THE ENGLISH DEPARTMENT STUDENTS’ PERCEPTION ON THE USE OF SOCIAL MEDIA AS A MARKETING TOOL

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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

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LAMPIRAN KEPUTUSAN REKTOR UNIVERSITAS KATOLIK SOEGIJAPRANATA

Nomor : 0047/SK.Rek/X/2013

Tanggal : 7 Oktober 2013

Tentang : PERNYATAAN KEASLIAN SKRIPSI/TUGAS AKHIR DAN THESIS

__________________________________________________________________

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

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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

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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,

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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

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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

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THE YOUTH’S PERCEPTION TOW

ARDS 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.

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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.

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TABLE OF FIGURES

Figure 1: Factors that Affecting Perception...12

Figure 2: Social Media Components...13

Figure 3: Internet User in Indonesia...19

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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

THE ENGLISH DEPARTMENT STUDENTS’ PERCEPTION ON THE USE OF SOCIAL MEDIA AS A MARKETING TOOL