Imron, Ahmad Syaifulloh (2018) Analisis Pengaruh Pemasaran Media Sosial Terhadap Loyalitas Konsumen: Studi Pada Transportasi Online (Go-Jek Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini persaingan antar penyedia jasa transportasi online semakin ketat. Fokus dan target pemasaran saat ini telah berubah, yang pada awalnya bagaimana perusahaan mendapatkan konsumen baru, telah berubah menjadi bagaimana perusahaan menjaga agar konsumen tetap setia. Salah satu strategi yang bisa digunakan oleh perusahaan adalah dengan memanfaatkan media sosial. Go-Jek Indonesia merupakan penyedia jasa transportasi online yang aktif melakukan customer relationship management melalui pemasaran media sosial untuk memperoleh loyalitas konsumen. Loyalitas konsumen dipengaruhi secara positif ketika perusahaan melakukan advantageous campaigns, relevant content, popular contents, various platforms and applications, frequently update content pada media sosial. Penelitian ini melakukan pengujian terkait hubungan antara pemasaran media sosial dengan loyalitas konsumen menggunakan analisis regresi linier berganda. Responden dari penelitian ini adalah pengguna Go-Jek yang mengikuti official akun Instagram Go-Jek. Pengumpulan data dilakukan menggunakan teknik simple random sampling. Hasil dari uji t menunjukkan advantageous campaigns dengan nilai t hitung 4,073 dan frequently update content dengan nilai t hitung 5,092 memiliki pengaruh signifikan terhadap loyalitas konsumen. Sedangkan relevant content nilai t hitung -2,013 dan popular contents nilai t hitung 0,967 tidak berpengaruh signifikan terhadap loyalitas konsumen. Dan hasil uji f dengan nilai f hitung 28,400 menunjukkan variabel independent berpengaruh secara simultan atau bersama-sama terhadap loyalitas konsumen. Variabel independent yang digunakan pada penelitian ini berkontribusi sebesar 34,6% terhadap loyalitas konsumen Go-Jek.
English Abstract
Nowadays the competition between online transportation service providers is getting tighter. The focus and current marketing targets have changed, which at first how companies get new customers, has turned into how companies keep customer s loyal. One strategy that can be used by companies is to utilize social media. Go-Jek Indonesia is an online transportation service provider that actively conducts customer relationship management through social media marketing to gain customer loyalty. Customer loyalty is positively influenced when companies do advantageous campaigns, relevant content, popular contents, various platforms and applications, frequently updated content on social media. This study tested the relationship between social media marketing and customer loyalty using multiple linear regression analysis. Respondents from this study are Go-Jek users who follow official account Instagram Go-Jek. The data were collected using simple random sampling technique. Result of t test, show advantageous campaigns with t count 4,073 and frequent update content with t count 5,092 have significant influence to customer loyalty. While the relevant content t count -2.013 and popular contents t count 0.967 does’nt significantly affect customer loyalty. And the result of f test with the value of f count 28,400 shows the independent variable simultaneously affect or together to customer loyalty. The independent variables used in this study contributed 34.6% to Go-Jek customer loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/36/051800817 |
| Uncontrolled Keywords: | Advantageous Campaigns, Relevant Content, Popular Contents, Various Platforms And Applications, Frequently Update Content, Loyalitas Konsumen, Go-Jek |
| Subjects: | 000 Computer science, information and general works > 005 Computer programming, programs, data > 005.4 Systems programming and programs > 005.43 Systems programs |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 28 Jun 2018 07:19 |
| Last Modified: | 26 Oct 2021 09:13 |
| URI: | http://repository.ub.ac.id/id/eprint/11740 |
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