Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKSeberapa besar tingkat keterlibatan seseorang dalam aktivitas sosial mediaperusahaan sangat mempengaruhi persepsinya terhadap reputasi perusahaan tersebut,yang implikasinya berujung pada timbulnya keinginan untuk membeli yang lebihtinggi dari orang tersebut terhadap produk yang ditawarkan oleh perusahaan.Penelitian ini bertujuan untuk mengetahui pengaruh dari intensitas penggunaan mediaseseorang terhadap keterlibatannya dengan sosial media perusahaan, baik dalamkonteks kognisi ataupun perilaku. Desain penelitian merupakan konklusif deskriptifdan cross-sectional, disebarkan ke 370 responden dengan metode conviniencesampling dan snowball. Data diolah dengan menggunakan metode StructuralEquation Modelling. Hasil penelitian menunjukan bahwa cognitive dan behaviorengagement in company?s social media memiliki pengaruh positif terhadappembentukan perception of corporate reputation, dan perception of corporatereputation memberikan pengaruh positif terhadap purchase intention. Namun padapenelitian ini tidak ditemukan pengaruh positif antara intensitas penggunaan sosialmedia terhadap cognitive dan behavior engagement in company?s social media.

---

ABSTRACTThe degree of involvement in company?s social media intensely affecting theperception of corporate reputation, which led to the result higher purchase intentionfor the product that company?s offered. This research aims to understand the effect ofintensity of social media use towards to company?s social media, both in the contextof cognition or behavior. This research design is a conclusive-descriptive and crosssectional,distributed to 370 respondent with convinience sampling and snowballmethod. The data was processed using Structural Equation Modelling. The resultshow that cognitive and behavior engagement in company?s social media has apositive impact toward the establishment of perception of corporate reputation, andperception of corporate reputation has a positive impact toward purchase intention.However, on this research, intensity of social media doesn?t have a positive impacttoward cognitive and behavior engagement in company?s social media."

"ABSTRAKPenelitian ini menganalisis hubungan social media engagement dan social media advertising engagement serta pengaruhnya terhadap advertising evaluation dan purchase intention. Mengacu pada pendekatan engagement experience framework, social media engagement dianalisis melalui experience dimensi yakni entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, innovation/ trendsetter, topicality, dan empowerment. Social media advertising engagement dianalisis dengan experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. Penelitian ini dilakukan dalam konteks Instagram dengan 407 responden yang termasuk kedalam pengguna aktif Instagram dan pernah melihat Instagram Ads sebagai objek penelitian. Data kemudian diolah menggunakan SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa social media engagement terbukti memiliki pengaruh terhadap social media advertising engagement, namun tidak terbukti memiliki pengaruh terhadap advertising evaluation. Sedangkan social media advertising engagement terbukti memiliki pengaruh terhadap advertising evaluation, selain itu advertising evaluation juga terbukti memiliki pengaruh terhadap purchase intention.

---

ABSTRACTThis study analyzes the relationship between social media engagement and the social media advertising engagement and their effect on advertising evaluation and purchase intentions. The experience engagement framework is referred, social media engagement is analyzed through the experience of the entertainment dimension, negative emotions, hobbies, stimulation, identification, practical use, social interaction, innovation/trendsetters, topics, and empowerment. Social media advertisement engagement is analyzed by experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. This research was conducted in social media Instagram with 407 respondents those are active Instagram users and had seen Instagram Ads as research objects. The data is then processed using SEM (Structural Equation Model). The results showed that the social media engagement was proven to have an influence on the social media advertising engagement, but it was not proven to have an influence on the evaluation of advertisements. While the socialmedia advertising engagement has been proven to have an influence on advertising evaluations, besides that advertising evaluations have also been shown to have an influence on purchase intentions."

