Research Article
The Effects Of Reference Groups, Motivation, And Learning On The Used Of Whatsapp
@INPROCEEDINGS{10.4108/eai.20-1-2018.2282079, author={Diah Isnaini Asiati and M. Trisujiyanto and Titi Rapini}, title={The Effects Of Reference Groups, Motivation, And Learning On The Used Of Whatsapp}, proceedings={Proceedings of the 1st Workshop on Multidisciplinary and Its Applications Part 1, WMA-01 2018, 19-20 January 2018, Aceh, Indonesia}, publisher={EAI}, proceedings_a={WMA-1}, year={2019}, month={9}, keywords={reference group factors motivation factors learning factors using wa}, doi={10.4108/eai.20-1-2018.2282079} }- Diah Isnaini Asiati
M. Trisujiyanto
Titi Rapini
Year: 2019
The Effects Of Reference Groups, Motivation, And Learning On The Used Of Whatsapp
WMA-1
EAI
DOI: 10.4108/eai.20-1-2018.2282079
Abstract
The development of technology gave rise to many social media whose utilization was welcomed quickly by the market. One of the most famous social media is using Whatsapp (WA). This study aimed to determine the influence of reference, motivation, and learning groupson the used of WA. The design was developed associative design. The population of this research was all the head of family (KK) of Seberang Ulu II Plaju Palembang. The number of samples was determined by 171 KK selected by cluster sampling. The required data was primary data with questionnaire data collection method. Further data was analyzed using multiple linear regression. The results of the study indicated that (1) consumer reference groups provided strong pressure in terms of WA usage, (2) motivated consumers to communicate, seek information, and seek entertainment through the used of WA, (3) WA was considered to provide easy, simple, fast, and practical so that consumers will learn to use it.