Pengaruh perilaku keterlibatan media sosial instagram Garuda Indonesia dalam kampanye #BecauseYouMatter terhadap loyalitas pelanggan di masa covid-19 = The Effect of Social Media Engagement Behaviour on Instagram Garuda Indonesia in #BecauseYouMatter Campaign towards Customer Loyalty during Covid-19 Pandemic

Siahaan, Christina Nadya Aldesta (2022) Pengaruh perilaku keterlibatan media sosial instagram Garuda Indonesia dalam kampanye #BecauseYouMatter terhadap loyalitas pelanggan di masa covid-19 = The Effect of Social Media Engagement Behaviour on Instagram Garuda Indonesia in #BecauseYouMatter Campaign towards Customer Loyalty during Covid-19 Pandemic. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kehadiran aplikasi Instagram menjadi media sosial yang banyak digunakan oleh masyarakat Indonesia. Hal ini dimanfaatkan oleh Garuda Indonesia unuk mengomunikasikan strategi promosinya. Salah satunya adalah kampanye #BecauseYouMatter yang bertujuan agar pelanggan tidak perlu khawatir lagi untuk melakukan perjalanan udara di masa pandemi Covid-19 dengan konsep dan layanan yang diberikan. Fokus penelitian ini adalah menelaah pengaruh perilaku keterlibatan media sosial Instagram Garuda Indonesia dalam kampanye #BecauseYouMatter terhadap loyalitas pelanggan di masa pandemi Covid-19 dengan menggunakan analisis teori Uses and Gratification. Pendekatan penelitian yang digunakan yaitu kuantitatif eksplanatif dengan metode purposive non-probability sampling. Teknik sampling menggunakan formula rumus Slovin dengan tingkat kesalahan 10% dengan total 100 responden yang memenuhi kriteria. Teknik analisa data dengan evaluasi model struktural menggunakan Smart PLS dan analisis korelasi Bivariate Pearson dan data deskriptif menggunakan SPSS Statistics. Hasil penelitian menunjukkan bahwa terdapat korelasi yang kuat antara perilaku keterlibatan media sosial Instagram dalam kampanye #BecauseYouMatter dengan loyalitas pelanggan di masa pandemi Covid-19 sebesar 52,2%. Selain itu, hasil penelitian menunjukkan meskipun terdapat pengaruh sebesar 27,8% antara perilaku keterlibatan media sosial Instagram dalam kampanye #BecauseYouMatter terhadap loyalitas pelanggan di masa pandemi Covid-19, namun pengaruhnya tidak signifikan. Hasil penelitian juga menunjukkan bahwa frekuensi terbesar dari perilaku keterlibatan media sosial terhadap loyalitas pelanggan adalah consuming, yaitu melihat unggahan video dan membaca unggahan tentang kampanye #BecauseYouMatter. Dengan demikian, perilaku keterlibatan media sosial tersebut menjadikan kampanye #BecauseYouMatter diterima oleh pelanggan dengan antusias tinggi melalui pesan-pesan yang dikemas dalam sebuah unggahan./The presence of the Instagram application makes that social media the most used by people in Indonesia. Garuda Indonesia looking forward to used Instagram to communicate promotional strategy. One of them is #BecauseYouMatter campaign which aims to make customers no longer have to worry about air travel during the Covid-19 pandemic with the concepts and services provided. The focus of this research is to examine the effect of social media engagement behavior on social media Instagram Garuda Indonesia in #BecauseYouMatter campaign towards customer loyalty during Covid-19 pandemic using Uses and Gratification theory analysis. Quantitative explanatory with purposive non-probability sampling were chosen as the method in this research. The sample size using Slovin’s formula with 10% of margin error generate 100 responden who met the criteria were taken to be analyzed. The analysis for inner model evaluation using Smart PLS and analysis for correlation Bivariate Pearson and to describe some demographic data using SPSS Statistics. The results show that there are a strong correlation between social media engagement behavior on social media Instagram Garuda Indonesia in #BecauseYouMatter campaign with customer loyalty during Covid-19 pandemic by 52,2%. In addition, the results of the study show that although there are an effect by 27,8% of social media engagement behavior on Instagram Garuda Indonesia in #BecauseYouMatter campaign towards customer loyalty during Covid-19 pandemic, but the effect was not significant. The results also show that the largest frequency of social media engagement behavior towards customer loyalty was consuming, namely viewing content videos and reading content about the #BecauseYouMatter campaign. Thus, social media engagement behavior makes the #BecauseYouMatter campaign received by customers with high enthusiasm through messages packaged in a contents.

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