PENGARUH DIGITAL STORYTELLING TERHADAP DIGITAL CUSTOMER ENGAGEMENT: Survei terhadap TikTok Kikiripik Mahren

    Ayuni Nur Fitri, - (2024) PENGARUH DIGITAL STORYTELLING TERHADAP DIGITAL CUSTOMER ENGAGEMENT: Survei terhadap TikTok Kikiripik Mahren. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh digital storytelling terhadap digital customer engagement pada followers TikTok Kikiripik Mahren. 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 100 responden. Data diolah secara statistik menggunakan metode analisis Regresi Linear Sederhana dengan menggunakan program SPSS for Windows. Hasil penelitian ini menemukan bahwa gambaran digital storytelling dan customer digital engagement berada pada kategori tinggi. Digital storytelling memiliki pengaruh positif dan signifikan terhadap customer digital engagement. Implikasi penelitian menunjukkan bahwa digital storytelling akan mempengaruhi engagement secara digital pada TikTok Kikiripik Mahren.
    This research aims to obtain an overview and influence of digital storytelling on digital customer engagement among Kikiripik Mahren's TikTok followers. 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 100 respondents. The data was processed statistically using the Simple Regression method) using the SPSS for Windows program. The results of this research found that digital storytelling and customer digital engagement were in the high category. Digital storytelling has a positive and significant influence on customer digital engagement. The implications of the research show that digital storytelling will influence digital engagement on Kikiripik Mahren's TikTok.

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    Official URL: https://repository.upi.edu/
    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 Lisnawati: 5986471
    Uncontrolled Keywords: Digital storytelling, digital marketing, customer digital engagement Digital storytelling, digital marketing, customer digital engagement
    Subjects: H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Ayuni Nur Fitri
    Date Deposited: 16 Oct 2024 04:17
    Last Modified: 16 Oct 2024 04:17
    URI: http://repository.upi.edu/id/eprint/127256

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