Pengaruh Customer Engagement Terhadap Kepercayaan Merek (Survei Pada Followers Social Media Instagram @strudelmalang)

Mahandy, Sona Rhei (2018) Pengaruh Customer Engagement Terhadap Kepercayaan Merek (Survei Pada Followers Social Media Instagram @strudelmalang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan menguji dan menjelaskan pengaruh secara simultan (bersama-sama) dan parsial Customer Engangement terhadap Kepercayaan Merek pada followers Social Media Instagram @strudelmalang, Kota Malang. Variabel independen pada penelitian ini ialah Cognitive Attachment (X1), Attitudinal Attachment (X2), Behavioral Attachment (X3). Variabel dependen pada penelitian ini ialah Kepercayaan Merek (Y). Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel 115 orang pada followers Social media Instagram @strudelmalang. Metode pengumpulan data yang digunakan ialah kuesioner dan wawancara. Teknik analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif dan analisis statistik inferensial dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Cognitive Attachment (X1), Attitudinal Attachment (X2), dan Behavioral Attachment (X3) berpengaruh signifikan secara simultan (bersama-sama) terhadap Kepercayaan Merek (Y) yang dapat dilihat dari nilai sig. F (0,000) < sig. α (0,05) dan nilai Adjusted R Square sebesar 0,533 atau 53,3%. Hal ini menunjukkan bahwa Customer Engagement yang terdiri dari variabel Cognitive Attachment (X1), Attitudinal Attachment (X2), dan Behavioral Attachment (X3) sebesar 53,3% dapat mempengaruhi Kepercayaan Merek (Y). Secara parsial, Cognitive Attachment (X1) berpengaruh signifikan terhadap Kepercayaan Merek (Y) dengan nilai sig. t (0,017) > sig. α (0,05), Attitudinal Attachment (X2) berpengaruh signifikan terhadap Kepercayaan Merek (Y) dengan nilai sig. t (0,027) < sig. α (0,05), dan Behavioral Attachment (X3) berpengaruh signifikan terhadap Kepercayaan Merek (Y) dengan nilai sig. t (0,000) < sig. α (0,05).

English Abstract

This research aims to test and explain the influence of Customer Engagement on Brand Trust simultaneously and partially on followers Social Media Instagram @strudelmalang. Independent variables in this research are Cognitive Attachment (X1), Attitudinal Attachment (X2), and Behavioral Attachment (X3). Dependent variable in this research is Brand Trust (Y). This type of research used explanatory research with a quantitative approach. The sampling technique used purposive sampling with a sample of 115 people followers Social Media Instagram @strudelmalang. Data collection methods used questionnaire and interview. Data analysis techniques used in this research are descriptive statistical analysis and inferential statistical analysis by using multiple linear regression analysis. The results of this research indicate that Cognitive Attachment(X1), Attitudinal Attachment (X2), and Behavioral Attachment (X3) are simultaneously have a significant effect on Brand Trust (Y) which can be seen from the significance value F (0,000) < α (0,05) and Adjusted R Square value is 0,533 or 53,3%. This means that 53,3% of Customer Engagement consisting of Cognitive Attachment (X1), Attitudinal Attachment (X2), and Behavioral Attachment (X3) can affect Brand Trust (Y). Partially, Cognitive Attachment (X1) significantly influential on Brand Trust (Y) with a significance value t (0,017) > α (0,05), Attitudinal Attachment (X2) significantly influential on Brand Trust (Y) with a significance value t (0,027) < α (0,05), and Behavioral Attachment (X3) significantly influential on Brand Trust (Y) with a significance value t (0,000) < sig. α (0,05).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/202/051803645
Uncontrolled Keywords: Customer Engagement, Cognitive Attachment, Attitudinal Attachment, Behavioral Attachment dan Kepercayaan Merek
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 16 May 2018 02:59
Last Modified: 26 Oct 2021 08:27
URI: http://repository.ub.ac.id/id/eprint/10570
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