"Pemanfaatan platform media sosial untuk berkomunikasi dan mempromosikan produk atau layanan telah mengalami pertumbuhan yang sangat pesat dalam beberapa tahun terakhir. Fenomena ini juga berdampak secara signifikan pada perubahan perilaku konsumen. Oleh karena itu, pada penelitian ini ingin mengetahui pengaruh social media marketing dan social brand engagement terhadap purchase intention. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner secara daring dan memperoleh 142 responden. Data yang diperoleh pada penelitian ini dianalisis menggunakan metode PLS- SEM untuk memverifikasi model penelitian. Hasil dari penelitian ini menunjukan bahwa social media marketing dan social brand engagement memiliki pengaruh yang positif dan signifikan terhadap purchase intention. Namun, pada penelitian ini ditemukan bahwa social media marketing lebih mempengaruhi social brand engagement dibandingkan purchase intention.

---

The utilization of social media platforms for communication and promotion of products or services has experienced rapid growth in recent years. This phenomenon has significantly impacted changes in consumer behaviour. Therefore, this research aims to determine the influence of social media marketing and social brand engagement on purchase intention. This study employs a quantitative research method by distributing online questionnaires and obtaining 142 respondents. The collected data is analysed using the PLS-SEM method to verify the research model. The results of this study indicate that social media marketing, and social brand engagement have a positive and significant influence on purchase intention. However, it is found that in this research, social media marketing has a greater influence on social brand engagement compared to purchase intention."

"Saat ini, ketika mengevaluasi perusahaan mana, pencari kerja akan mempertimbangkan reputasi perusahaan sebagai bagian dari tekad mereka untuk melamar pekerjaan dan mengejar karir mereka di perusahaan yang menjadi penting bagi perusahaan untuk mempertahankannya melalui branding perusahaan serta branding produk mereka. Selain branding, penting juga bagi perusahaan untuk memanfaatkan media sosial karena semakin banyak digunakan untuk kampanye branding perusahaan dan proses rekrutmen terutama di era digital ini dengan perubahan preferensi kerja dari talenta muda yaitu generasi z karena sebagian besar lulusan baru lebih memilih untuk memulai karir awal mereka di perusahaan milik negara di industri perbankan. Oleh karena itu, penelitian ini akan mengevaluasi signifikansi citra perusahaan melalui nilai-nilai yang berkaitan dengan keinginan kandidat, sosial, ekonomi, pengembangan diri, pendaftaran kerja, citra produk, dan media sosial terhadap niat melamar pekerjaan di bank BUMN yang dimediasi oleh reputasi perusahaan dan dimoderatori oleh media sosial. Berdasarkan hasil dari 122 mahasiswa S1 yang diolah dengan Partial Least Squares Structural Equation Modeling menunjukkan bahwa nilai minat memiliki pengaruh paling tinggi terhadap reputasi perusahaan dan niat untuk melamar

---

Nowadays, when evaluating which companies, job seekers  will consider the reputation of the company as part of their determination to land a job application and pursuing their career in the company which became important for company to maintain it through employer branding as well as their product branding. Other than branding, it is also important for company to make use of social media as it has  increasingly used for employer branding campaigns and the recruiting process especially in this digital era with changing in working preference from the young talent which is generation z as most fresh graduates are now prefer to start their early career in a state-owned company in banking industry. Hence, this research will evaluate the significance of employer branding through value of interest, social value, economic value, value development, application value, product branding, and social media towards intention to apply for a job at a state-owned bank mediated by corporate reputation and moderated by social media. According to the results from 122 undergraduate students that are processed with Partial Least Squares Structural Equation Modelling indicated that the value of interest is the highest influence towards the corporate reputation and the intention to apply."

