PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CONSUMER BRAND ENGAGEMENT (STUDI PADA AKUN TIKTOK @ALFAMARTKU)

Nina Nuraeni, - (2024) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CONSUMER BRAND ENGAGEMENT (STUDI PADA AKUN TIKTOK @ALFAMARTKU). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing Activities terhadap Consumer Brand Engagement pada TikTok @alfamartku. Data penelitian ini diperoleh dari hasil penyebaran kuisioner dengan sampel populasi 100 responden diolah mengunakan SPSS 29. Temuan dari penelitian ini menunjukan adanya pengaruh yang positif dari variabel Social Media Marketing Activities terhadap Consumer Brand Engagement secara parsial, dengan nilai R – Square sebesar 58,9% menunjukkan bahwa sebagian besar variasi dalam keterlibatan merek konsumen dapat dijelaskan oleh kegiatan pemasaran di media sosial TikTok. Trendiness memiliki pengaruh yang kuat terhadap aktivitas pemasaran media sosial, sedangkan indikator Electronic Word of Mouth (EWOM) memiliki pengaruh yang lebih rendah. Selanjutnya, indikator yang memiliki pengaruh paling kuat pada variabel Consumer Brand ngagement adalah Cognitive Processing, sementara indikator yang memiliki pengaruh paling rendah adalah Affection. Temuan ini menegaskan pentingnya strategi pemasaran yang efektif di media sosial dalam membangun keterlibatan yang kuat antara merek dan konsumen. This study aims to determine the influence of social media marketing activities on Consumer Brand Engagement on TikTok @alfamartku. The data of this study was obtained from the results of the distribution of a questionnaire with a population sample of 100 respondents processed using SPSS 29. The findings of this study show that there is a positive influence of the variable of social media marketing activities on Consumer Brand Engagement partially, with an R-Square value of 58.9% indicating that most of the variation in Consumer Brand Engagement can be explained by marketing activities on TikTok social media. Trendiness has a strong influence on social media marketing activities, while the Electronic Word of Mouth (EWOM) indicator has a lower influence. Furthermore, the indicator that has the strongest influence on the Consumer Brand Engagement variable is Cognitive Processing, while the indicator that has the lowest influence is Affection. These findings underscore the importance of effective marketing strategies on social media in building strong engagement between brands and consumers.

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Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?user=1JDEkiIAAAAJ&hl=id&authuser=2 ID SINTA Dosen Pembimbing Adam Hermawan: 6681172 Btari Mariska Purwaamijaya: 6681170
Uncontrolled Keywords:	Social Media Marketing Activities, Consumer Brand Engagement, TikTok, Alfamart.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Nina Nuraeni
Date Deposited:	03 Oct 2024 07:24
Last Modified:	03 Oct 2024 07:24
URI:	http://repository.upi.edu/id/eprint/126208

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