Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Media sosial sebagai bagian dari internet, telah membawa banyak perubahan kepada komunitas sosial Indonesia, termasuk komunitas bisnis Indonesia. Tujuan penelitian ini adalah untuk menganalisis pengaruh komunitas merek berbasis media sosial terhadap brand community markers, value creation practices, kepercayaan merek, dan loyalitas merek. Populasi penelitian ini adalah follower Twitter PT. Bank Negara Indonesia yakni @BNI46 dengan metode pengumpulan data adalah kuesioner. Skala pengukuran penelitian ini menggunakan skala Likert 1-6 dengan jumlah responden 200 orang dan diolah menggunakan metode Structural Equation Model (SEM). Hasil penelitian menunjukkan komunitas merek yang berbasis media sosial memiliki pengaruh positif dan signifikan terhadap elemen brand community markers yaitu shared consciousness, shared rituals and traditions, dan obligations to society. Obligation to society anggota komunitas memiliki pengaruh positif dan signifikan terhadap social networking. Shared consciousness anggota komunitas memiliki pengaruh positif dan signifikan terhadap community engagement. Shared rituals and traditions, dan obligations to society memiliki pengaruh positif dan signifikan terhadap impression management dan brand use. Social networking dan community engagement memiliki pengaruh positif dan signifikan terhadap kepercayaan merek dan kepercayaan merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek. ......Social media as part of the Internet,has brought many changes to the social community of Indonesia, including the Indonesian business community. The purpose of this study was to determine the effects of social media based brand communities brand on brand community markers, value creation practices, brand trust, and brand loyalty. The population was Twitter follower PT.Bank Negara Indonesia, namely @ BNI46 and the method of data collection was a questionnaire. This research measurement scale using Likert 1-6 scale with the number of respondents 200 people and processed using Structural Equation Model (SEM). The results showed that community based social media brand has a positive and significant impact on the elements of the brand community markers are shared consciousness, shared rituals and traditions, and obligations to society. Obligation to society has a significant positive influence on the social networking. Shared consciousness of community members have a positive and significant effect on community engagement. Shared rituals and traditions, and obligations to society has a positive and significant impact on impression management and brand use. Social networking and community engagement has a positive and significant impact on brand trust and brand trust has a positive and significant impact on brand loyalty .

Abstrak :
Sektor bisnis asuransi jiwa di Indonesia mengalami perkembangan yang pesat dengan besarnya dana yang dihimpun, yang memungkinka sektor tersebut untuk berpartisipasi aktif di dalam portofolio investasi. Hal ini merefleksikan dampak peluang pertumbuhan bagi perekonomian Indonesia. Selain itu, pasar asuransi jiwa di Indonesia masih memiliki potensi yang besar untuk bertumbuh yang diindikasikan dengan masih rendahnya tingkat penetrasi. Salah satu pemain kunci di dalam industri asuransi jiwa di Indonesia adalah PT Prudential Life Assurance (Prudential Indonesia). Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan dan pemasaran relasional terhadap kepercayaan, pengaruh kepercayaan terhadap intensi pembelian asuransi tambahan (rider) pada program PRUlink assurance account, dan pengaruh kepercayaan terhadap word-of-mouth positif. Data primer dikumpulkan melalui kuesioner terstruktur yang disebar ke 200 pemegang polis PRUlink assurance account di wilayah Jakarta dan sekitarnya (Jabodetabek). Sampel pemegang polis dipilih melalui metode non-probability sampling dengan teknik judgement sampling. Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil analisis pengujian adalah sebagai berikut: (1) Citra perusahaan berpengaruh positif terhadap kepercayaan; (2) Pemasaran relasional berpengaruh positif terhadap kepercayaan; (3) Kepercayaan berpengaruh positif terhadap intensi pembelian asuransi tambahan (rider); (4) Kepercayaan berpengaruh positif terhadap word-of-mouth positif. ...... The life insurance sector has been growing rapidly in Indonesia with enlarged pooled funds that allow the sector to participate actively in portfolio investments. It reflects a possible growth impact for the country’s economy. In addition, Indonesian insurance market still has large potential for demand growth, as reflected by low insurance penetration rate. One of the key players in Indonesia’s life insurance industry is PT Prudential Life Assurance (Prudential Indonesia). The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on purchase intention of rider applicable under PRUlink assurance account, and the impact of trust on positive word-of-mouth. Primary data were collected through well structured questionnaires administered on 200 PRUlink assurance account policy holders in Greater Jakarta area (Jabodetabek). The policy holders were selected through non-probability sampling technique using judgement sampling. Structural Equation Modeling (SEM) was used to test the hypotheses. The main findings are as follows: (1) Corporate image has a positive influence on trust; (2) Relationship marketing has a positive influence on trust; (3) Trust has a positive influence on purchase intention of rider, and; (4) Trust has a positive influence on positive word-of-mouth.