"Industri perhotelan sedang bertumbuh dan kembali berkembang dengan memunculkan beragam jenis-jenis hotel unik, salah satunya adalah glamping atau glamorous camping yang didirikan oleh Bobocabin. Penelitian ini bertujuan untuk mengetahui pengaruh utilitarian, social bonding, dan aesthetic branded content experiences terhadap customer curiosity, brand engagement, dan purchase intention, yang nantinya dapat dimanfaatkan untuk membuat strategi pemasaran yang efektif. Metode penelitian menggunakan metode kuantitatif, khususnya pendekatan konklusif deskriptif. Sedangkan untuk sampling menggunakan non-probability sampling, secara khusus menggunakan judgemental sampling. Data primer didapatkan dengan metode survei melalui penyebaran kuesioner secara daring kepada 367 responden yang memenuhi kriteria penelitian, yaitu berusia 18-34 tahun, berdomisili di Pulau Jawa, merupakan pengguna aktif Instagram, pernah berinteraksi dengan Instagram Bobocabin, serta belum pernah menginap atau menggunakan jasa hotel Bobocabin. Kuesioner disebarkan melalui media sosial, seperti WhatsApp, LINE, Instagram, dan Twitter. Metode analisis data dilakukan dengan CB-SEM menggunakan LISREL 8.80. Hasil penelitian membuktikan bahwa utilitarian, social bonding, dan aesthetic branded content experiences memiliki pengaruh positif terhadap customer curiosity. Selanjutnya terbukti juga bahwa customer curiosity memiliki pengaruh positif terhadap brand engagement dan purchase intention, sementara brand engagement terbukti tidak memiliki pengaruh terhadap purchase intention.

---

The hospitality industry is experiencing growth and development, with the emergence of various unique types of hotels, one of which is glamping or glamorous camping, established by Bobocabin. This study aims to explore the effects of utilitarian, social bonding, and aesthetic branded content experiences on customer curiosity, brand engagement, and purchase intention, which can then be used to formulate effective marketing strategies. The research employs a quantitative methodology, specifically a descriptive conclusive approach. Non-probability sampling is utilized, with a particular focus on judgmental sampling. Primary data were collected through a survey administered via an online questionnaire to 367 respondents meeting the study’s criteria: aged 18-34 years, residing on Java Island, active Instagram users, having interacted with Bobocabin's Instagram account, and having never stayed at or used the services of Bobocabin. The questionnaire was disseminated through social media platforms such as WhatsApp, LINE, Instagram, and Twitter. Data analysis was conducted using CB-SEM with LISREL 8.80. The study's findings demonstrate that utilitarian, social bonding, and aesthetic branded content experiences positively influence customer curiosity. Furthermore, customer curiosity was found to have a positive effect on both brand engagement and purchase intention, whereas brand engagement was shown to have no significant impact on purchase intention."

"Saat ini sudah banyak layanan video-on-demand (VoD) yang tersedia, salah satunya Netflix. Ketatnya persaingan dalam industri layanan V oD membuat Netflix terus berupaya mempertahankan hubungan dengan para pelanggannya. Penelitian ini bertujuan untuk melihat bagaimana Netflix Indonesia menciptakan dan membangun consumer engagement, serta penerapan humor appeal strategy pada kanal media sosialnya. Metode yang digunakan dalam penelitian ini adalah studi literatur dan analisis konten. Hasil penelitian menunjukkan bahwa Netflix Indonesia melakukan social media marketing dengan memanfaatkan kanal media sosial Facebook, Instagram, dan Twitter, mengunggah dua jenis konten (informatif dan menghibur), dan memperhatikan dua format kreatif konten (vividness dan interactivity) untuk membangun consumer engagement. Selain itu, penerapan humor appeal strategy juga dilakukan Netflix Indonesia dalam bentuk caption dan meme yang bersifat menghibur. Cara- cara yang dilakukan Netflix dapat dilakukan merek untuk mulai menciptakan dan membangun keterlibatan dengan pelanggan melalui media sosial.

---

Currently, there are many video-on-demand (VoD) services available, one of which is Netflix. The intense competition in the VoD service industry makes Netflix continue to strive to maintain relationships with its customers. This study aims to see how Netflix Indonesia creates and builds consumer engagement, as well as applies a humor appeal strategy to its social media channels. The methods used in this research are literature study and content analysis. The results show that Netflix Indonesia carries out social media marketing by utilizing Facebook, Instagram, and Twitter, uploading two types of content (informative and entertaining), and focusing on two creative formats (vividness and interactivity) to build consumer engagement. In addition, Netflix Indonesia also implements humor strategies in the forms of entertaining captions and memes. The methods that Netflix uses can also be applied for brands when creating and building engagement with customers through social media."

