor ,2018
A thesis defended in front of the Brand of Examiners and is
declared acceptable
BOARD OF EXAMINERS
Chairperson :Dr. Heny Hartono, SS. M.Pd………… Secretary : Emilia Ninik Aydawati, SP. M.Hum ………… Member : Drs. YE. Budiyana, MA ………… Semarang, 16 July 2018 Faculty of Language and Arts Soegijapranata Catholic University Dean, Angelika Riyandari, Ph.D NPP: 058.1.1996.201
ACKNOWLEDGEMENT
First and foremost, the writer would like to thank ALLAH SWT because of His never ending grace, mercy and provision during what ended up being one of toughest times of the writer
’s life. This thesis is presented as a partial requirement to obtain the Bachelor Degree in the English Department.
The writer realizes that this thesis could not have possibly finished without any support from various parties. The writer is very grateful to a number of people who supported the writer to complete the thesis effectively and moreover on time. Some, however, deserve a special mention:
1. Dr.Heny Hartono, SS., M.Pd, as the first supervisor who gave me moral support and guided me patiently in different matters regarding the topic.
2. Emilia Ninik Aydawati, SP. M.Hum, as the second supervisor who has taken the time to corrected this thesis
3. All the lecturers in the Faculty of Language and Arts, Sogijapranata Catholic University for the time, attention, knowledge and experiences.
4. My parents who have been my biggest supporters in every decision I make.
Thank you for all the support and love.
5. My siblings, Fadhillah, Fakhri and Shobri for giving me some motivation and some space for me to finish this thesis.
6. My aunties, Vivi and Ida, who have been there for me and who always believe in my ability to be successful in the academic arena. You both have gone but your belief in me has made this journey possible.
7. My bestfriends, Elizabeth, Sheren, Natasha, Vania, thank you for all the togetherness that we shared.
8. My friend, Dhani Putri, for always supporting and giving motivation to me.
9. All the respondents who had been willing to fill out the questionnaire.
The writer realizes that this thesis is still far away from being “perfect”. So, the writer would like to apologize for the imperfectness. Hopefully this thesis could be beneficial for others.
Semarang, May 2018 Fildzah Ardiana N
THE YOUTH’S PERCEPTION TOWARDS THE USE OF
SOCIAL MEDIA AS A MARKETING TOOL
ABSTRACT
By: Fildzah Ardiana N // 14.J2.0036 Along with the rapidly evolving technological developments nowadays, internet usage is now widely used to market a product. Selling and promoting the product through social media can be the best choice for any business aspect and for the potential customers, since it is time and cost saving. There are some benefits that the buyers and the seller can get with the use of social media as marketing tool. For the seller, marketing the products through social media can increase product sales quickly. People will easily find the information from the internet. For the buyer, they can easily select the products they like without having to deal directly with the seller. This research aimed to know the youth perception towards the use of social media as marketing tool at Masashi online shop. This research used quantitative method by collecting the questionnaire from the respondents who were selected by some criteria. The samples in this research who were 64 respondents who accumulated as a potential customers in Masashi online shop. The respondents are from the Englishprenuership active students in the Faculty of Language and Arts, Soegijapranata Catholic University in Semarang. The result of this research indicates that a Masashi potential customers have positive perception towards the use of social media as marketing tool.
Keywords: Marketing, Online Shopping, Perception.
THE YOUTH’S PERCEPTION TOWARDS THE USE OF
SOCIAL MEDIA AS A MARKETING TOOL
ABSTRAK
By: Fildzah Ardiana N// 14.J2.0036
Seiring dengan perkembangan teknologi yang berkembang pesat saat ini,
penggunaan internet kini banyak digunakan untuk memasarkan suatu produk.
Menjual dan mempromosikan produk melalui media sosial dapat menjadi pilihan
terbaik untuk setiap aspek bisnis dan untuk pelanggan potensial, karena ini adalah
waktu dan penghematan biaya. Ada beberapa manfaat yang dapat diperoleh
pembeli dan penjual dengan penggunaan media sosial sebagai alat pemasaran.
