The Analysis of Communication between Friends on Social Media towards Purchase Intension (A Study Case of Companies in Entrepreneurship Project of President University, Bekasi, Indonesia)

Abstract

Abstract Communication via social media to be one of the trend in recent years, especially among college students (Brown, 2007). This study wants to analyze the role of social media, particularly Twitter in communication among friends of the intention to buy the products offered by students companies who are working on projects Entrepreneurship at the President University. The communication have two ways; directly through communication with peers moderated by need for uniqueness and indirectly by reinforcing product involvement. This research is quantitative descriptive, with total 140 respondents researchers did some test, questionnaire analysis and data analysis. Researchers found out several results. Pretest on validity and reliability analysis has been done using SPSS 18 software. The results indicates supported by the data. Descriptive analysis also has been done by calculating the results from obtained questionnaires, using Likert method in interpreting the scale of value. After that, researchers did Structural Equation Modeling (SEM) and Confirmatory Factor Analysis. SEM used when in research model there are numbers of variable with numbers of relationship, and CFA use to find whether the research model valid and reliable. The Conclusion of the study, from 8 hypotheses being tested, there are 2 hypotesis negative ties and 6 hypothesis positive relationship.