Taskia Ayu Alifah, - (2023) PENGARUH ELEMENTS INTERFACE DESIGN OF MOBILE APP DAN ONLINE BRAND EXPERIENCE TERHADAP ONLINE CUSTOMER ENGAGEMENT : Studi pada Pengguna Aplikasi Zalora di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari elements interface design of mobile app dan online brand experience terhadap online customer engagement pada pengguna aplikasi Zalora Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 400 responden yang merupakan pengguna aplikasi Zalora di Indonesia yang termasuk followers akun Instagram resmi Zalora Indonesia. Data diolah secara statistik dengan metode regresi linier berganda. Hasil temuan pada penelitian ini menemukan bahwa gambaran elements interface design of mobile app, online brand experience dan online customer engagement berada di kategori cukup baik. Elements interface design of mobile app dan online brand experience mempengaruhi online customer engagement secara simultan dan parsial. Hasil penelitian ini menujukan bahwa penerapan elements interface design of mobile app dan online brand experience yang dilakukan aplikasi Zalora di Indonesia mampu menciptakan online customer engagement pada pengguna aplikasi Zalora di Indonesia. Kata Kunci: Elements Interface Design of Mobile App, Online Brand Experience, Online Customer Engagement This study aims to obtain an overview and influence of the interface design elements of a mobile app and online brand experience on online customer engagement on users of Indonesian Zalora applications. This study uses descriptive and verification methods with a quantitative approach. The sample of this study amounted to 400 respondents who are Zalora application users in Indonesia, including followers of the official Instagram accounts of Zalora Indonesia. The data is processed statistically with the multiple linear analysis regression. The findings in this study found that the description of the interface design elements of the mobile app, online brand experience and online customer engagement were in the fairly good category. Elements of interface design of mobile app and online brand experience affect online customer engagement simultaneously and partially. The results of this study indicate that the application of interface design elements of mobile app and online brand experience by Zalora applications in Indonesia is able to create online customer engagement for Zalora application users in Indonesia. Keywords: Elements Interface Design of Mobile App, Online Brand Experience, Online Customer Engagement
| Item Type: | Thesis (S1) |
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| Additional Information: | RATIH HURRIYATI : 5984336 LISNAWATI : 5986471 |
| Uncontrolled Keywords: | Elements Interface Design of Mobile App, Online Brand Experience, Online Customer Engagement |
| 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: | Taskia Ayu Alifah |
| Date Deposited: | 06 Mar 2023 05:59 |
| Last Modified: | 06 Mar 2023 05:59 |
| URI: | http://repository.upi.edu/id/eprint/88642 |
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