Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet

Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet

Social media has been accepted as a new marketing medium for survival of various industries in Malaysia, especially in budget accommodation. However, its adoption among small and medium enterprises in the tourism industry is still at the initial stage. Previous studies showed that organization’s int...

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Main Author: Noraihan, Mohamad
Format: Thesis
Language:eng
eng
Published: 2014
Subjects:
G154.9-155.8 Travel and state
Tourism
T Technology (General)
Online Access:https://etd.uum.edu.my/4453/1/s812303.pdf
https://etd.uum.edu.my/4453/2/s812303_abstract.pdf
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id my-uum-etd.4453
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Ishak, Mohd Sobhi
topic G154.9-155.8 Travel and state
Tourism
T Technology (General)
spellingShingle G154.9-155.8 Travel and state
Tourism
T Technology (General)
Noraihan, Mohamad
Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
description Social media has been accepted as a new marketing medium for survival of various industries in Malaysia, especially in budget accommodation. However, its adoption among small and medium enterprises in the tourism industry is still at the initial stage. Previous studies showed that organization’s internal and external factors determine the success of budget accommodation marketing, yet technological factor was less emphasized. Accordingly, this study was conducted to identify the influence of the organization’s internal and external factors, and the technological factor on the adoption of social media in the budget accommodation marketing. The theoretical framework of this study was developed by combining the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The method used in this study was cross-sectional survey involving budget accommodation operators in Kedah, Perlis and Penang. A total of 112 respondents answered the questionnaires and the data were analyzed by using multivariate techniques of Structural Equation Modeling. Path Analysis showed that a large variance in the adoption of social media in the budget accommodation marketing was contributed by the organization’s internal factor, external factor and technological factor by 71.6 percent. The findings also revealed that organization’s external factor and technological factor have significant direct influences towards the social media adoption. Technological factor was also found to be significantly mediating the relationship between organization factors and social media adoption. This study contributes to the application of TAM and IDT in the context of adoption of social media for budget accommodation marketing, as well as a guide to the operators as a new marketing strategy in the current tourism sector.
format Thesis
qualification_name masters
qualification_level Master's degree
author Noraihan, Mohamad
author_facet Noraihan, Mohamad
author_sort Noraihan, Mohamad
title Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
title_short Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
title_full Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
title_fullStr Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
title_full_unstemmed Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
title_sort pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2014
url https://etd.uum.edu.my/4453/1/s812303.pdf
https://etd.uum.edu.my/4453/2/s812303_abstract.pdf
_version_ 1747827739392475136
spelling my-uum-etd.44532022-10-11T02:57:39Z Pengaruh faktor teknologi terhadap hubungan antara faktor organisasi dengan penerimaan media sosial dalam pemasaran penginapan bajet 2014 Noraihan, Mohamad Ishak, Mohd Sobhi Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences G154.9-155.8 Travel and state. Tourism T Technology (General) Social media has been accepted as a new marketing medium for survival of various industries in Malaysia, especially in budget accommodation. However, its adoption among small and medium enterprises in the tourism industry is still at the initial stage. Previous studies showed that organization’s internal and external factors determine the success of budget accommodation marketing, yet technological factor was less emphasized. Accordingly, this study was conducted to identify the influence of the organization’s internal and external factors, and the technological factor on the adoption of social media in the budget accommodation marketing. The theoretical framework of this study was developed by combining the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The method used in this study was cross-sectional survey involving budget accommodation operators in Kedah, Perlis and Penang. A total of 112 respondents answered the questionnaires and the data were analyzed by using multivariate techniques of Structural Equation Modeling. Path Analysis showed that a large variance in the adoption of social media in the budget accommodation marketing was contributed by the organization’s internal factor, external factor and technological factor by 71.6 percent. The findings also revealed that organization’s external factor and technological factor have significant direct influences towards the social media adoption. Technological factor was also found to be significantly mediating the relationship between organization factors and social media adoption. This study contributes to the application of TAM and IDT in the context of adoption of social media for budget accommodation marketing, as well as a guide to the operators as a new marketing strategy in the current tourism sector. 2014 Thesis https://etd.uum.edu.my/4453/ https://etd.uum.edu.my/4453/1/s812303.pdf text eng public https://etd.uum.edu.my/4453/2/s812303_abstract.pdf text eng public masters masters Universiti Utara Malaysia Abdul Rashid, A. R. (2014, Mac 14). Koperasi disaran wujudkan laman web perniagaan. Utusan Malaysia, pp. 19. Advertise on Facebook. (2012). Dapatan kembali pada Disember 9, 2012, daripada http://www.facebook.com/advertising? campaign. Agensi. (2012, Oktober 6). 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