| NIM | C1H020027 |
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| Namamhs | MUHAMMAD AHNAF KHOIRY |
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| Judul Artikel | ANALYSIS OF FACTORS AFFECTING CUSTOMER ENGAGEMENT & CUSTOMER LOYALTY (STUDY ON SOCIAL MEDIA MARKETING AGENCY) |
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| Abstrak (Bhs. Indonesia) | Banyaknya masyarakat Indonesia yang merupakan pengguna sosial media aktif saat ini mengharuskan perusahaan atau pelaku usaha untuk menerapkan strategi pemasaran digital. Karena dalam penerapannya seringkali menemukan banyak kendala jika dikelola sendiri, maka muncul opsi untuk menggunakan jasa agensi sosial media marketing. Sayangnya, seringkali agensi sosial media marketing tidak berhasil memenuhi kebutuhan konsumen dalam pelayanannya sehingga sulit untuk menjaga loyalitas dari para konsumen. Oleh karena itu, berdasarkan permasalahan yang muncul tersebut, penelitian ini dilakukan untuk menguji pengaruh Customer Experience, Customer Trust, dan Customer Satisfaction terhadap Customer Engagement dan Customer Loyalty menggunakan teori Service Dominant Logic (SDL) berdasarkan sudut pandang konsumen. Sampel pada penelitian ini terdiri dari 110 responden yang merupakan perusahaan ataupun individu yang menjadi konsumen dari agensi sosial media marketing, atau yang mengetahui tentang sosial media marketing agensi menggunakan metode non-probability sampling dengan purposive sampling sebagai teknik pengambilan sampelnya. Analisis penelitian yang digunakan dalam penelitian ini adalah Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan software SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa (1) Customer Experience tidak memiliki pengaruh terhadap Customer Engagement, (2) Customer Experience memiliki pengaruh positif terhadap Customer Trust, (3) Customer Experience memiliki pengaruh positif terhadap Customer Satisfaction, (4) Customer Trust memiliki pengaruh positif terhadap Customer Engagement, (5) Customer Satisfaction memiliki pengaruh positif terhadap Customer Engagement, dan (6) Customer Engagement memiliki pengaruh positif terhadap Customer Loyalty. Temuan dari penelitian ini dapat menunjukkan bahwa agensi sosial media marketing di Indonesia dapat menumbuhkan loyalitas pelanggannya dengan cara meningkatkan dan juga memperhatikan keterlibatan, kepuasan, kepercayaan, dan pengalaman dari konsumen dalam pelayanannya |
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| Abtrak (Bhs. Inggris) | The number of Indonesians who are active social media users today requires companies or businesses to implement digital marketing strategies. Since the implementation often finds many obstacles when managed alone, the option arises to use the services of a social media marketing agency. Unfortunately, social media marketing agencies often fail to meet consumer needs in their services, making it difficult to maintain customer loyalty. Therefore, based on the problems that arise, this study was conducted to examine the effect of customer experience, customer trust, and customer satisfaction on customer engagement and customer loyalty using the Service Dominant Logic (SDL) theory based on the consumer's point of view. The sample in this study consisted of 110 respondents who were companies or individuals who were consumers of social media marketing agencies or knew about social media marketing agencies using non-probability sampling method with purposive sampling as the sampling technique. The research analysis used in this research is Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 3.0 software. The results of this study indicate that (1) customer experience has no effect on customer commitment, (2) customer experience has a positive effect on customer trust, (3) customer experience has a positive effect on customer satisfaction, (4) customer trust has a positive effect on customer commitment, (5) customer satisfaction has a positive effect on customer commitment, and (6) customer commitment has a positive effect on customer loyalty. The results of this study can show that social media marketing agencies in Indonesia can promote customer loyalty by increasing and also paying attention to the involvement, satisfaction, trust, and experience of consumers in their services. |
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| Kata kunci | Customer Experience, Customer Trust, Customer Satisfaction, Customer Engagement, Customer Loyalty, Service Dominant Logic, Social Media Marketing Agency |
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| Pembimbing 1 | Dr. Weni Novandari, S.E., M.M. |
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| Pembimbing 2 | - |
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| Pembimbing 3 | - |
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| Tahun | 2025 |
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| Jumlah Halaman | 11 |
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| Tgl. Entri | 2025-02-17 09:48:30.786673 |
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