Immanuella, Grace Michelle (2025) Analisis Pengaruh Elemen Social Media Marketing terhadap Keterlibatan Pelanggan pada Layanan Online Food Delivery Application di Indonesia dengan Menggunakan PLS-SEM. Other thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 5026211186-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
5026211186-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (7MB) | Request a copy |
Abstract
Konteks: Pesatnya perkembangan teknologi infomasi telah mendorong transformasi signifikan dalam industry layanan Online Food Delivery Applications (OFDAs) di Indonesia. Penggunaan OFDAs semakin meningkat seiring dengan kebutuhan Masyarakat akan Solusi praktis dan efisien, sementara persaingan di industry ini juga semakin ketat. Social Media Marketing (SMM) menjadi strategi utama bagi Perusahaan untuk meningkatkan keterlibatan pelanggan, dengan memanfaatkan elemen seperti personalization, interactivity, informativeness, trendliness, dan word of mouth (WoM). Namun, masih terdapat kesenjangan pemahaman mengenai elemen SMM mana yang paling efektif dalam membangun keterlibatan dan loyalitas pelanggan di Tengah dinamika perilaku konsumen digital yang terus berubah. Permasalahan: Keterlibatan pelanggan merupakan factor krusial untuk mempertahankan loyalitas dan daya saing bisnis OFDAs. Namun, hingga saat ini, masih terbatas penelitian yang secara spesifik mengidentifikasi dan mengukur pengaruh masing-masing elemen SMM terhadap keterlibatan pelanggan serta dampaknya terhadap co-production, customer referrals, customer engagement, dan purchase intention. Hal ini menimbulkan kebutuhan akan analisis lebih mendalam agar industry layanan OFDA dapat merancang strategi pemasaran yang tepat sasaran. Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh elemen Sosial Media Marketing (SMM), yaitu Personalization, Interactiviy, Informativeness, Trendliness, dan Word of Mouth terhadap keterlibatan pelanggan (customer engagement) pada aplikasi layanan OFDA di Indonesia. Selain itu, penelitian ini juga bertujuan untuk memahami peran customer engagement sebagai mediator dalam hubungan antara SMM dan perilaku konsumen. Metode: Penelitian ini menggunakan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM) untuk menguji dan menganalisis hubungan antar variabel. Terdapat variabel tambahan yang diadopsi sebagai variabel aksogen yang memengaruhi variabel endogen customer engagement yaitu Involvement. Pengumpulan data dilakukan menggunakan kuesioner secara daring yang disebarkan lebih dari 200 respondan aktif pengguna OFDA di Indonesia.
Hasil: Hasil penelitian ini adalah variabel personalization, interactivity, dan Involvement berpengaruh positif dan signifikan terhadap customer engagement. Informativenes dan Word of Mouth berpengaruh positif dan tidak signifikan terhadap Customer Engagement. Sedangkan variabel Trendliness berpengaruh negative dan signifikan terhadap Customer Engagement. Customer Engagement terhadap Co-production, Customer Referrals, Customer Satisfaction, Purchase Intention masing-masing memiliki pengaruh positif dan signifikan. Selain hasil tersebut, terdapat saran yang diberikan kepada penyedia layanan OFDA di Indonesia. Nilai Tambah: Penelitian ini diharapkan mampu memberikan data dan analisis yang komprehensif terkait faktor-faktor yang memengaruhi keterlibatan pelanggan pada aplikasi layanan OFDA di Indonesia, khususnya dengan mempertimbangkan frekuensi penggunaan aplikasi oleh konsumen. Hasil penelitian ini juga dapat memberikan rekomendasi strategis kepada para stakeholder OFDAs dalam merancang dan mengoptimalkan strategi Social Media Marketing yang lebih efektif.
=====================================================================================================================================
Context: The rapid advancement of information technology has driven significant transformation in the online food delivery applications (OFDAs) industry in Indonesia. The use of OFDAs has been increasing alongside society's growing demand for practical and efficient solutions, while competition within the industry also intensifies. Social Media Marketing (SMM) has become a key strategy for companies to enhance customer engagement, leveraging elements such as personalization, interactivity, informativeness, trendliness, and word of mouth (WoM). However, there remains a gap in understanding which SMM elements are most effective in building customer engagement and loyalty amidst the ever-changing dynamics of digital consumer behavior. Problem: Customer engagement is a crucial factor in maintaining loyalty and business competitiveness in Online Food Delivery Applications (OFDAs). However, to date, there has been limited research that specifically identifies and measures the influence of each SMM element on customer engagement and its subsequent impact on co-production, customer referrals, customer engagement, and purchase intention. This gap highlights the need for indepth analysis to help the OFDA service industry design targeted marketing strategies. Objective: This study aims to analyze the influence of Social Media Marketing (SMM) elements, namely Personalization, Interactivity, Informativeness, Trendliness, and Word of Mouth (WoM) on customer engagement in Online Food Delivery Applications (OFDAs) in Indonesia. Additionally, this research seeks to understand the role of customer engagement as a mediator in the relationship between SMM and consumer behavior.Methods: This study employs the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method to test and analyze the relationships between variables. An additional variable, Involvement, is included as an exogenous variable that influences the endogenous variable, customer engagement. Data collection was conducted through an online questionnaire distributed to more than 200 active OFDA users in Indonesia. Results: The results of this study show that the variables personalization, interactivity, and involvement have a positive and significant effect on customer engagement. Informativeness and word of mouth have a positive but non-significant effect on customer engagement. Meanwhile, trendliness has a negative and significant effect on customer engagement. Customer engagement shows a positive and significant influence on co-production, customer referrals, customer satisfaction, and purchase intention. In addition to these findings, recommendations are provided for OFDA service providers in Indonesia.Value Added: This study is expected to provide comprehensive data and analysis regarding the factors that influence customer engagement in Online Food Delivery Applications (OFDAs) in Indonesia, particularly by taking into account consumers' application usage frequency. The findings of this research can also offer strategic recommendations to OFDA stakeholders in designing and optimizing more effective Social Media Marketing strategies.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing, Keterlibatan Pelanggan, Online Food Delivery Applications, Partial Least Squares – Structural Equation Modeling, Social Media Marketing, Customer Engagement, Online Food Delivery Applications, Partial Least Squares – Structural Equation Modeling. |
| Subjects: | H Social Sciences > HF Commerce > HF6161.F616 Food. Food service Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Information Technology > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Grace Michelle Immanuella |
| Date Deposited: | 25 Jul 2025 04:38 |
| Last Modified: | 25 Jul 2025 04:38 |
| URI: | http://repository.its.ac.id/id/eprint/121663 |
Actions (login required)
 |
View Item |