Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
ABSTRAK Perkembangan teknologi dan informasi di Indonesia berdampak pada lingkungan bisnis yang menjadi semakin kompetitif. Salah satu sektor bisnis di Indonesia yang terkena dampak tersebut adalah sektor industri smartphone. Brand loyalty menjadi faktor penting dalam bertahan dalam berkompetisi dalam lingkungan bisnis tersebut. Penelitian ini dilakukan untuk melihat pengaruh dari customer engagement di dalam komunitas merek online untuk brand Xiaomi terhadap brand loyalty. Dalam penelitian ini, peneliti menggunakan metode kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang aktif di komunitas merek online Mi Community yang berusia minimal 18 tahun yang pernah membeli produk brand Xiaomi setidaknya dua kali dengan menggunakan metode non-probability sampling serta teknik purposive sampling yang dilakukan secara online. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linear. Hasil penelitian ini menunjukkan bahwa customer engagement berpengaruh terhadap brand loyalty sebesar 0,519.

---

ABSTRACT In Indonesia, the growth of information and technology has an impact on the increasingly competitive business environment. One of the affected business sectors in Indonesia is the smartphone industry sector. Brand loyalty is an important factor in staying competitive in this business environment. This research was conducted to see the influence of customer engagement in the online brand community for the Xiaomi brand on brand loyalty. In this study, researcher used quantitative methods. The sample in this study was 100 respondents who were active in the Mi Community online brand community who were at least 18 years old who had bought Xiaomi brand products at least twice, using non-probability sampling methods and purposive sampling techniques conducted online. This research instrument used a questionnaire and analyzed using linear regression. The results of this study indicate that customer engagement has an impact about 0,519 on brand loyalty.

Abstrak :
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh hubungan customer-centric yang ada di dalam social media based brand community hubungan pelanggan dengan produk, merek, perusahaan, dan pelanggan lainnya terhadap brand trust, dengan mengukur efek moderasi dari community engagement dan brand community types. Responden penelitian ini sebanyak 220 responden, yang berasal dari dua tipe brand community yaitu customer-initiated brand community dan company-initiated brand community. Secara umum pengukuran dilakukan dengan menggunakan metode Structural Equation Modeling. Hasil yang didapatkan dari analisis penelitian ini adalah dari keempat elemen hubungan customer-centric hubungan pelanggan dengan produk, merek, perusahaan, dan pelanggan lain , hanya hubungan pelanggan-merek yang signifikan berpengaruh terhadap brand trust, sehingga hal tersebut menarik untuk diinvestigasi lebih lanjut. Selain itu, dalam penelitian ini juga didapatkan adanya efek moderasi dari community engagement dan community types dalam hubungan customer-centric terhadap brand trust.

---

ABSTRACT
This study aims to understand the influence of customer centric relationships in the social media based brand community customer relationships with product, brand, companiy, and other customers on brand trust, by measuring the moderating effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community customer initiated brand community and company initiated brand community. In general, the measurement is done by using Structural Equation Modeling method. The results obtained from the analysis of this study are from the four elements of customer centric relationships customer relationships with products, brands, companies, and other customers , only customer brand relationships that signifcantly affect brand trust, so it is interesting to investigate further. In addition, this research also found moderation effect of community engagement and community types in customer centric relation to brand trust.

Abstrak :
[ABSTRAKbr Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh karakteristik interaksi di dalam komunitas tersebut bisa mempengaruhi perceived benefits yang dirasakan anggota komunitas, apakah perceived benefit yang mereka rasakan bisa mengembangkan community commitment mereka, serta melihat pengaruh dari community commitment terhadap oppositional brand loyalty. Sampel penelitian ini adalah anggota beberapa komunitas mobil yang ada di Indonesia, dengan jumlah sampe valid sebanyak 133 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil analisis menunjukkan bahwa community engagement dari brand community membuat anggota merasakan banyak benefits. Selanjutnya, learning benefits merupakan faktor utama untuk membentuk community commitment. Tapi, ketika anggota memiliki community commitment, mereka tidak akan membentuk oppositonal brand loyalty terhadap merek pesaing lainnya. ;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands. ;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands. ;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands. , This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands. ]

Abstrak :
Dengan semakin berkembangnya teknologi dan internet, berdampak pada strategi pemasaran online pada brand fashion. Levi’s Indonesia melakukan promosi sekaligus membangun hubungan yang lebih langsung dengan konsumennya (keterikatan) melalui Instagram Levi’s Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh customer participation terhadap brand loyalty melalui customer-brand engagement pada konsumen brand Levi’s yang mengikuti Instagram Levi’s Indonesia. Metode penelitian ini menggunakan pendekatan kuantitatif melalui online questionnaire dengan menggunakan teknik purposive. Hasil penelitian menunjukkan adanya pengaruh signifikan positif yang terdapat dalam model struktural dengan efek mediasi parsial yang dihasilkan yaitu complementary. Penelitian ini merekomendasikan agar brand fashion Levi’s dapat mewadahi preferensi konsumen dalam berekspresi melalui produk yang ditawarkannya, menyediakan konten yang menarik di media sosialnya, menangani masukan konsumen dengan baik, membangun keterikatannya melalui kesan positif dan pelayanan yang telah dibangun, serta mengelola keterlibatan konsumen dalam halaman media sosial. ......The development of technology and internet, has impacted fashion brands on their online strategy marketing. Levi's Indonesia does promotions while at the same time building a more direct relationship with its consumers (engagement) through Instagram Levi's Indonesia. This study aims to analyze the influence of customer participation on brand loyalty through customer-brand engagement with Levi's brand consumers who follow Instagram Levi's Indonesia. This study method uses a quantitative approach by conducting a survey using a purposive technique. The study showed there are positive influences in the structural model with the resulting partial mediating effect namely complementary. This study recommends that the Levi's fashion brand can accommodate consumer preferences in expression through the products it offers, provide interesting content on its social media, handle consumer input well, build engagement through positive impressions and services that have been built, and manage consumer engagement on social media pages.

