Maulana, Reza (2023) MEMBANGUN KETERIKATAN EMOSIONAL PERUSAHAAN JASA FREIGHT FORWARDER MELALUI INTERAKTIVITAS MEDIA SOSIAL, CITRA MEREK, SISTEM JAMINAN HALAL, DAN KOMITMEN MEREK (Studi pada perusahaan makanan dan minuman di JABODETABEK). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Background: In today's rapidly growing freight forwarding industry, competition between logistics and distribution service companies is also getting fiercer. Various kinds of services and certifications worthy of running a distribution process are also highly considered by users of these services. Food and beverage import activities for households from 2013 to 2021 have increased in Indonesia. There is great potential to provide import and delivery process services in the food and beverage industry for households in Indonesia. One of the things that is the cause of the decline in the number of services of freight forwarder service companies is the number of customers who use the services of other freight forwarder companies. This is due to the lack of strong emotional attachment of regular customers. Objective: The purpose of this study is to answer the influence of social media interactivity, brand image, brand commitment, halal assurance system on customers' emotional attachment to freight forwarding service companies. Methodology: This method uses a quantative approach with data collection through the distribution of questionnaires to measure customer perception with an interval scale of 1-10 to regular customers, sampling techniques using non-probability sampling and in data processing using the SEM-PLS instrument. Findings: Research findings depict social media interactivity, brand image, and halal awarness systems do not affect customers' emotional attachments directly. Social media interactivity has no effect on brand image. Brand image has no effect on emotional attachment. The halal assurance system has no effect on emotional attachment. Brand image does not mediate social media interactivity with emotional attachment. Conclusion: Based on the conclusions from the path coefficient data presented, the influence of brand commitment has the greatest influence on emotional attachment.

Item Type:	Thesis (Master)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor TAUFIK, TAUFIK 196412122000121005 Thesis advisor LUTFI, LUTFI 196711032005011001
Additional Information:	Latar belakang: Dalam industri pengiriman barang yang juga berkembang pesat saat ini, persaingan antar perusahaan jasa logistik dan distribusi juga semakin ketat. Berbagai macam layanan dan sertifikasi layak menjalankan suatu proses distribusi juga sangat diperhatikan oleh para pengguna layanan tersebut. Kegiatan impor makanan dan minuman untuk rumah tangga dari 2013 hingga tahun 2021 mengalami peningkatan di Indonesia. Adanya potensi yang besar untuk menyediakan layanan proses impor dan pengiriman barang di industri makanan dan minuman untuk rumah tangga di Indonesia. Salah satu hal yang dianggap sebagai penyebab penurunan jumlah layanan perusahaan jasa freight forwarder antara lain banyaknya pelanggan yang menggunakan jasa perusahaan freight forwarder yang lain. Hal ini karena kurang kuatnya keterikatan emosional pelanggan tetap. Tujuan: Tujuan penelitian ini adalah untuk menjawab pengaruh sosial media interaktivitas, citra merek, komitmen merek, sistem jaminan halal terhadap keterikatan emosional pelanggan pada perusahaan jasa freight forwarding. Metodologi: Metode ini menggunakan pendekatan kuantatif dengan pengambilan data melalui penyebaran kuesioner untuk mengukur persepsi pelanggan dengan skala interval 1-10 kepada pelanggan tetap, teknik pengambilan sampel menggunakan non – probability sampling serta dalam pengolahan data menggunakan instrument SEM-PLS. Temuan: Temuan penelitian menggambaran sosial media interaktivitas, citra merek, dan sistem jaminan halal tidak mempengaruhi keterikatan emosional pelanggan secara langsung. Interaktivitas sosial media tidak berpengaruh terhadap citra merek. Citra merek tidak berpengaruh terhadap keterikatan emosional. Sistem jaminan halal tidak berpengaruh terhadap keterikatan emosional. Citra merek tidak memberikan pangaruh mediasi interaktivitas media sosial terhadap keterikatan emosional. Kesimpulan: Berdasarkan kesimpulan dari data koefisien jalur yang disajikan maka pengaruh komitmen merek memiliki pengaruh paling besar terhadap keterikatan emosional.
Uncontrolled Keywords:	Brand commitment, Brand image, Emotional attachment, Halal awarness, Social media interactivity. Citra merek, Keterikatan emosional, Komitmen merek, Sistem jaminan halal, Sosial media interaktivitas.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HE Transportation and Communications
Divisions:	08-Pascasarjana > 61101-Magister Manajemen 08-Pascasarjana
Depositing User:	Reza Maulana Maulana
Date Deposited:	21 Sep 2023 10:31
Last Modified:	21 Sep 2023 10:31
URI:	http://eprints.untirta.ac.id/id/eprint/29621

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