Analisis Pengaruh Sosial Media Sebagai Customer Channel dari E-Commerce

Joice, Joice (2019) Analisis Pengaruh Sosial Media Sebagai Customer Channel dari E-Commerce. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisa pengaruh sosial media sebagai Customer Channel dari E-Commerce. Pada figur pertama, Variabel Customer Brand Engagement sebagai variabel independen, dengan Brand Satisfaction sebagai variabel intervening dan Brand Loyalty sebagai variabel dependen. Pada figur kedua, Variabel Customer Brand Engagement sebagai variabel independen, Customer Participation dan Brand Satisfaction sebagai variabel intervening, dan Brand Loyalty sebagai variabel dependen. Sampel penelitian ini diperoleh dari masyarakat Kota Batam pengguna sosial media yang pernah berbelanja online di brand 8woods, Zalora, atau Berrybenka .Metode yang digunakan adalah non-probability sampling. Dari 529 kuisioner yang dibagikan, hanya 500 yang digunakan dalam analisis. Semua data tersebut diuji menggunakan PLS-SEM. Hasil menunjukkan bahwa menyatakan customer participation berpengaruh signifikan positif terhadap brand loyalty dengan brand satisfaction sebagai variabel intervening. customer participation berpengaruh signifikan positif terhadap brand loyalty. customer brand engagement berpengaruh signifikan positif terhadap brand loyalty dengan customer participation dan brand satisfaction sebagai variabel intervening. customer brand engagement tidak berpengaruh signifikan terhadap brand loyalty dengan customer participation sebagai variabel intervening. ********************************************************************** The purpose of this study is to analyze the influence of social media as a customer channel from e-commerce. In the first figure, Variable customer brand engagement as an independent variable, with brand satisfaction as an intervening variable and brand loyalty as the dependent variable. On the second figure, variable customer brand engagement as an independent variable, customer participation and brand satisfaction as intervening variables, and brand loyalty as the dependent variable. The research sample was obtained from the people of Batam City, social media users who had shopped online at the brand 8woods, Zalora, or Berrybenka. The method used was non-probability sampling. Of the 529 questionnaires distributed, only 500 were used in the analysis. All data are tested using PLS-SEM. The results show that stating customer participation has a significant positive effect on brand loyalty with brand satisfaction as an intervening variable. customer participation has a significant positive effect on brand loyalty. customer brand engagement has a positive significant effect on brand loyalty with customer participation and brand satisfaction as an intervening variable. customer brand engagement does not significantly influence brand loyalty with customer participation as an intervening variable.

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