Pengaruh keterlibatan media sosial instagram dalam unggahan #tukudirumah terhadap loyalitas pelanggan = The effect of Instagram social media engagement in #tukudirumah towards the customer loyalty

Astari, Ruli Wahyu (2021) Pengaruh keterlibatan media sosial instagram dalam unggahan #tukudirumah terhadap loyalitas pelanggan = The effect of Instagram social media engagement in #tukudirumah towards the customer loyalty. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

WHO telah menetapkan status Pandemi Covid-19 pada bulan Maret 2020. Hal ini berdampak pada penetapan kebijakan PSBB oleh Gubernur DKI Jakarta. Kebijakan PSBB memengaruhi segala sektor, termasuk Industri Kecil Menengah (IKM) salah satunya adalah Toko Kopi Tuku. Toko Kopi Tuku mulai fokus melakukan pemasaran online dengan memproduksi kopi literan mengusung kampanye #tukudirumah dalam media sosial Instagramnya. Hal ini dilakukan agar Kopi Tuku tetap dapat dinikmati pelanggan meskipun dalam masa PSBB. Penelitian ini menggunakan metode kuantitatif ekplanatif dengan tujuan untuk mengukur seberapa besar pengaruh keterlibatan media sosial Instagram dalam unggahan #tukudirumah terhadap loyalitas pelanggan. Populasi pada penelitian ini adalah followers akun Instagram Toko Kopi Tuku yang berjumlah 68.700, teknik sampling yang digunakan adalah non-probability sampling dengan pendekatan purposive sampling menggunakan perhitungan rumus Slovin dengan tingkat presisi 10% dan menghasilkan jumlah sampel 100 responden. Teknik analisis data yang digunakan pada penelitian ini adalah uji regresi linear untuk mengukur pengaruh keterlibatan media sosial terhadap loyalitas pelanggan Toko Kopi Tuku. Hasil penelitian menunjukkan bahwa keterlibatan media sosial memiliki pengaruh sebesar 45.1% terhadap loyalitas pelanggan Toko Kopi Tuku sehingga mengonfirmasi Uses and Gratification Theory. Penelitian selanjutnya diharapkan dapat mengkaji lebih luas mengenai cara agar dapat mempertahankan loyalitas pelanggan dengan pemanfaatan teknologi digital lainnya. / WHO determined the status of the Covid-19 Pandemic in March 2020. This impacted the stipulation of Social Distancing (PSBB) policy by the Governor of DKI Jakarta. The PSBB policy affects all sectors, including small industries, such as Toko Kopi Tuku. Toko Kopi Tuku focus on online marketing by producing literal coffee with a campaign #tukudirumah in their Instagram social media. So, that can still be enjoyed by the customers even it is in the Social Distancing Policy period. This research uses explanative quantitative method to determine the effect of social media engagement in #tukudirumah towards the customer loyalty. The population of this research is Toko Kopi Tuku Instagram followers which is 68,700. Sampling technique applied is non-probability sampling with a purposive sampling approach using the Slovin formula with a 10% precision level whereby 100 respondents are used as sample. Next, the simple linear regression technique is applied to measure the effect of social media engagement towards their customer loyalty. The results of this research shows that social media engagement had an effect towards customer loyalty by 45.1%, which confirmed a Uses and Gratification Theory. Future research is expected to study more broadly about ways to maintain customer loyalty by utilizing other digital technologies.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Astari, Ruli WahyuNIM01045170030ruliastarii@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorStefany, StellaNIDN0312088604Stella.stefany@uph.edu
Uncontrolled Keywords: keterlibatan media sosial; loyalitas pelanggan; toko kopi tuku; teori uses and gratification
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 4938 not found.
Date Deposited: 03 Feb 2021 05:29
Last Modified: 23 Feb 2022 05:56
URI: http://repository.uph.edu/id/eprint/14952

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