The effect of social media, advertising and brand image on customer satisfaction at PT. Roceo Global Indonesia, Medan

Neoman, Sherly (2022) The effect of social media, advertising and brand image on customer satisfaction at PT. Roceo Global Indonesia, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In today’s era, people prioritize self-care, with a particular emphasis on skin health. This drives people to strive for healthy and glowing skin. Of course, PT Roceo is here to assist with body care in a good quality with the intention to reach a high level of customer satisfaction. However, there are some issues that consists in each variable. First, is the social media being not consistent in uploading the content and the advertisement is lack of variation as well as the platform used. And last, the brand image has issue in packaging and the Roceo’s initial image is slowly swift. The primary goal of this study is to determine whether factors such as social media, advertising, and brand image have an impact on customer satisfaction at PT Roceo Global Indonesia, Medan. PT Roceo Global Indonesia is a company that operates in the skincare industry, such as skincare and body serum. The sample consists of 100 people by using the snowball sampling technique. This study used quantitative research and a causal analysis method. Data is gathered through the distribution of questionnaires and interviews. And the analysis method by multiple linear regression. The F-Test result indicates that social media, advertising and brand image have simultaneous effect on customer satisfaction at PT Roceo Global Indonesia, Medan. The outcome of T-Test also determined that social media has a partial effect on customer satisfaction, advertising has a partial effect on customer satisfaction and brand image has a partial effect on customer satisfaction. The recommendation written in this study is on improving the neatness of social media by focusing on the content shared on Instagram. To improve the advertising, the writer suggests expanding the advertisement on radio, television or billboard as well as brand image need to be maintained and produce new release product./ Di era sekarang ini, masyarakat mengutamakan perawatan diri, dengan menitikberatkan pada kesehatan kulit. Ini mendorong orang untuk berjuang untuk mendapatkan kulit yang sehat dan bercahaya. Tentu saja, PT Roceo hadir untuk membantu perawatan tubuh dengan kualitas yang baik dengan maksud untuk mencapai tingkat kepuasan pelanggan yang tinggi. Namun, ada beberapa masalah yang terkandung di setiap variabel. Pertama, media sosial tidak konsisten dalam mengunggah konten dan iklan yang kurang bervariasi serta platform yang digunakan. Dan terakhir, citra merek memiliki masalah dalam pengemasan dan citra awal Roceo perlahan-lahan berubah. Tujuan utama dari penelitian ini adalah untuk mengetahui apakah faktor-faktor seperti media sosial, iklan, dan citra merek berpengaruh terhadap kepuasan pelanggan pada PT Roceo Global Indonesia, Medan. PT Roceo Global Indonesia adalah perusahaan yang bergerak di bidang industri perawatan kulit, seperti perawatan kulit dan serum tubuh. Sampel berjumlah 100 orang dengan menggunakan teknik snowball sampling. Penelitian ini menggunakan penelitian kuantitatif dan metode analisis kausal. Pengumpulan data dilakukan melalui penyebaran kuesioner dan wawancara. Dan metode analisisnya dengan regresi linier berganda. Hasil Uji-F menunjukkan bahwa media sosial, iklan dan citra merek berpengaruh secara simultan terhadap kepuasan pelanggan pada PT Roceo Global Indonesia, Medan. Hasil T-Test juga menentukan bahwa media sosial berpengaruh parsial terhadap kepuasan pelanggan, iklan berpengaruh parsial terhadap kepuasan pelanggan dan citra merek berpengaruh parsial terhadap kepuasan pelanggan. Rekomendasi yang ditulis dalam penelitian ini adalah meningkatkan kerapian media sosial dengan fokus pada konten yang dibagikan di Instagram. Untuk meningkatkan iklan, penulis menyarankan untuk memperluas iklan di radio, televisi atau billboard serta citra merek perlu dipertahankan dan menghasilkan produk rilisan terbaru.

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