"Penelitian ini menganalisis pengaruh Corporate Social Responsibility (CSR) pada kepercayaan konsumen terhadap perusahaan, reputasi perusahaan, identifikasi konsumen-perusahaan, dan intensi pembelian di industri kosmetik Indonesia, dengan fokus pada tiga dimensi CSR: ekonomi, sosial, dan lingkungan. Sebanyak 384 responden terlibat dalam penelitian ini dengan kriteria mengetahui serta pernah membeli produk kosmetik di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa CSR memengaruhi kepercayaan konsumen (Company Trustworthiness) dan reputasi perusahaan (Company Reputation). Selain itu, Company Trustworthiness dan Consumer-Company Identification (CCI) berperan sebagai mediator yang memperkuat hubungan antara CSR dan Purchase Intention. Temuan ini menunjukkan bahwa CSR yang relevan dengan nilai konsumen dapat meningkatkan loyalitas dan keputusan pembelian. Penelitian ini memberikan kontribusi teoritis dan praktis dalam merancang strategi CSR yang efektif untuk meningkatkan kepercayaan, reputasi, dan intensi pembelian konsumen.

---

This study analyzes the impact of Corporate Social Responsibility (CSR) on consumer trust in companies, corporate reputation, consumer-company identification, and purchase intention in Indonesia's cosmetic industry, focusing on three dimensions of CSR: economic, social, and environmental. A total of 384 respondents participated in this study, meeting the criteria of being aware of and having purchased cosmetic products in Indonesia. This research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that CSR influences consumer trustworthiness and corporate reputation. Furthermore, Company Trustworthiness and Consumer-Company Identification (CCI) act as mediators, strengthening the relationship between CSR and Purchase Intention. These findings suggest that CSR aligned with consumer values can enhance loyalty and purchasing decisions. This study provides both theoretical and practical contributions in designing effective CSR strategies to improve trust, reputation, and consumer purchase intention."

"Persepsi merupakan salah satu hal yang dapat memberikan keuntungan bagi seseorang maupun perusahaan. Dalam pembentukan persepsi, mengkomunikasikan program corporate social responsibility (CSR) menjadi salah satu langkah yang patut dijalankan. Dalam melaksanakan komunikasi CSR, perusahaan air minum kemasan botol AQUA tergolong gencar. Tesis ini akan membahas pengaruh dari komunikasi CSR tersebut terhadap pembentukan persepsi konsumen atas reputasi perusahaan, citra merek, serta loyalitas merek atas produk air minum merek AQUA. Hasil penelitian ini menemukan bahwa komunikasi CSR yang telah dijalankan AQUA memberikan dampak positif pada reputasi perusahaan serta citra merek, namun tidak memiliki pengaruh terhadap loyalitas konsumen.

---

Perception is one of the thing that can give advantages to someone, or to a corporation. In shaping it, communicating the corporate social responsibility CSR) program can be an ideal things to do. As a bottled mineral water producer, AQUA is one of the corporation who've done CSR communication program rapidly. This study will focusing the effect of AQUA's CSR communication program, towards the consumer's perception on AQUA's corporate reputation, brand image, and brand loyalty. With this study, the researcher found out that AQUA's CSR communication program can gives an impact towards corporate reputation and brand image, but doesn't have any significant impact toward its consumer brand loyalty."

