UNSPECIFIED (2021) PENGARUH CUSTOMER ENGAGEMENT PADA MEDIA SOSIAL TWITTER TERHADAP TINGKAT KEPUASAN KONSUMEN (Studi Kuantitatif Pada Akun Twitter @ShopeeID). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Kehadiran smartphone menjadikan perilaku konsumen yang konsumtif beralih ke alternative transaksi yang lebih mudah untuk dilakukan. Kehadiran media sosial sebagai alat bagi perusahaan untuk tetap enganged dengan konsumen merupakan salah satu bentuk dari bauran customer relationship management yang sangat diperlukan. Tak terkecuali Shopee Indonesia, untuk tetap melakukan customer engagement dengan konsumennya, Shopee Indonesia memiliki banyak platform untuk melakukan promosi, penyebaran informasi, serta layanan hanya dengan bermodalkan internet. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh dimensi variabel dari model customer engagement yakni Enthusiasm, Attention, Absorption, Interaction, dan Identification terhadap kepuasan konsumen. Metode yang digunakan adalah dengan menyebarkan kuisioner berupa link yang dibuat melalui google form. Hasil penelitian menunjukkan bahwa variabel yang paling berpengaruh terhadap kepuasan konsumen ialah Absorption, Interaction, dan Identification. Ketiga variabel tersebut memiliki pengaruh positif terhadao kepuasan konsumen. Sedangkan variabel Enthusiasm dan Attention tidak memiliki pengaruh yang signifikan terhadap kepuasan konsumen.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | The consumptive behavior that the consumer nowadays have for the emerging use of smartphone as an alternative transaction have grown bigger. The existence of social media as a tool for companies to stay enganged with consumers is one of the form of consumer relationship management mix. Shopee Indonesia is no exception, to build their bond with customer through customer engagement, they provide easier way to reach out with using many platforms to promote, disseminate information, and provide services only by using the internet. This study aims to determine how much influence that the dimensions of customer engagement model which consist of Enthusiasm, Attention, Absorption, Interaction, and Identification have on customer satisfaction. The method used in this study is by distributing questionnaires in the form of links made through google forms. The result showed that the most influential variables on customer satisfaction were Absorption, Interaction, and Identification. These three variables have positive influence on customer satisfaction. Whilst the variables of Enthusiasm and Attention do not have significant effect on customer satisfaction. | |||||||||
| Uncontrolled Keywords: | Shopee Indonesia, Customer Engagement, Social Media, Customer Satisfaction Shopee Indonesia, Customer Engagement, Media Sosial, Kepuasan Konsumen. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 65201-Program Studi Ilmu Pemerintahan |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 21 Dec 2022 09:40 | |||||||||
| Last Modified: | 21 Dec 2022 09:42 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/18763 |
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