EVALUASI PENGGUNAAN TEKNOLOGI MEDIA SOSIAL DALAM MEMPERLUAS BISNIS PEMASARAN ONLINE
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Aug 8, 2017
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Abstract
This research aimed to evaluate the use of information technology governance in expanding online marketing businesses. Cosmetics were researched products. AI (Acquire and Implement) and ME (Monitor and Evaluate) under COBIT 4.1 Framework were concerned. Respondents working in 35 companies and using social media technology for online marketing businesses were surveyed. This research also aimed to find out the gap values of the use of social media technology of online marketing businesses based on AI and ME Domains. Implications on managerial aspects and information technology governance show that there are relationships among information technology processes of AI, ME, and others. Research results show that the highest gap values (0.544 and 0.465) are at AI4 and ME4 Processes. These values are also at the lowest maturity levels (2.456 and 2.535). Moreover, AI4 is related to input control objectives (PO10, AI1, AI2, AI3, AI7, and DS7) and output control objectives (AI7, DS4, DS8, DS9, DS11, DS13, and DS7). On the other hand, ME4 is related to input control objectives (PO4, PO5, PO9, ME2, and ME3) and output control objectives (PO4, PO1, ME1, PO5, PO1, and PO9).
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[1]
S. Kosasi, “EVALUASI PENGGUNAAN TEKNOLOGI MEDIA SOSIAL DALAM MEMPERLUAS BISNIS PEMASARAN ONLINE”, CCIT (Creative Communication and Innovative Technology) Journal, vol. 10, no. 2, pp. 174-185, Aug. 2017.
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References
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[3] Holland, Christopher P., 2015, Internet and Social Media Strategy in Sports Marketing, European Conference on Information Systems (ECIS), Münster, Germany, hal 1-16.
[4] Puskakom, 2015, Profil Pengguna Internet Indonesia 2014, Edisi Pertama, Penerbit Asosiasi Penyelenggara Jasa Internet Indonesia.
[5] Hasil Survei 2016, Penetrasi & Perilaku Pengguna Internet Indonesia, Polling Indonesia dan Asosiasi Penyelenggara Jasa Internet Indonesia.
[6] Kaplan, A. M., & Haenlein, M., 2010, Users Of The World, Unite! The Challenges And Opportunities Of Social Media, Business Horizons, Vol. 53, No. 1, hal 59-68.
[7] Neti, S., 2011, Social Media And Its Role In Marketing, International Journal Of Enterprise Computing And Business Systems, Vol. 1, No. 2, hal 1-15.
[8] Andzulis, J. M., Panagopoulos, N. G., & Rapp, A., 2012, A Review Of Social Media And Implications For The Sales Process, Journal Of Personal Selling & Sales Management, Vol. 32, No. 3, hal 305-316.
[9] Guesalaga, R., 2016, The Use Of Social Media In Sales: Individual And Organizational Antecedents, And The Role Of Customer Engagement In Social Media, Industrial Marketing Management, Vol. 54, hal 71-79.
[10] Mardi, M., Arief, M., Furinto, A., & Kumaradjaja, R., 2016, Sustaining Organizational Performance Through Organizational Ambidexterity by Adapting Social Technology. Journal of the Knowledge Economy, hal 1-18.
[11] Holliman, G., & Rowley, J., 2014, Business to Business Digital Content Marketing: Marketers’ Perceptions of Best Practice, Journal of research in interactive marketing, Vol. 8, No. 4, hal 269-293.
[12] Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D., 2012, Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy, Business Horizons, Elsevier, Vol. 55, pp. 261-271.
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[14] Bughin, J., & Chui, M., 2013, Evolution Of The Networked Enterprise: McKinsey Global Survey Results, McKinsey Quarterly, hal 1-10.
[15] Kaplan, A. M., & Haenlein, M., 2010, Users of the World, Unite! The Challenges Andopportunities of Social Media, Business Horizons, Vol. 53, No. 1, hal 59–68.
[16] Colliander, J., & Dahlén, M., 2011, Following the Fashionable Friend: The power of Social Media, Journal of Advertising Research, Vol. 51, No. 1, hal 313–320.
[17] Tang, Q., Gu, B., & Whinston, A. B., 2012, Content Contribution for Revenue Sharing and Reputation in Social Media: A Dynamic Structural Model, Journal of Management Information Systems, Vol. 29, No. 2, hal 41–76.
[18] Hanna, R., Rohm, A., & Crittenden, V. L., 2011, We’re All Connected: The Power of the Social Media Ecosystem, Business Horizons, Vol. 54, No. 3, hal 265–273.
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[20] Mangold, W. G., & Faulds, D. J., 2009, Social media: The New Hybrid Element of the Promotion Mix, Business Horizons, Vol. 52, No. 4, hal 357–365.
[21] Porter, C. E., & Donthu, N., 2008, Cultivating Trust and Harvesting Value in Virtual Communities, Management Science, Vol. 54, No. 1, hal 113–128.
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[23] Peppler, K. A., & Solomou, M., 2011, Building creativity: Collaborative learning andcreativity in social media environments. On the Horizon, 19(1), hal 13–23.
[24] Selig. G. J., 2015, Implementing Effective IT Governance and IT Management: A Practical Guide to World Class Current and Emerging Best Practices, Second Edition, Van Haren Publishing.
[25] Haes, D. S., & Grembergen, W. V., 2015, Enterprise Governance of Information Technology: Achieving Alignment and Value, Featuring COBIT 5, Second Edition, © Springer International Publishing Switzerland.
[26] Xu, Hongjiang., 2016, Benefits And Concerns Of Using Social Media-Users’ Perspective, Proceedings of the Eleventh Midwest Association for Information Systems Conference, Milwaukee, Wisconsin, hal 1-5.
[27] Raisinghani, M., 2012, Social Media And E-commerce: A Strategic Perspective, Proceedings of the Eighteenth Americas Conference on Information Systems, Seattle, Washington, hal 1-16.
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[29] Kosasi, S., & Vedyanto, 2015, The Maturity Level of Information Technology Governance of Online Cosmetics Business, 3rd International Conference on New Media, IEEE, DOI: 10.1109/CONMEDIA.2015.7449140, hal 1-6.
[30] Kosasi, S., Yuliani, IDA Eka., Vedyanto., 2015, Evaluation of Maturity Level of E-Procurement Application Systems, Electrical Engineering Computer Science and Informatics (EECSI) Conference, hal 167-172.
[31] Brand, K., & Bonnen, H., 2007, IT Governance Based on CoBiT 4.1–A Management Guide, Amersfoort NL.
[32] IT Governance Institute, 2007, COBIT 4.1: Framework, Objective Controls, Management Guidelines, Maturity Models, ISACA, ITGI.