Analisis pengaruh perceived benefit of social networking sites terhadap customer equity

Kristina, Wenny (2016) Analisis pengaruh perceived benefit of social networking sites terhadap customer equity. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan – Kemajuan teknologi e-commerce pada saat ini memainkan peran yang penting bagi perusahaan untuk membangun citranya dimata konsumen dan membina hubungan jangka panjang dengan konsumen. Hadirnya situs jejaring sosial menjadi jembatan antara perusahaan dan konsumen, dimana penggunaan situs jejaring sosial di Indonesia sendiri merupakan pengguna paling tinggi di wilayah Asia Tenggara. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh perceived benefit of SNSs terhadap trust in SNSs, yang pada akhirnya dapat mempengaruhi brand trust, brand loyalty dan customer equity. Desain/Metodologi – Penelitian ini merupakan penelitian kualitatif dengan menggunakan metode structrual equation modeling (SEM) sebagai alat analisanya. Kategori produk yang digunakan ialah food & beverage dalam kategori coffee & bakery. Sampel yang didapatkan untuk penelitian ini berjumlah total 311 dimana sampel yang dapat digunakan ialah 270. Setiap sampel yang dipilih harus melalui pertanyaan saringan apakah mereka memiliki akun di situs jejaring sosial dan sering mengunjungi komunitas brand coffee & bakery dalam satu bulan terakhir. Hasil Penelitian – Berdasarkan hasil penelitian, konsumen di DKI Jakarta dan sekitarnya yang merasakan adanya manfaat practical, entertainment dan social dari situs jejaring sosial memiliki kepercayaan pada situs jejaring sosial, sehingga dapat mempengaruhi kepercayaannya akan brand yang memiliki akun di situs jejaring sosial tersebut. Brand trust pada akhirnya akan membuat konsumen memiliki perilaku loyal dengan lebih sering melakukan pembelian pada produk brand tersebut. Implikasi – Perusahaan dapat mengetahui manfaat situs jejaring sosial apa saja yang dapat membuat individu percaya dengan situs jejaring sosial. Sehingga kedepannya perusahaan dapat menciptakan komunitas brand di situs jejaring sosial yang sesuai dengan minat konsumen yang pada akhirnya dapat melahirkan brand trust, brand loyalty dan customer equity / Purpose –Today, the improved e-commerce technology takes an important role for a company to build their image towards customer and builds a long term relationship with their customer. The presence of social networking sites becomes a bridge connecting the company and consumer, while Indonesia has the highest use of social networking sites in South East Asia. The purpose of this research is to find out the impact of perceived benefit of SNSs towards trust in SNSs, which may could affect brand trust, brand loyalty and customer equity. Design/Methodology –This is a quantitative research using structrual equation modeling (SEM) method as its analysis instrument. Product category used is food & beverage in coffee & bakery domain. There are 311 samples collected in total for the research which 270 of them can be used. Every samples chosen have to go through filter questions that asks them whether they have account in social networking sites and often visit coffee & bakery’s brand community in the last one month. Findings –Based upon the result, consumer in Special Capital Region Jakarta and around who experienced the benefit of practical, entertainment and social from social networking sites trust the social networking sites, it affects their belief on the brand that has an account in the social networking sites. Brand trust will finally make consumer loyal by purchasing more often of the brand product. Implication –Company can find out what are the benefits from social networking sites than can make individual trusts the social networking sites. So that in the future the company can create brand community on the social networking sites which suitable with the consumer interest which ultimately brand trust, brand loyalty and customer equity are delivered

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Kristina, WennyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
ContributorHuliselan, Juanna JudithUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Perceived Benefit Of Snss; Practical Benefit Of Snss; Entertainment Benefit Of Snss; Social Benefit Of Snss; Trust In Snss; Brand Trust; Brand Loyalty; Customer Equity
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 08 Jul 2019 08:18
Last Modified: 08 Jul 2019 08:18
URI: http://repository.uph.edu/id/eprint/3829

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