Shafri Tomi Nugraha, - (2022) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER ENGAGEMENT PADA INSTAGRAM BRAND HEYMALE. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Customer engagement seakan-akan menjadi fenomena dan sebagai salah satu wujud implementasi branding dan relationship marketing dari setiap brand. Penelitian ini berfokus pada salah satu akun Instagram brand fashion lokal di Indonesia yakni Heymale. Heymale sendiri merupakan salah satu brand yang mampu membentuk customer engagement-nya dengan baik dan layak dijadikan sebagai rolemodel bagi brand-brand lainnya di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang membentuk customer engagement pada akun Instagram brand Heymale. Sebanyak 20 variabel/faktor diperoleh dari penelitian sebelumnya. Adapun data diperoleh dengan menggunakan kuesioner dan jumlah sampel yang diperoleh sebanyak 111 responden. Data kemudian diolah menggunakan metode kuantitatif-deskriptif dengan metode exploratory factor analysis (EFA) menggunakan SPSS 26 For Windows. Didapatkan hasil uji KMO sebesar 0.726 dengan nilai Bartlett's Test sebesar 2578.874 dan angka signifikansi sebesar 0.000, serta nilai angka MSA untuk semua variabel yang menunjukkan >5. Dari hasil ekstraksi data, diperoleh 4 faktor utama yang membentuk customer engagement pada Instagram brand Heymale, yakni content, communication, discussion, dan reward. Customer engagement seems to be a phenomenon and a form of implementation of branding and relationship marketing for each brand. This study focuses on an Instagram account of a local fashion brand in Indonesia, Heymale. Heymale is one of the brands that could establish their customer engagement very well and deserves to be used as a role model for other brands in Indonesia. Therefore, this study aims to determine what factors establish customer engagement on Heymale’s Instagram account. 20 variables/factors were obtained from previous studies. The data was obtained by using a questionnaire and 111 respondents' data of samples were obtained. Then the data was processed using a quantitative-descriptive method with exploratory factor analysis (EFA) method using SPSS 26 For Windows. The results of the KMO test were 0.726 with Bartlett's Test value of 2578,874 and a significant number of 0.000, and the MSA value for all variables indicated>5. The result shows that there are 4 main factors that shape customer engagement on the Heymale Instagram brand, namely content, communication, discussion, and reward.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Customer engagement ; social media ; brand ; exploratory factor analysis ; analisis faktor ; EFA ; Heymale |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Shafri Tomi Nugraha |
| Date Deposited: | 21 Sep 2022 06:36 |
| Last Modified: | 21 Sep 2022 06:36 |
| URI: | http://repository.upi.edu/id/eprint/82009 |
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