Customer Response Index Analysis and Effectiveness of Social Media Marketing (A Case Study on Buying Behaviour at "Shopee" in Kediri, East Java, Indonesia)

<font style="vertical-align: inherit;"><font style="vertical-ali, <font style="vertical-align: inherit;"><font style="vertical-ali and <font style="vertical-align: inherit;"><font style="vertical-ali, <font style="vertical-align: inherit;"><font style="vertical-ali (2016) Customer Response Index Analysis and Effectiveness of Social Media Marketing (A Case Study on Buying Behaviour at "Shopee" in Kediri, East Java, Indonesia). In: UG Economic Faculty-International Conference, 2016, Jakarta.

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Abstract

The emergence of social media is a new marketing media that can be used lo build interaction with consumers, so it ca11ed as social media marketing. A shift in online behavior that occurs in the middle of the Indonesian society today, used by one of the online shopping site or E-Commerce named Shopee for promotion through social media. Shopee is a marketplace that is currently a trend in Indonesia, many people who take advantage of promotional opportunities through social media. It is including Shopee which present to enliven the mobile segment of marketplace through mobile applications lo facilitate the sale and purchase transactions via mobile devices. Kediri is one of the small city in East Java. Kediri city does not have many shopping centers. for this reason many people in Kediri prefer making purchases online because there are more choice of products depend on what they need and one of the on line shopping application they used is Shopee. The objective of this study is to analyze the effectivity of Social Media Marketing into Customers' Willingness to buy Shopee using Customer Response Index (Study on Shopee Users in Kediri, East Java, Indonesia). The population in this research is Kediri society with criteria: female and aged between 20-34 years old. From the Iota/ population (33.882 people), sample determined JOO people with standard error 10% This study used descriptive data analysis and cross tabulation (crosstabs). Data obtained from the questionnaires are translated descriptively using models and analysis tools according to indicators of the effectiveness of advertising messages, ie awareness, comprehend, interests, intentions, and actions in the Customer Response Index (CRI). Based on the results of the overall stage CRI responses obtained from this research, we can see that the responses were quite high in the overall CRI response phase, starting from awareness (87%), comprehend (96,9%), interest (71,2%), intentions (68,1%), and action (87,2%). Effectiveness of the pe,fonnance provided by Shopee has exceeded the average value (50%) of consumer expectations. CRI results at each stage of response in this study, showed that all stages of the response value is nearly 100% It can be concluded that the social media marketing has positive effect, which is to get consumers willingness and interested in making a purchase.

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