Setiadi, Dedi (2018) Analisis Faktor Advantageous Campaign, Relevant Content, Popular Content, Frequently Update Content, Various Platform And Application Terhadap Brand Loyalty Pada Bonolo.Id. Sarjana thesis, Universitas Brawijaya.
Abstract
Bonolo merupakan perusahaan e-commerce yang berjalan dibidang pakaian batik menggunakan media sosial sebagai salah satu alat pemasaran. Dengan banyaknya jenis media sosial yang digunakan, Bonolo memilih Instagram sebagai media pemasaran. Tujuan penelitian ini untuk mengetahui pengaruh pemasaran media sosial terhadap loyalitas merek pada akun media sosial Instagram bonolo.id. Dalam penelitian ini, yang menjadi populasi penelitian adalah pelanggan bonolo yang mengikuti akun instagram bonolo.id dan sudah pernah membeli. Jumlah responden dalam penelitian ini sebanyak 100 responden yang dipilih menggunakan metode purposive sampling. Sebelum kuesioner disebar, dilakukan pilot study kepada responden yang sesuai kriteria. Hasil pengujian validitas terdapat 1 item tidak valid yaitu PC1, dan setelah item dihapus hasil reliabilitas memperlihatkan bahwa item penelitian ini telah reliabel dengan nilai 0,828. Data yang terkumpul sebanyak 110 responden tetapi hanya 100 responden dipilih untuk dianalisis menggunakan regresi linier berganda. Hasil uji asumsi klasik memperlihatkan bahwa data penelitian bersifat normal, serta terbebas dari autokorelasi dan heteroskedastisitas. Hasil penelitian ini memperlihatkan bahwa variabel advantageous campaign memiliki nilai pengaruh t dan sig. (2,751 dan 0,007), popular content memiliki nilai pengaruh t dan sig. (2,080 dan 0,040), frequently update content memiliki nilai pengaruh t dan sig. (2,570 dan 0,012) bahwa ketiga variabel memiliki pengaruh secara parsial dan signifikan terhadap brand loyalty. Sementara variabel relevant content memiliki nilai pengaruh t dan sig. (-0,490 dan 0,625) dan various platforms and applications memiliki nilai pengaruh t dan sig. (-0,1683 dan 0,96) bahwa kedua variabel tidak memiliki pengaruh secara parsial dan signifikan terhadap brand loyalty.
English Abstract
Bonolo is an e-commerce company that runs in the batik clothes are using social media as one of the marketing tools. With so many types of social media being used, Bonolo chose Instagram as marketing medium. The purpose of this research is to know the influence of social media marketing towards brand loyalty on social media account Instagram bonolo.id. In this study, which became population research is a customer account that follows instagram bonolo. id and have already bought. The number of respondents in this study is 100 respondents were selected using a purposive sampling method. Before the questionnaires distributed, conducted a pilot study to respondents who fit the criteria. The results of testing the validity there is 1 item not valid i.e. PC1, and after deleted the items the result reliability indicates that this research item has value reliability 0.828. The data collected as many as 110 respondents but only 100 respondents were selected to be analyzed using multiple linear regression. A classic assumption test results indicate that research data are normal, as well as free from autocorrelation and heteroskedastisitas. The results of this study indicate that a variable advantageous campaign has the value the influence of t and sig (2.751 and 0.007), popular content has value the influence of t and sig (2.080 and 0.040), frequently updated content have value the influence of t and sig (2.570 and 0.012). The third variables that have an influence in partial and significantly to brand loyalty. While variables relevant content have value the influence of t and sig (-0.490 and 0.625) and various platforms and applications have the influence of t and sig (-0.96 and 0.1683) both variables have no influence in partial and significantly to brand loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/710/051808623 |
| Uncontrolled Keywords: | loyalitas merek, pemasaran media sosial, advantageous campaign, relevant content, popular content, frequently update content, various platforms and applications. brand loyalty, social media marketing, advantageous campaign, relevant content, popular content, frequently update content, various platforms and applications. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 14 Jan 2019 03:32 |
| Last Modified: | 22 Oct 2021 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/13627 |
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