ZAM ARZAQI, 041411233082 (2019) PENGARUH KETERIKATAN IKLAN DI MEDIA SOSIAL DENGAN PENGALAMAN BERINTERNET DAN PENGALAMAN BERMEDIA SOSIAL SEBAGAI MODERASI TERHADAP NIAT UNTUK BERBAGI DAN EVALUASI IKLAN DI BERBAGAI PLATFORM MEDIA SOSIAL. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The use of the internet in Indonesia which is dominated by social media activities makes consumers have various types of social media. The most frequently used social media in Indonesia are Facebook, Instagram, Youtube, Twitter, and LINE. Every social media has a unique ways to interact and how an advertisement appears, so that social media users have different experiences on social media and advertisements embedded in social media platform. This experience makes consumers engage to advertisements embedded in social media platform. This makes the effectiveness of social media advertising diverse. This study examines the differences between social media advertising engagement on various social media, and the effect of social media advertising engagement toward social media advertisisng evaluation and the intention to share moderated by internet experience and social media experience on various social media platforms. The method used in this research is a quantitative approach using non probability sampling techniques, namely purposive sampling. The distribution of the questionnaire was done online. The data analysis of this study used the SmartPLS3 and SPSS applications, with 204 respondents as FEB S1 students from Airlangga University. Based on the results of the research conducted, it can be concluded that the overall variables have significant influence. However, there is a hypothesis that has no influence, namely internet experience and social media experience that does not moderate social media advertising engagement to the intention to share.

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