Untuk penjual, memasarkan produk melalui media sosial dapat meningkatkan
penjualan produk dengan cepat. Orang akan dengan mudah menemukan informasi
dari internet. Untuk pembeli, mereka dapat dengan mudah memilih produk yang
mereka sukai tanpa harus berhubungan langsung dengan penjual. Penelitian ini
bertujuan untuk mengetahui persepsi remaja terhadap penggunaan media sosial
sebagai alat pemasaran di Masashi online shop. Penelitian ini menggunakan metode
kuantitatif dengan mengumpulkan kuesioner dari responden yang dipilih oleh
beberapa kriteria. Sampel dalam penelitian ini adalah 100 responden yang
diakumulasikan sebagai pelanggan potensial di toko online Masashi. Responden
berasal dari mahasiswa aktif bahasa Inggris di Fakultas Bahasa dan Seni,
Universitas Katolik Soegijapranata di Semarang. Hasil penelitian ini menunjukkan
bahwa pelanggan potensial Masashi memiliki persepsi positif terhadap penggunaan
media sosial sebagai alat pemasaran.Kata Kunci: Pemasaran, Belanja Online, Persepsi
TABLE OF CONTENTS PAGE OF TITTLE
COVER PAGE....................................................................................................i
PAGE OF APPROVAL.....................................................................................iii
BOARD OF EXAMINERS...............................................................................iv
ACKNOWLEDGEMENT.................................................................................v
ABSTRACT.......................................................................................................vii
ABSTRAK.........................................................................................................viii
TABLE OF CONTENTS..................................................................................ix
TABLE OF FIGURES.......................................................................................xi
LIST OF TABLE...............................................................................................xii
CHAPTER 1 INTRODUCTION......................................................................1
1.1 Background of the Study.............................................................................1
1.2 Field of the Study........................................................................................7
1.3 Scope of the Study.......................................................................................7
1.4 Research Question.......................................................................................7
1.5 Objective of the Study.................................................................................7
1.6 Significance of the Study............................................................................8
1.7 Definition of Terms.....................................................................................8
CHAPTER II REVIEW OF LITERATURE..................................................10
2.1 Perception...................................................................................................11
2.1.1 How Perception Happen.......................................................................12
2.2 Social Media...............................................................................................12
2.3 Marketing Tool..........................................................................................14
2.4 Technology in Marketing...........................................................................15
2.4.1 The Effect of Technology in Marketing...............................................16
2.4.2 The Advantages of Online Marketing.................................................16
2.5 Online Shopping.........................................................................................18
2.5.1 The Advantages of Online Shopping ..................................................20
CHAPTER III RESEARCH METHODOLOGY..........................................21
3.1 Research Methodology..............................................................................21
3.2 Respondent................................................................................................21
3.3 Instrument..................................................................................................22
3.4 Procedure...................................................................................................23
3.5 Data Analysis Technique...........................................................................28
CHAPTER IV FINDINGS AND DISCUSSIONS..........................................29
4.1 Respondent Demography...........................................................................29
4.4.1 Gender..................................................................................................29
4.4.2 Age.......................................................................................................30
4.2 Findings......................................................................................................31
4.3 Overall Discussion......................................................................................46
CHAPTER V CONCLUSION..........................................................................50
5.1 Conclusion..................................................................................................50
5.2 Suggestion..................................................................................................50
REFERENCES..................................................................................................52
TABLE OF FIGURES
Figure 1: Factors that Affecting Perception........................................................12 Figure 2: Social Media Components...................................................................13 Figure 3: Internet User in Indonesia....................................................................19 Figure 4: Conbrach’s Alpha................................................................................24
LIST OF TABLE
Table 1: Validity result........................................................................................24 Table 2: Reliability result....................................................................................25 Table 3: Gender...................................................................................................29 Table 4: Age........................................................................................................30 Table 5: The Result of Statement 1....................................................................31 Table 6: The Result of Statement 2....................................................................33 Table 7: The Result of Statement 3....................................................................34 Table 8: The Result of Statement 4....................................................................36 Table 9: The Result of Statement 5.....................................................................38 Table 10: The Result of Statement 6..................................................................39 Table 11: The Result of Statement 7..................................................................41 Table 12: The Result of Statement 8..................................................................42 Table 13: The Result of Statement 9..................................................................44 Table 14: The Result of Statement 10................................................................45 Table 15: The Result of Descriptive Analaysis.................................................46