Audyarahma, Takha Camilla Aisha (2024) Pengaruh Brand-Relationship-Connections dan Self Presentation terhadap Like, Comment, Share, dan Repost Intention Generasi Z pada Platform TikTok. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini menelusuri brand-relationship-connections dan self presentation sebagai motivasi pelanggan untuk berinteraksi dengan konten merek. Penelitian ini menggunakan metode kuantitatif. Data berupa survei diambil secara non-probability sampling dengan teknik accidental sampling karena dilakukan secara online. Sampel penelitian adalah 204 responden pengguna TikTok Generasi Z yang pernah berinteraksi dengan konten merek. Pilot test dijalankan terhadap 30 sampel untuk menguji model penelitian. Data tersebut disertakan dalam pengolahan data penelitian karena menunjukkan hasil yang valid. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling atau SEM. Setelah mendapatkan 227 responden, uji model pengukuran dan struktural dijalankan dan menunjukkan hasil yang valid, kemudian uji hipotesis dilakukan. Sebagai variabel kontrol, brand equity mempengaruhi like, comment, dan repost intention, namun tidak mempengaruhi share intention. Like intention dipengaruhi oleh brand-relationship-connections, namun tidak dipengaruhi oleh self presentation. Comment intention dipengaruhi oleh self presentation, namun tidak dipengaruhi oleh brand-relationship-connections. Share intention dipengaruhi oleh brand-relationship-connections dan self presentation, namun pengaruh brand-relationship-connections lebih besar. Repost intention dipengaruhi oleh brand-relationship-connections dan self presentation, namun pengaruh self presentation lebih besar. Implikasi manajerial diusulkan berdasarkan temuan penelitian. Konten dapat dibuat sesuai dengan tujuan hasil engagement. Bila bertujuan untuk memaksimalkan angka like, konten yang dibuat dapat berfokus pada motivasi brand-relationship-connections. Bila bertujuan untuk memaksimalkan angka comment, konten yang dibuat dapat berfokus pada motivasi self presentation. Bila bertujuan untuk memaksimalkan angka share, konten yang dibuat dapat berfokus pada motivasi brand-relationship-connections dan self presentation, namun lebih mengutamakan motivasi brand-relationship-connections. Bila bertujuan untuk memaksimalkan angka repost, konten yang dibuat dapat berfokus pada motivasi brand-relationship-connections dan self presentation, namun lebih mengutamakan motivasi self presentation.
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This research explores brand-relationship-connections and self presentation as consumers’ motivation to interact with brand’s content. The research uses quantitative method. Data will be retrieved from conducting a survey using non-probability sampling with accidental sampling technique from 204 respondents of TikTok users that have interacted with brand content. The pilot test was conducted towards 30 samples to test the research model and the results were valid. After conducting Structural Equation Modeling towards the 227 respondents, the measurement and structural model were tested and showed valid results, then the hypothesis testing was conducted. As a control variable, brand equity influences like, comment, and repost intentions, but does not affect share intention. Like intention is influenced by brand-relationship-connections, but not by self presentation. Comment intention is influenced by self presentation, but not by brand-relationship-connections. Share intention is influenced by brand-relationship-connections and self presentation, with brand-relationship-connections having a greater influence. Repost intention is influenced by brand-relationship-connections and self presentation, with self presentation having a greater influence. Managerial implications are proposed based on the research findings. The content creation process should consider the engagement output. When the goal is to maximize the number of likes, the content should focus on brand-relationship-connections motivation. If the goal is to maximize the number of comments, the content should focus on self-presentation motivation. If the goal is to maximize the number of shares, the content should focus on brand-relationship-connections and self-presentation motivation, but prioritize brand-relationship-connections motivation. If the goal is to maximize the number of reposts, the content should focus on brand-relationship-connections and self-presentation motivation, but prioritize self-presentation motivation.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Engagement merek, Generasi Z, konten merek, pemasaran media sosial, perilaku konsumen, TikTok |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Takha Camilla Aisha Audyarahma |
| Date Deposited: | 07 Aug 2024 08:13 |
| Last Modified: | 07 Aug 2024 08:13 |
| URI: | http://repository.its.ac.id/id/eprint/112284 |
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