PENGARUH USER GENERATED CONTENT INSTASTORY TERHADAP E-RETENTION MELALUI BRAND IMAGE: Survei terhadap Pelanggan Aplikasi JIWA+

Raptanaria Sinurat, - (2024) PENGARUH USER GENERATED CONTENT INSTASTORY TERHADAP E-RETENTION MELALUI BRAND IMAGE: Survei terhadap Pelanggan Aplikasi JIWA+. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh user generated content instastory terhadap e-retention melalui brand image pada pelanggan aplikasi JIWA+. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 210 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menemukan bahwa gambaran user generated content instastory, brand image, dan e-retention berada pada kategori tinggi. User generated content instastory memiliki pengaruh positif dan signifikan terhadap e-retention melalui brand image. Temuan ini menunjukkan bahwa pengaruh tidak langsung user generated content instastory memperoleh besaran pengaruh yang lebih rendah terhadap e-retention, dibandingkan pengaruh langsung. Implikasi penelitian menunjukkan bahwa user generated content instastory akan mempengaruhi persepsi pelanggan tentang merek Kopi Janji Jiwa sehingga merek dengan brand image yang positif akan mampu meningkatkan e-retention. This research aims to obtain an overview and influence of user generated content Instastory on e-retention through brand image among JIWA+ application customers. This research uses descriptive and verification research with a quantitative approach. The method used in this research was simple random sampling with a sample size of 210 respondents. The data was processed statistically using the Structural Equation Modeling (SEM) method. The results of this research found that the image of user generated content instastory, brand image, and e-retention were in the high category. User generated content instastory has a positive and significant influence on e-retention through brand image. This finding shows that the indirect influence of user generated content on Instagram has a lower influence on e-retention, compared to the direct influence. The research implications indicate that user-generated content on Instastory will affect customer perceptions of the Kopi Janji Jiwa brand, leading to the ability of brands with a positive brand image to enhance e-retention.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Dita Amanah: 5976422
Uncontrolled Keywords:	User generated content, brand image, customer e-retention
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Raptanaria Sinurat
Date Deposited:	11 Sep 2024 09:17
Last Modified:	11 Sep 2024 09:17
URI:	http://repository.upi.edu/id/eprint/123983

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