dc.contributor.advisor | Aminah, Mimin | |
dc.contributor.author | Madinta, Mashliha Ulya El | |
dc.date.accessioned | 2022-08-26T00:25:22Z | |
dc.date.available | 2022-08-26T00:25:22Z | |
dc.date.issued | 2022 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/114090 | |
dc.description.abstract | Pemanfaatan media sosial sebagai salah satu media komunikasi dan berbagi
informasi merupakan strategi pemasaran yang sedang banyak digunakan di mana
dianggap mampu membangun keterlibatan dengan konsumen melalui konten
menarik yang diunggah. Tujuan penelitian ini adalah untuk menganalisis
pengaruh Social Media Marketing dan empat indikatornya yaitu Context,
Communications, Collaboration, dan Connection terhadap Customer Engagement,
serta mengidentifikasi indikator yang paling berpengaruh terhadap Customer
Engagement pada akun Instagram Magang Update. Penelitian menggunakan
sampel yaitu pengikut akun Instagram Magang Update yang di mana
pengumpulan data menggunakan kuesioner yang diberikan kepada 100 responden.
Data yang dikumpulkan kemudian dianalisis menggunakan metode analisis
deskriptif dan Structural Equation Modelling-Partial Least Square (SEM-PLS).
Hasil dari penelitian menunjukkan bahwa Social Media Marketing secara
langsung berpengaruh positif dan signifikan terhadap Customer Engagement,
sedangkan keempat indikator lain yaitu Context, Communications, Collaboration,
dan Connection secara tidak langsung berpegaruh positif dan signifikan terhadap
Customer Engagement, dan Connection adalah indikator yang paling
mempengaruhi Customer Engagement pada akun Instagram Magang Update. | id |
dc.description.abstract | The use of social media as a medium of communication and information
sharing is a marketing strategy that is being widely used wich is considered
capable of building engagement with consumers through interesting published
content. The research objective is to analyze the effect of Social Media Marketing
and its indicators that is Context, Communications, Collaboration, and Connection
on Customer Engagement, also which indicators have the most influence on
Customer Engagement on Magang Update Instagram account. Data collection is
performed by distributing the questionnaire to 100 followers of Magang Update
on Instagram. The data analysis uses descriptive analysis and Structural Equation
Modeling by Partial Least Square (SEM PLS) method. The results of the study
indicate that Social Media Marketing has a positive and significant direct effect on
Customer Engagement, while the other four indicators there are Context,
Communications, Collaboration, and Connection have a positive and significant
indirect effect on Customer Engagement, and Connection is the most influential
indicator on Customer Engagement on Magang Update Instagram account. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Pengaruh Social Media Marketing dan Indikatornya Terhadap Customer Engagement Pada Magang Update (Studi pada pengikut akun Instagram @magangupdate di Jabodetabek) | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | customer engagement | id |
dc.subject.keyword | Instagram | id |
dc.subject.keyword | social media marketing | id |