"ABSTRAKE-commerce adalah industri jual-beli melalui jaringan internet yang sedang berkembang pesat. Salah satu cara yang digunakan agar target market merasakan ikatan secara emosional dengan brand adalah meningkatkan social media engagement di media sosial. Dalam makalah ini penulis ingin menggambarkan penggunaan media sosial pada perusahaan e-commerce sebagai salah satu sumber informasi khalayak yang dilatarbelakangi oleh social media engagement. Hal tersebut berhubungan dengan AISAS model yang menjelaskan mengenai online consumer behavior. Penulisan makalah ini menggunakan studi kasus pada akun media sosial Instagram HappyFresh Indonesia. Penulis melakukan analisa terhadap konten Instagram HappyFresh Indonesia. Hasil penulisan makalah ini menunjukan bahwa konten di Instagram HappyFresh Indonesia sesuai dengan tujuannya untuk meningkatkan social media engagement. Implikasi makalah ini bagi pelaku industri terutama dalam e-commerce untuk menjaga media sosialnya dan terus meningkatkan social media engagement agar membedakan diri dengan kompetitor, menjadi sumber informasi yang kredibel, dan terlibat langsung dalam kehidupan sehari-hari khalayak.

---

ABSTRACTE commerce is an industry when you can buy and sell through internet network which is growing rapidly. One of the ways to engage target market in an emotional way is to increase social media engagement on social media. In this paper, author wanted to describe social media use in e commerce business as one of the information sources for audience in the social media engagement. That is related with AISAS model which describes online consumer behavior. This paper uses case study of HappyFresh Indonesia Instagram account. Author performed an analysis of its content. Results of this paper showed that HappyFresh Indonesia Instagram account contents matched with their purpose to increase social media engagement. The implication of this paper for the industry, especially in e commerce business, is to maintain their social media and increasee social media engagement to make differences between competitors, being a credible source of information, and involved in audience everyday life."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari fitur Social Media Advertising (Interactivity, Perceived Relevance, Informativeness, dan Entertainment) terhadap Brand Engagement dalam konteks industri brand coffee-to-go lokal Indonesia. Sampel yang digunakan dalam penelitian ini adalah responden pria dan wanita berusia 17-41 tahun yang berdomisili di Indonesia, mengikuti akun media sosial Instagram dari salah satu brand coffee-to-go lokal Indonesia, serta mengetahui dan pernah membeli produk coffee-to-go dalam waktu 3 bulan terakhir. Terdapat 233 responden yang berhasil dikumpulkan dalam penelitian dengan menggunakan online survey. Data yang dikumpulkan dianalisis dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil dari penelitian menunjukkan bahwa keempat fitur Social Media Advertising yang diteliti memiliki pengaruh secara signifikan terhadap Brand Engagement. Dimana Interactivity, Perceived Relevance, Informativeness, dan Entertainment secara signifikan mempengaruhi Brand Engagement, dengan pengaruh paling besar dari variabel Interactivity. Hasil penelitian juga menunjukkan bahwa Brand Engagement berpengaruh secara positif terhadap Purchase Intention, serta Brand Engagement terbukti secara signifikan memediasi hubungan antara keempat fitur Social Media Advertising (Interactivity, Perceived Relevance, Informativeness, dan Entertainment) dengan Purchase Intention pada industri coffee-to-go lokal Indonesia.

---

This research is aimed to determine the impact of Social Media Advertising (Interactivity, Perceived Relevance, Informativeness, and Entertainment) on Brand Engagement in the local coffee-to-go industry in Indonesia. The sample used in this research is female and men between 17-41 years old domiciled in Indonesia, following one of the Instagram accounts of local coffee-to-go brands in Indonesia, and have known and purchased coffee-to-go products within the last 3 months. There are 233 respondents who have been obtained through online survey in this research. The data that has been gained is then analyzed using Partial Least Square - Structural Equation Modeling (SEM) method and using SmartPLS software. The results of this research shows that all of the four social media advertising features analyzed significantly affect brand engagement. Whereas Interactivity, Perceived Relevance, Informativeness, and Entertainment significantly affects Brand Engagement, with the highest effect from Interactivity variable. Furthermore, the results of this research shows that Brand Engagement positively affects Purchase Intention, and Brand Engagement, proven to significantly mediate the relationship between those four Social Media Advertising features (Interactivity, Perceived Relevance, Informativeness, and Entertainment) and Purchase Intention in the local coffee-to-go industry in Indonesia."