ABSTRACT
Twitter have rapidly become a significant means by which people communicate with the world and each other in near realtime. The potential value of Twitter as a marketing tool is increasingly being recognized. Twitter has also been described as dramatically amplifying the effects of word-of-mouth feedback among consumers. One interesting emergent behavior in Twitter is the practice of retweeting. Retweeting is the essential process that makes word often travel fast and so far on Twitter and it is Twitter's form of world of mouth marketing. Retweeting has become a convention inside Twitter world and users retweet for diverse reasons. This research looks to get a better understanding of what makes Twitter users spread information through the use of retweeting. An online survey using sample of 118 Indonesian Twitter users was conducted. A factor analysis of this data identified seven motives: Self Enhancement, Social Interaction, Entertainment, Economic Incentive/Remuneration, Provide Information, Personal Benefits, and Appreciation. Regression used to analyze the result between motives factor and the actual retweet activity. Self Enhancement, Social Interaction, Personal Benefits, Entertainment, Appreciation were perceived as motivating factors. Specifically, Self Enhancement was found to have the most significant influence on retweeting behavior. Surprisingly, provide information motive was of little important as motivator. Whereas, economic motive had no effect on the retweet behavior.

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