Yunita, Yunita and Widyastuti, Nurprapti Wahyu and Septa, Ronny Yudhi (2021) PENGARUH CUSTOMER ENGAGEMENTPADA MEDIA SOSIAL TWITTER TERHADAP TINGKAT KEPUASAN KONSUMEN (Studi Kuantitatif Pada Akun Twitter @ShopeeID). S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

PENGARUH CUSTOMER ENGAGEMENT PADA MEDIA SOSIAL TWITTER TERHADAP KEPUASAN KONSUMEN (StudiKuantitatifpadaAkun Twitter @ShopeeID) Yunita JurusanIlmuKomunikasi, Universitas Sultan AgengTirtayasa. Corresponding author: [email protected] Abstract The consumptive behavior that the consumers 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 engaged 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 form. 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. Keywords: Shopee Indonesia, Customer Engagement, Social Media, Customer Satisfaction Abstrak Kehadiransmartphonemenjadikanperilakukonsumen yang konsumtifberalihke alternative transaksi yang lebihmudahuntukdilakukan.Kehadiran media sosialsebagaialatbagiperusahaanuntuktetapengangeddengankonsumenmerupakansalahsatubentukdaribaurancustomer relationship management yang sangatdiperlukan.TakterkecualiShopee Indonesia, untuktetapmelakukancustomer engagementdengankonsumennya, Shopee Indonesia memilikibanyakplatformuntukmelakukanpromosi, penyebaraninformasi, sertalayananhanyadenganbermodalkan internet. Penelitianinibertujuanuntukmengetahuiseberapabesarpengaruhdimensivariabeldari model customer engagementyakniEnthusiasm, Attention, Absorption, Interaction, danIdentification terhadapkepuasankonsumen.Metode yang digunakanadalahdenganmenyebarkankuisionerberupalink yang dibuatmelaluigoogle form.Hasilpenelitianmenunjukkanbahwavariabel yang paling berpengaruhterhadapkepuasankonsumenialahAbsorption, Interaction, danIdentification.Ketigavariabeltersebutmemilikipengaruhpositifterhadaokepuasankonsumen.SedangkanvariabelEnthusiasmdanAttentiontidakmemilikipengaruh yang signifikanterhadapkepuasankonsumen. Kata Kunci:Shopee Indonesia, Customer Engagement, Media Sosial, KepuasanKonsumen

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	03 Feb 2023 09:37
Last Modified:	03 Feb 2023 09:37
URI:	http://eprints.untirta.ac.id/id/eprint/1685

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