The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

Lafi Afifah; Arianis Chan; Healthy Nirmalasari

doi:10.17977/um042v25i1p38-52

The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

Lafi Afifah, Arianis Chan, Healthy Nirmalasari

Abstract

This research aims to study and determine about the condition of customer engagement social media, the condition of brand loyalty on Indosat Ooredoo and effects of customer engagement social media to brand loyalty on Indosat Ooredoo. The research method that used is descriptive research and the design of research is survey. The sampling technique that used is non-probability sampling and done by using purposive sampling with 300 respondents. Meanwhile, data analysis that used is simple linear regression-analysis, the coefficient of determination, and hypothesis testing.The result of this study shown the condition of customer engagement and brand loyalty on Indosat Ooredoo has been good. Furthermore, there is significant effect from customer engagement social media to brand loyalty on Indosat Ooredoo at medium level. It is mean every increasing from customer engagement will impact to increasing on brand loyalty.

Full Text:

PDF

References

Aaker, A., & David A. (2013). Manajemen Ekuitas Merek. Alih Bahasa: Aris Ananda. Jakarta: Spektrum Mitra Utama.

APJII dan Teknopreneur. (2017). Penetrasi dan Perilaku Pengguna Internet Indonesia 2017. https://apjii.or.id/survei2017. Diakses 18 Agustus 2018

Atanasova, A. (2016). Gender Spesific Behaviors On Social Media And What They Mean For Online Communication. http://www.socialmediatoday.com/social-network/gender-specific-behaviors-social-media-and-what-they-mean-online-communications- Diakses tanggal 09 Maret 2019

Brodie, R..J., Illic, A., Juric, B., Hollebeek, L. (2013). Consumer Engagement in A Virtual Brand Community: An Explaratory Analysis. Journal of Business Research, 66 (1) : 105–114

Brodie RJ, Hollebeek L, Juric B, Ilic A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions and Implications for research. Journal of ServiceResearch, 14 (3):1–20.

Facebook IM3 Ooredoo. (2018). Registrasi ulang kartu prabayar IM3 Ooredoo. (Online. https://www.facebook.com/IM3Ooredoo/videos/10156211294152948/. Diakses pada tanggal 14 Oktober 2018.

Giddens. (2002). Customer Loyalty Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Ahli Bahasa: Dwi Kartini Jaya. Edisi dan Terbaru. Erlangga. Jakarta.

Gounaris, S., & Stathakopoulus, V. (2004). Antecedent and Consequences of Brand Loyalty, an empeical Study. Jurnal of Brand Management, 11(4), 283-307.

Harigan, P., Evers, U., Miles, M. & Daly, T. (2017). Customer Engagement With Tourism Social Media Brands. Tourism Management, 59: 597-609

Hollebeek L. D. (2011). Demystifying customer brand engagement: exploring the loyalty nexus. Journal of Marketing Management. 27(7/8):785–807.

Hollebeek L.D., Glynn, M.S., & Brodie, R.J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28 (2): 149–165

Indosat Ooredoo. (2017). Laporan Tahunan Indosat 2017. (Pdf). https://indosatooredoo.com/id/investor-relation/informasi-keuangan/laporan-tahunan Diakses pada tanggal 14 Oktober 2018.

Indosat Ooredoo. (2016). Laporan Tahunan Indosat 2016. (Pdf). https://indosatooredoo.com/id/investor-relation/informasi-keuangan/laporan-tahunan Diakses pada tanggal 14 Oktober 2018.

Indosat Ooredoo. (2015). Laporan Tahunan Indosat 2015. (Pdf). https://indosatooredoo.com/id/investor-relation/informasi-keuangan/laporan-tahunan Diakses pada tanggal 14 Oktober 2018.

Indosat Ooredoo. IM3 Ooredoo Instagram official account. https://www.instagram.com/im3ooredoo/ Diakses pada tanggal 14 Oktober 2018.

Indosat Ooredoo. (2018). IM3 Ooredoo Twitter official account. https://twitter.com/IM3Ooredoo. Diakses pada tanggal 14 Oktober 2018.

Indosat Ooredoo. (2018). IM3 Ooredoo Facebook official account. https://www.facebook.com/IM3Ooredoo/. Diakses pada tanggal 14 Oktober 2018

Indosat Ooredoo. (2018). IM3 Ooredoo youtube official account. https://www.youtube.com/user/ptindosat Diakses pada tanggal 14 Oktober 2018

Indosat fokus tingkatkan kualitas layanan. (2019). https://www.indotelko.com/read/1576141929/indosat-fokus-layanan. Diakses tanggal 29 April 2020

Muchardie B.G., Yudiana N. H., & Gunawan. A. (2016). Effect Of Social Media Marketing On Customer Engagement And Its Impact On Brand Loyalty In Caring Colours Cosmetics, Martha Tilaar: Binus Business Review, 7(1): 83-87

Mollen A., & Wilson, H. (2010). Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of Business Research, 63: 919– 25.

Nammir, D.S.S., Marane, B.M., & Ali, A.M. (2012). Determine The Role of Customer Engagement on Relationship Quality and Relationship Performance. European Journal of Business and Management, 4 (11), 27-36.

Schiffman & Kanuk. (2004). Perilaku Konsumen (edisi 7). Prentice Hall. Jakarta.

Zheng, X., Cheung, C.M.K., Lee, M.K.O., & Liang, L. (2015). Building Brand Loyalty through User Engagement in Online Brand Communities in Social Networking Sites. Information Technology & People, 28 (1), 90-106

DOI: http://dx.doi.org/10.17977/um042v25i1p38-52