Artikel Ilmiah : C1H019005 a.n. HELMI ANDRIAN
| NIM | C1H019005 |
|---|---|
| Namamhs | HELMI ANDRIAN |
| Judul Artikel | THE EFFECT OF SOCIAL MEDIA AND VIDEO CONTENT MARKETING ON CUSTOMER ENGGAGEMENT OF FORMULA 1 IN INDONESIA MODERATING BY GENDER |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui pengaruh: (1) media sosial terhadap customer engagement formula 1, (2) Video Content Marketing terhadap Customer Engagement Formula 1 (3) Social Media terhadap Customer Engagement yang dimoderatori oleh Gender, (4) Konten Video Pemasaran pada Keterlibatan Pelanggan yang dimoderatori oleh Gender. Penelitian ini termasuk penelitian kuantitatif. Populasi dalam penelitian ini adalah para penggemar Formula 1 di Indonesia. Sampel yang digunakan adalah purposive sampling dengan kriteria usia diatas 17 tahun, mengikuti media sosial Formula 1/Komunitas/fanspage. telah menonton Drive untuk bertahan hidup dan menonton Formula 1 di tv/tv/platform digital lain atau langsung. Responden dalam penelitian ini adalah 107 penggemar Formula 1 di Indonesia yang memenuhi kriteria. Berdasarkan hasil penelitian dan analisis yang dilakukan dengan menggunakan bantuan Spss menunjukkan bahwa: (1) Media Sosial berpengaruh positif terhadap Customer Engagement, (2) Video Content Marketing berpengaruh positif terhadap Customer Engagement, (3) Media Sosial terhadap Pelanggan Keterlibatan tidak dimoderasi berdasarkan gender, (4) Pemasaran Konten Video pada Customer Engagement Belum dimoderasi berdasarkan Gender |
| Abtrak (Bhs. Inggris) | This study aims to determine the effect of: (1) social media on customer engagement of formula 1, (2) Video Content Marketing on Customer Engagement of Formula 1 (3) Social Media to Customer Engagement moderated by Gender, (4) Video Content Marketing on Customer Engagement moderated by Gender. This research includes quantitative research. The population in this study are Formula 1 fans in indonesia. The sample used is purposive sampling with age criteria above 17 years, following Formula 1 social media /Community/fanspage. have watching Drive to survive and have watching Formula 1 on tv/tv/another digital platform or live. Respondents in this study were 107 Formula 1 fans in indonesia who met the criteria. Based on the results of research and analysis carried out using the help of Spss shows that: (1) Social Media have positive effect on Customer Engagement, (2) Video Content Marketing have positive effect on Customer Engagement, (3) Social media on Customer Enggagement not moderated by gender, (4) Video Content Marketing on Customer Engagement Has not moderated by Gender |
| Kata kunci | Social media, Video Content Marketing, Customer engagement, Gender |
| Pembimbing 1 | Dr. Refius Pradipta Setyanto, S.E., M. Si |
| Pembimbing 2 | Alisa Tri Nawarini, S.E., M.B.A |
| Pembimbing 3 | Chandra Suparno,SE.,M.Si |
| Tahun | 2024 |
| Jumlah Halaman | 12 |
| Tgl. Entri | 2024-06-08 15:01:25.021178 |