Pengaruh social media marketing elements terhadap consumer brand-engagement dan brand knowledge pada Kopi Kulo

Pangarian, Doan P. (2022) Pengaruh social media marketing elements terhadap consumer brand-engagement dan brand knowledge pada Kopi Kulo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh antara elemen Social Media Marketing terhadap Keterikatan Hubungan Merek-Konsumen, Kesadaran Merek dan Citra Merek pada Merek Kulo. Objek penelitian ini adalah media sosial Kopi Kulo dengan subjek penelitian ini yaitu seluruh masyarakat yang berdomisili di Indonesia yang pernah mengunjungi dan melihat instagram atau media sosial dari Kopi Kulo. Dalam penelitian ini menggunakan metode sampling yaitu purposive sampling dengan teknik non probability sampling yaitu purposive sampling dengan kriteria konsumen yang pernah mengunjungi Kopi Kulo dan melihat postingan di sosial media Kopi Kulo. Data penelitian ini diperoleh dan dikumpulkan dengan menyebarkan kuesioner skala likert (1-5) secara online menggunakan google form kepada 220 responden. Analisis data dilakukan dengan metode PLS-SEM menggunakan program SmartPLS. Hasil penelitian ini adalah entertainment, interaction, dan E-WOM berpengaruh terhadap CBE, dan CBE berpengaruh terhadap brand awareness dan brand image pada Kopi Kulo Indonesia. / This study aims to analyze and examine the effect of the elements of Social Media Marketing on Consumer Brand Engagement, Brand Awareness and Brand Image on the Kulo Brand. The object of this research is Kopi Kulo's social media with the subject of this research, namely all people who live in Indonesia who have visited and viewed the Instagram or social media of Kopi Kulo. This study uses a sampling method, namely purposive sampling with a non-probability sampling technique, namely purposive sampling with the criteria of consumers who have visited Kopi Kulo and saw posts on Kopi Kulo's social media. The data of this research were obtained and collected by spreading the Likert scale (1-5) distribution online using google form to 220 respondents. Data analysis was carried out using the PLS-SEM method using the SmartPLS program. The results of this study are entertainment, interaction, and E-WOM have an effect on CBE, and CBE has an effect on brand awareness and brand image in Kopi Kulo Indonesia.

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