Abstrak :
Keterlibatan merupakan faktor penting dalam mempertahankan loyalitas dan partisipasi anggota pada komunitas merek online. Kemampuan lingkungan situs web untuk memengaruhi keterlibatan anggota bersama-sama dengan bagaimana setiap jenis komunitas merek online, dimulai oleh pengguna, dan dimulai oleh organisasi dapat memaksimalkan lingkungan mereka dieksplorasi. Artikel dari berbagai disiplin digunakan sebagai dasar untuk model konseptual dan proposisi. Oleh karena itu, tipologi yang disarankan oleh penulis dapat digunakan oleh pemasar untuk mengembangkan komunitas merek online mereka. ...... Engagement is an essential factor in maintaining members rsquo; loyalty and participation on an online brand community. The capability of a website environment to influence members engagement together with how each type of online brand community, users-initiated and organisation-initiated can maximise their environment is explored. Articles from various disciplines are used as the base for the conceptual model and propositions. Therefore, the typology suggested by the author can be used by marketers to develop their online brand community.

Abstrak :
Perkembangan pesat online brand community secara global, didukung oleh kemajuan teknologi, telah mendorong banyak perusahaan untuk mengadopsi strategi serupa guna mempertahankan basis konsumen mereka. Salah satu keuntungan dari mengadopsi strategi ini adalah menumbuhkan loyalitas pelanggan dalam jangka panjang. Penelitian ini mengidentifikasi dua jenis produk yang berbeda dimana terdapat online brand community di dalamnya untuk melihat bagaimana pengaruhnya terhadap loyalty intention serta bagaimana pihak brand memanfaatkan wadah ini dengan jalur yang berbeda untuk mendapatkan loyalitas pengguna yang lebih baik. Penelitian dilakukan terhadap 270 responden melalui kuesioner daring dan data dianalisis menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa information quality completeness dan timeliness mempengaruhi customer satisfaction, sedangkan aspek information quality believability dan amount tidak memiliki pengaruh signifikan. Selain itu, aspek-aspek sosial seperti need for social capital bridging, bonding, dan maintaining juga berperan penting dalam meningkatkan customer satisfaction. Lebih lanjut, customer satisfaction juga terbukti berdampak positif pada loyalty intention, bersama dengan relationship commitment yang kuat. Temuan ini memberikan wawasan berharga bagi perusahaan dalam merancang strategi online brand community yang efektif untuk memperkuat hubungan dengan konsumen dan membangun loyalitas yang berkelanjutan. ......The rapid development of online brand communities globally, supported by technological advancements, has prompted many companies to adopt similar strategies to maintain their consumer base. One advantage of adopting this strategy is fostering long-term customer loyalty. This study identifies two different types of products with online brand communities within them to examine their influence on loyalty intention and how brands utilize this platform through different avenues to enhance user loyalty. The research was conducted with 270 respondents through online questionnaires, and the data were analyzed using SmartPLS 4. The results show that information quality completeness and timeliness affect customer satisfaction, while aspects of information quality such as believability and amount do not have a significant impact. Additionally, social aspects such as the need for social capital in bridging, bonding, and maintaining also play a crucial role in enhancing customer satisfaction. Furthermore, customer satisfaction has been proven to positively impact loyalty intention, along with strong relationship commitment. These findings provide valuable insights for companies in designing effective online brand community strategies to strengthen relationships with consumers and build sustainable loyalty.

Abstrak :
Tesis ini meneliti pengaruh social media, disini yang diteliti adalah official Twitter dari Prabowo Subianto terhadap intention to vote pada follower sTwitter dari Twitter @prabowo08. Penulis juga melihat benefit dari Twitter politik yang dibuat Prabowo Subianto. Namun dalam melakukan penelitian ini , penulis juga melihat efek dari mediating variable yaitu candidate image evaluation dan community participation pada followers @prabowo08. Metode yang digunakan dalam penelitian ini adalah metode survey (kuesioner) dalam berntuk online dan offline terhadap followers Prabowo Subianto. Hasil dari penelitian ini menunjukan bahwa social media Twitter @prabowo08memiliki pengaruh positif dan benefit dari Twitterterhadap candidate image evaluation Prabowo subianto. Selanjutnya candidate image evaluation berpengaruh pada community participation (followers). Lalu community participationberpengaruh positif terhadap intention to vote. Dan social media memiliki pengaruh langsung terhadap intention to vote. Dapat dilihat Twitter sebagai social media yang digunakan Prabowo sebagai sarana pemasaran politik memiliki pengaruh positif dan benefit dari Twitterterhadap intention to vote terhadap Prabowo Subianto pada Pilpres 2014. ......This thesis examines the influence of social media , here studied is the official Twitter of Prabowo intention to vote against the Twitter followers of Twitter @ prabowo08 . The author also saw the benefits of Twitter made political Prabowo. But in doing this research , the authors also looked at the effects of mediating variables, namely candidate perceived brand and community participation in followers @ prabowo08. The method used in this study is a survey method ( questionnaire ) in the online and offline berntuk against Prabowo followers . The results of this study indicate that social media Twitter @ prabowo08 have a positive influence and benefit from Twitter to the candidate Prabowo perceived image. Furthermore, candidate image perceived effect on community participation ( followers ) . Then community participation has a positive effect on intention to vote . And social media has a direct influence on the intention to vote. Can be viewed Twitter as a social media marketing is used as a means of political Prabowo has a positive influence and benefit from Twitter to the intention to vote against Prabowo on the 2014 presidential election.