PENGARUH SOCIAL MEDIA MARKETING FACEBOOK TERHADAP BRAND ENGAGEMENT (survey pada anggota fanpage facebok LUX)

Albanna, Fachri Hanif (2014) PENGARUH SOCIAL MEDIA MARKETING FACEBOOK TERHADAP BRAND ENGAGEMENT (survey pada anggota fanpage facebok LUX). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Meningkatnya market size pada Industri toiletries khususnya sabun cair lux menunjukan bahwa industri ini akan semakin berkembang dengan dinamis dalam beberapa tahun kedepan dan memberikan peluang yang cukup menjanjikan. Adanya persaing yang ketat mengakibatkan konsumen dihadapkan pada beberapa jenis sabun dengan berbagai variasi merek, kemasan, harga serta kualitas. Hal ini berdampak pada penurunan Brand Engagement pada sabun Lux sehingga diperlukan beberapa upaya demi meningkatkan keterikatan merek dengan menggunakan social media marketing dalam mengkomunikasikan produknya pada konsumen..1) Penelitian ini bertujuan untuk Untuk memperoleh gambaran social media marketing yang dilakukan sabun Lux pada anggota fanpage facebook. 2) Untuk memperoleh Gambaran Brand engagement terhadap produk sabun cair pada anggota fanpage facebook .3) Untuk memperoleh seberapa besar Pengaruh social media marketing terhadap Brand engagement sabun Lux pada anggota fanpage facebook. Objek penelitian ini adalah pengguna sabun di fanpage facebook Lux. Variabel bebas dalam penelitian ini adalah kinerja Social media marketing terhadap brand engagement sebagai variabel tidak bebas. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 120 responden. Hasil yang diperoleh dalam penelitian menyatakan bahwa kinerja produk sabun cair lux dengan pengaruh tinggi sehingga Social media marketing memiliki pengaruh yang positif terhadap brand engagement. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa Berdasarkan hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui regresi sederhana lebih besar dibandingkan dengan yang terdapat pada tabel. Artinya secara keseluruhan dan individu terdapat pengaruh yang signifikan dari Social media marketing terhadap brand engagement sabun cair lux. Dalam penelitian ini terdapat temuan bahwa 1)dimensi social media marketing yaitu read, create,share dan discussion dilaksanakan dengan baik 2)dimensi brand engagement baik 3)Social media marketing berpengaruh tinggi terhadap brand engagement sabun cair lux. Kata kunci: brand engagement, social media marketing Increasing market size in toiletries industry particularly on liquid soap lux showed that these industries will be more developed into a dynamic in the next few years and provide opportunities which is quite promising.The presence of strict persaing has caused consumers faced with some kind of soap with wide variations brands, a pack price and quality.It will impact on the decline in soap brand engagement lux so required some effort to boost entanglement brand by the use of social media marketing in communicating their products to consumers, 1) research is aimed to for obtaining a sense of social media marketing done soap lux on the members fanpage facebook. 2) to acquire a sense of liquid soap brand engagement on the members fanpage facebook. 3) to acquire how big the influence of social media soap brand marketing against engagement lux on the members fanpage facebook. The object of this research is the user's facebook fanpage soap Lux. free Variables in this study was the performance of Social media marketing to brand engagement as a free variable. This type of research is descriptive, verifikatif, and the method used was explanatory survey with simple random sampling techniques, with a total sample of 120 respondents. Data analysis technique used is a simple regression with SPSS computer software tools 21.0. The results obtained in the study stated that the performance of the product liquid soap lux with high influence that Social media marketing has a positive influence on brand engagement. From the results of research on hypothesis testing can be advised that based on the overall value of the research results obtained by calculation of simple regression. It means the overall and the individual there is a significant influence of Social media marketing to brand engagement liquid soap lux. In this study there were findings that 1) The dimensions of social media marketing that is read, create, share and discussion should be implemented by good 2) dimensions brand engagement good 3) social media marketing influential high against the brand engagement liquid soap lux. Keyword: brand engagement, social media mark

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No.Panggil: S MBS ALB p-2014
Uncontrolled Keywords: brand engagement, social media marketing
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: DAM STAF Editor
Date Deposited: 23 Jan 2015 02:32
Last Modified: 23 Jan 2015 02:32
URI: http://repository.upi.edu/id/eprint/12621

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