Karina, Claudia Maria and Simorangkir, Deborah Nauli (2016) Correlation Between Gratification And Intensity Of Zomato Usage In Jakarta. Bachelor thesis, Swiss German University.

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Abstract

Online social network has become a great source of information for its audiences. People nowadays usually find any information through online review sites that proven has an impact towards consumers purchase decisions process. The presence of Zomato has provided an easier way for many people to make a quick search for any information about food and restaurants. According to Uses and Gratification theory, audience is active and its media use is goal oriented. By this theory, humanbeings as part of active audiences choose certain media to get information based on their needs to achieve gratification. The more satisfied they are, the more intense they use the media. This research aims to find out whether there is a correlation between gratifications obtained of Zomato users and intensity of Zomato usage. Quantitive datas are collected by distributing online questionnaires to 178 respondents. Most results show strong correlation between gratification and intensity of Zomato usage. The highest gratification obtained is cognitive needs. The study also indicates an impact from gratification towards intensity, as 77.7% of the Intensity variant is influenced by gratification. In conclusion, among five needs of gratification, social integrative needs have the strongest correlation with the intensity of Zomato usage.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Zomato; Correlation; Gratification; Usage; Intensity
Subjects:	H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media T Technology > TX Home economics > TX946.5 Food service
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	27 Oct 2020 06:59
Last Modified:	27 Oct 2020 06:59
URI:	http://repository.sgu.ac.id/id/eprint/924

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