PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT (Studi pada Pelanggan E-Health di Indonesia

Angga Ghofiru Maghfur, - (2022) PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT (Studi pada Pelanggan E-Health di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Social Media Marketing terhadap Customer Engagament. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel endogen dalam penelitian ini adalah customer engagement (Y), dan social media marketing (X) sebagai variabel eksogen. Populasi dalam penelitian ini adalah pengikut (followers) akun Instagram Alodokter, Halodoc, Klikdokter dan Sehatq. Pengambilan sampel dalam penelitian ini menggunakan metode simple random sampling (pengambilan sampel secara acak) dengan menggunakan teknik probability sampling terhadap 200 responden. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran social media marketing terhadap customer engagement berada pada kategori baik. Social media marketing memiliki pengaruh yang positif dan signifikan terhadap customer engagement. Customer engagement dari konsumen e-health platform Indonesia berada pada kategori cukup tinggi dengan persentase ketercapaian 66,71%. Social Media Marketing dalam penciptaan Customer Engagement pada e-health platform Indonesia dengan persentase ketercapaian 67,13% yang berada pada kategori cukup baik. Berdasarkan hasil survei tersebut, penulis merekomendasikan beberapa hal mengenai dampak social media marketing terhadap customer engagement. Variabel customer engagement dengan dimensi terendah antusiasme dan variabel social media marketing dimensi terendah aksesibilitas. Penulis merekomendasikan perusahaan platform e-health Alodokter, Halodoc, Klikdokter, dan Sehatq agar memperlakukan pelanggan dengan tepat, memberikan penyelesaian masalah dengan baik dan mengikuti saran dari pelanggan serta perbarui konten yang menarik dan terbitkan artikel yang membantu pelanggan agar tertarik untuk membaca, menyukai, dan mengunduh artikel yang tersedia. Kata kunci: Social Media Marketing, Customer Engagement, E-Health Angga Ghofiru Maghfur (1702158), The Effect Social Media Marketing on Customer Engagement (Study on Indonesian E-Health Customers) Under the guidance of Prof. Dr. Agus Rahayu, M.P. and Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M. This study aims to determine the effect of social media marketing on customer engagement. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The endogenous variables in this study are customer engagement (Y), and social media marketing (X) as exogenous variables. The population in this study were followers of Alodokter, Halodoc, Klikdokter and Sehatq Instagram accounts. Sampling in this study used a simple random sampling method (random sampling) using a probability sampling technique of 200 respondents. The analysis technique used is Structural Equation Modeling (SEM) analysis with IBM SPSS AMOS for Windows program tools. The findings of this study indicate that the description of social media marketing on customer engagement is in the good category. Social media marketing has a positive and significant influence on customer engagement. Customer engagement from Indonesian e-health platform consumers is in a fairly high category with an achievement percentage of 66.71%. Social Media Marketing in creating Customer Engagement on the Indonesian e-health platform with an achievement percentage of 67.13% which is in the fairly good category. Based on the survey results, the authors recommend several things regarding the impact of social media marketing on customer engagement. The customer engagement variable with the lowest dimension of enthusiasm and the lowest social media marketing dimension variable is accessibility. The author recommends e-health platform companies Alodokter, Halodoc, Klikdokter, and Sehatq to treat customers appropriately, provide good problem solving and follow customer suggestions as well as update interesting content and publish articles that help customers to be interested in reading, liking, and download available articles. Keywords: Social Media Marketing, Customer Engagement, E-Health

Item Type: Thesis (S1)
Uncontrolled Keywords: Social Media Marketing, Customer Engagement, E-Health
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Angga Ghofiru Maghfur
Date Deposited: 19 May 2022 01:33
Last Modified: 19 May 2022 01:33
URI: http://repository.upi.edu/id/eprint/72326

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