Pear, Dimas Ario Rudhy (2021) Pengaruh Penggunaan Media Sosial Terhadap Customer Engagement Satuan Kerja Khusus XYZ. Masters thesis, Institut Teknologi Sepuluh Nopember.
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09211950025006-Master_Thesis.pdf - Accepted Version Download (4MB) | Preview |
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09211950025006-Master_Thesis.pdf - Accepted Version Download (4MB) | Preview |
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09211950025006-Master_Thesis.pdf - Accepted Version Download (4MB) | Preview |
Abstract
Perkembangan era digital saat ini telah mempengaruhi dunia pemasaran.Industri hulu migas juga beradaptasi dengan perubahan arah modernisasi dengan mulai menggunakan sosial media. Secara keseluruhan, media sosial memfasilitasi
komunikasi aktif antara perusahaan dan pelanggan dan menimbulkan interaksi. Media sosial digunakan secara luas oleh institusi atau perusahaan untuk mengatur asosiasi dengan pelanggan, menyampaikan data dan informasi serta membangun keterikatan dengan pelanggan. Penelitian ini mengidentifikasi pengaruh penggunaan Social Media Marketing Activities (SMMA) yang dimediasi oleh dimensi Consumers’ Online Brand-Related Activities (COBRA) terhadap Customer Engagement. Penelitian ini menggunakan sampel sebanyak 229
responden yang bertujuan mengumpulkan data primer dan berdasarkan metode convenience sampling. Analisa yang digunakan adalah Structural Equation Modelling (SEM) karena kompleksnya model penelitian. Hasil temuan pada
penelitian ini adalah SMMA terbukti berpengaruh secara positif dan signifikan terhadap Customer Engagement melalui variabel mediasi COBRA yaitu Consuming, Contributing dan Creating. Selain itu ditemukan bahwa, pengaruh SMMA yang paling dominan terhadap Customer Engagement pada sosial media Satuan Kerja Khusus XYZ adalah melalui mediasi Consuming. Implikasi pada penelitian ini menyediakan saran terhadap praktisi dan juga akademisi.
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The development of the digital era today has influenced the world of marketing. The upstream oil and gas industry has also adapted to the changing direction of modernization by starting to use social media. Overall, social media
facilitates active communication between companies and customers and generates interaction. Social media is widely used by institutions or companies to organize associations with customers, convey data and information and build engagement with customers. This study identifies the effect of using Social Media Marketing Activities (SMMA) mediated by the Consumers' Online Brand-Related Activities(COBRA) dimension on Customer Engagement. This study used a sample of 229 respondents with the aim of collecting primary data and based on the convenience sampling method. The analysis used is Structural Equation Modeling (SEM) because of the complexity of the research model. The findings in this study are that SMMA has been shown to have a positive and significant effect on Customer Engagement through COBRA's mediating variables, namely Consuming, Contributing and
Creating. In addition, it was found that the most dominant influence of SMMA on Customer Engagement on the social media of the Special Task Force XYZ is through Consuming mediation. The implications of this research provide advice to practitioners as well as academics.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Customer Engagement, Media Sosial, Migas, Pemasaran Media Sosial, Oil and Gas, Social Media, Social Media Marketing |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Dimas Ario Rudhy Pear |
| Date Deposited: | 21 Jul 2021 07:38 |
| Last Modified: | 20 Dec 2024 08:48 |
| URI: | http://repository.its.ac.id/id/eprint/84401 |
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