Syazita, Filza (2019) Pengaruh Source Credibility DANCOW Experts Sharing Pada Media Sosial DANCOW. Sarjana thesis, Universitas Brawijaya.
Abstract
Kredibilitas komunikator (source credibility) memiliki peran penting dalam memberikan pengaruh pada penerimaan pesan. Brand DANCOW membuat sebuah program pada akun media sosialnya yaitu DANCOW Experts Sharing yang membantu followers DANCOW mendapatkan informasi mengenai parenting dari DANCOW Experts. Kredibilitas para experts menjadi penting dalam meningkatkan customer engagement karena peran experts sebagai sumber informasi yang menjawab pertanyaan followers DANCOW mengenai parenting. Customer engagement merupakan sebuah tahap ketika fisik, kognitif, dan emosi pelanggan muncul pada hubungan dengan pelayanan perusahaan atau organisasi. Media sosial menyediakan kesempatan untuk menghubungkan pelanggan, sehingga menciptakan kebutuhan dari konsep customer engagement. Tujuan dalam penelitian ini adalah untuk melihat pengaruh source credibility DANCOW Experts Sharing terhadap customer engagement pada media sosial DANCOW. Variabel independen yang diuji dalam penelitian ini adalah source credibility dengan indikator expertise dan trustworthiness yang diuji pengaruhnya terhadap variabel dependen yaitu customer engagement pada media sosial DANCOW. Populasi dalam penelitian ini sebanyak 132 orang yang terdiri followers akun Instagram resmi DANCOW dan visitors dari fan page Facebook DANCOW yang telah memberikan pertanyaan dalam program DANCOW Expert tanggal 25 Juli 2018 dengan tema “Si Kecil sedang aktif – aktifnya tapi susah makan?” bersama DANCOW Experts yaitu DR. Rita Ramayulis, DPC, M.Kes. Hasil penelitian ini menunjukkan bahwa variabel source credibility berpengaruh signifikan terhadap customer engagement. Expertise merupakan indikator source credibility yang paling dominan dan memiliki pengaruh terhadap customer engagement pada media sosial DANCOW.
English Abstract
Source credibility has an important role to influence the message. DANCOW has made a program on their social media called DANCOW Experts Sharing which is helping their followers to receive some information about parenting from the DANCOW Experts itself. The credibility of their experts is important to enhance customer engagement because the role of experts as the information source who answer all the questions by DANCOW’s followers about parenting. Customer engagement is the level of a customer’s physical, cognitive, and emotional presence in their relationship with a service organization. Social media provides the opportunity to reach the customer, thus it established the needs of customer engagement’s concept. This study aimed to determine the source credibility of DANCOW Experts Sharing who can influence customer engagement of DANCOW’s social media. The independent variable in this research is source credibility along with two indicators which are expertise and trustworthiness. These two indicators have been tested their influence to dependent variable that is customer engagement of DANCOW’s social media. The population in this research was the followers of DANCOW’s Instagram and visitors of DANCOW’s Facebook Page who had given a question at DANCOW Experts Sharing’s “Si Kecil sedang aktif – aktifnya tapi susah makan?” on July 25th 2018 with Dr. Rita Ramayulis, DCN, M.kes, the total amount of the followers and visitors are 132 people. The results showed that source credibility variable significantly affected customer engagement. Expertise is the most dominant indicator of source credibility and also it influences customer engagement of DANCOW’s social media.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/38/051902410 |
| Uncontrolled Keywords: | source credibility, customer engagement, DANCOW, DANCOW Experts Sharing |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.24 Content |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 06 Jun 2020 01:43 |
| Last Modified: | 06 Jun 2020 01:43 |
| URI: | http://repository.ub.ac.id/id/eprint/169016 |
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