PENGARUH SOCIAL NETWORK MARKETING TERHADAP CUSTOMER ENGAGEMENT ESQA COSMETICS DI INDONESIA

Dine Annisa Kamilia, - (2024) PENGARUH SOCIAL NETWORK MARKETING TERHADAP CUSTOMER ENGAGEMENT ESQA COSMETICS DI INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh social network marketing terhadap customer engagement ESQA Cosmetics di Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 281.000 dengan sampel 120 responden yang merupakan followers Instagram ESQA Cosmetics dengan menggunakan teknik pengambilan sampel yaitu simple random sampling. Data diolah secara statistik dengan menggunakan regresi sederhana dengan bantuan software SPSS 26.0 for Windows. Hasil penelitian diketahui bahwa pengaruh social network marketing dan customer engagement berada pada kategori cukup tinggi, variabel social network marketing dinyatakan memiliki pengaruh terhadap customer engagement, social network marketing memiliki pengaruh positif dan signifikan secara simultan terhadap customer engagement. This research aims to provide an overview and measure the influence of social network marketing on customer engagement with ESQA Cosmetics in Indonesia. The research adopts a descriptive and verificative methodology with a quantitative approach. The population in this study totals 281,000, with a sample size of 120 respondents who are followers of ESQA Cosmetics on Instagram, selected using simple random sampling. The data was statistically processed using simple regression analysis with the help of SPSS 26.0 for Windows. The results show that the influence of social network marketing and customer engagement is in the relatively high category, with social network marketing having a positive and significant simultaneous effect on customer engagement.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Dine+Annisa&authuser=2# ID Sinta Dosen Pembimbing: Agus Rahayu: 5985049 Dita Amanah: 5976422
Uncontrolled Keywords: Social network marketing, Customer engagement, Cosmetics
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Dine Annisa Kamilia
Date Deposited: 27 Sep 2024 10:01
Last Modified: 27 Sep 2024 10:01
URI: http://repository.upi.edu/id/eprint/125761

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