Analisis pengaruh dimensi social media marketing activities terhadap customer loyalty melalui value equity, brand equity, dan relationship equity pada pelanggan Shopee Indonesia di Surabaya = The influence analysis of social media marketing activities dimensions on customer loyalty through value equity, brand equity, and relationship equity to Shopee Indonesia’s customers in Surabaya

Sutrisno, Zatira Yuningwati (2020) Analisis pengaruh dimensi social media marketing activities terhadap customer loyalty melalui value equity, brand equity, dan relationship equity pada pelanggan Shopee Indonesia di Surabaya = The influence analysis of social media marketing activities dimensions on customer loyalty through value equity, brand equity, and relationship equity to Shopee Indonesia’s customers in Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Shopee dapat membuktikan jati diri nya sebagai e-commerce besar yang sukses. Hal tersebut terlihat setelah satu tahun beroperasi sejak tahun 2015, Shopee berhasil melayani transaksi senilai US$ 1,8 miliar (Rp 24 triliun) dengan pertumbuhan sekitar 43% per bulan. Tujuan utama penelitian adalah meneliti customer loyalty pelanggan Shopee Indonesia di Surabaya. Seluruh variabel yang mungkin memengaruhi customer equity driver dari Shopee Indonesia juga dapat diketahui dalam penelitian ini. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh social media marketing activities dengan dimensi interactivity, informativeness, word of mouth, personalization, dan trendiness terhadap customer loyalty melalui value equity, brand equity, dan relationship equity. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh social media marketing activities, value equity, brand equity, dan relationship equity sehingga meningkatkan customer loyalty yang pada akhirnya akan meningkatkan transaksi berkelanjutan dari pelanggan media sosial (Instagram) Shopee Indonesia di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 135 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili Surabaya, pernah berbelanja di Shopee minimal dua kali dalam satu tahun terakhir, pernah berbelanja di e-commerce lainnya dalam satu tahun terakhir, dan mengikuti media sosial (Instagram) Shopee Indonesia dalam tiga bulan terakhir. Hasil penelitian menunjukkan bahwa dimensi interactivity berpengaruh signifikan terhadap social media marketing activities (SMMA) dengan koefisien regresi sebesar 0,756; dimensi informativeness berpengaruh signifikan terhadap SMMA dengan koefisien regresi sebesar 0,759; dimensi word of mouth berpengaruh signifikan terhadap SMMA dengan koefisien regresi sebesar 0,872; dimensi personalization berpengaruh signifikan terhadap SMMA dengan dengan koefisien regresi sebesar 0,922; dimensi trendiness berpengaruh signifikan terhadap SMMA dengan dengan koefisien regresi sebesar 0,849; variabel SMMA berpengaruh signifikan terhadap value equity dengan koefisien regresi sebesar 0,980; variabel SMMA berpengaruh positif tidak signifikan terhadap brand equity dengan koefisien regresi sebesar 0,267; variabel SMMA berpengaruh signifikan terhadap relationship equity dengan koefisien regresi sebesar 0,911; variabel value equity berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0,798; variabel brand equity berpengaruh positif tidak signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0,010; dan variabel relationship equity berpengaruh positif tidak signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0,163. / Shopee can prove itself as a big successful e-commerce company. This can be seen after one year of operation since 2015, Shopee has succeeded in serving transactions worth US $ 1.8 billion (Rp.24 trillion) with a growth of around 43% per month. The main objective of this research is to examine Shopee Indonesia's customer loyalty in Surabaya. All variables that may affect Shopee Indonesia's customer equity driver can also be identified in this study. This study aims to determine how the influence of Social Media Marketing Activities with dimensions of Interactivity, Informativeness, Word of Mouth, Personalization, and Trendiness on Customer Loyalty through Value Equity, Brand Equity, and Relationship Equity. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Social Media Marketing Activities, Value Equity, Brand Equity, and Relationship Equity will increase sustainable transactions from Shopee Indonesia's social media (Instagram) customers in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 135 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, have shopped at Shopee at least twice in the last three months, and have shopped at other e-commerce sites in the last two months. The results showed that the Interactivity dimension significantly affected Social Media Marketing Activities (SMMA) with 0,756 regression coefficient; Informativeness dimension significantly affected SMMA with0,759 regression coefficient; Word of Mouth dimension significantly affected SMMA with 0,872 regression coefficient; Personalization dimension significantly affected SMMA with 0,922 regression coefficient; Trendiness dimension significantly affected SMMA with 0,849 regression coefficient; SMMA significantly affected Value Equity with 0,980 regression coefficient; SMMA insignificantly affected Brand Equity with 0,267 regression coefficient; SMMA variable significantly affected Relationship Equity with 0,911 regression coefficient; Value Equity variable significantly affected Customer Loyalty with 0,798 regression coefficient; Brand Equity variable insignificantly affected Customer Loyalty with 0,010 regression coefficient; and Relationship Equity variable insignificantly affected Customer Loyalty with 0,163 regression coefficient.

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