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All Journal Journal of Economics, Business, & Accountancy Ventura Equilibrium PROSIDING SEMINAR NASIONAL CENDEKIAWAN Asia-Pacific Management and Business Application JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) MATAPPA: Jurnal Pengabdian Kepada Masyarakat Prosiding Seminar Nasional Pakar PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat AJAD : Jurnal Pengabdian kepada Masyarakat Journal of Social Research EKONOMIKA45 JURNAL PENELITIAN DAN KARYA ILMIAH LEMBAGA PENELITIAN UNIVERSITAS TRISAKTI Jurnal Ekonomi Trisakti Jurnal Pengabdian Mandiri JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Business and Entrepreneurial Review JURNAL ABDI MASYARAKAT INDONESIA (JAMIN) Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Renny Risqiani
Universitas Trisakti
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Journal : Equilibrium

 1 
PENGARUH SOCIAL INTERACTIVITY ANTARA CUSTOMER ENGAGEMENT BEHAVIOR DAN BRAND LOYALTY Muhammad Angga Maulana; Nabila Armeinita; Renny Risqiani
Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi Vol 20, No 01 (2023): Equilibrium: Jurnal penelitian Pendidikan dan Ekonomi
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/equi.v20i01.7018

Abstract

AbstractThe study aims to examine the effect of social interactivity between customer engagement behavior and brand loyalty on social media. This research uses a type of quantitative approach. The research method is in the form of a survey using primary data collected by filling out a closed questionnaire using a Likert scale of 1-5. Sampling used purposive sampling with the respondent's criteria, namely Facebook social media users aged 17-30 years. Total respondents who were sampled in this study were 135 active Facebook users. This research was conducted using Structural Equation Modeling (SEM) and processed with the help of SPSS and AMOS software. The results of the study show that (1) Customer Engagement Behavior has a positive effect on company Brand Loyalty on page content on the Facebook social media platform. (2) Customer Engagement Behavior has a positive effect on company Social Interactivity on page content on the Facebook social media platform. (3) Social Interactivity has no positive effect on company Brand Loyalty on page content on the Facebook social media platform.Keywords: social interactivity; customer engagement behavior; brand loyaltyAbstrakPenelitian bertujuan menguji pengaruh social interactivity antara customer engagement behavior dan brand loyalty di media sosial. Penelitian ini menggunakan jenis pendekatan kuantitatif. Metode penelitian dalam bentuk survey menggunakan data primer yang dikumpulkan melalui pengisian kuesioner tertutup menggunakan skala Likert 1-5. Pengambilan sampel menggunakan purposive sampling dengan kriteria responden yaitu pengguna media sosial Facebook berusia 17-30 tahun. Total responden yang menjadi sampel dalam penelitian ini adalah 135 orang pengguna aktif facebook. Penelitian ini dilakukan dengan menggunakan Structural Equation Modelling (SEM) dan diolah dengan bantuan Software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa (1) Customer Engagement Behavior berpengaruh positif terhadap Brand Loyalty perusahaan terhadap konten halaman di platform media sosial facebook. (2) Customer Engagement Behavior berpengaruh positif terhadap Social Interactivity perusahaan terhadap konten halaman di platform media sosial facebook. (3) Social Interactivity tidak berpengaruh positif terhadap Brand Loyalty perusahaan terhadap konten halaman di platform media sosial facebook.Kata kunci: social interactivity; customer engagement behavior; brand loyalty
PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION, TERHADAP REPURCHASE INTENTION PADA RESTORAN CEPAT SAJI M. Fadhil Fausta; Patrick Anderson; Renny Risqiani
Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi Vol 20, No 01 (2023): Equilibrium: Jurnal penelitian Pendidikan dan Ekonomi
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/equi.v20i01.6674

Abstract

AbstractTo create Customer Experience, Customer Satisfaction and Repurchase Intention, one of the fast food restaurants in Indonesia presents self-ordering machine technology that allows consumers to order food independently without having to queue at the cashier. The existence of a self-ordering machine is expected to be able to streamline and shorten the time of ordering food at restaurants. This study aims to determine whether self-ordering machines have a positive impact on customer experience, customer satisfaction, and repurchase intention of fast food restaurant customers. This type of research uses hypothesis testing. The sample used is customers who have ordered food at a fast food restaurant using a self-ordering machine which is included in the generation of Y and Z using the Purposive Sampling technique. Data collection used is primary data collected through surveys. This research was conducted using Structural Equation Modeling (SEM) and processed with the help of SPSS and AMOS software. The results of this study indicate that customer experience has a positive and significant impact on customer satisfaction and repurchase intentions on food purchases at fast food restaurants using their ordering machine. Meanwhile, customer satisfaction has no positive and significant effect on repurchase intention. The results of this study can be used as learning for fast food restaurants to increase repurchase intentions at these fast food restaurants. Keywords    : Customer Experience; Customer satisfaction; Purchase Intentions; Self ordering MachineAbstrak Dalam rangka menciptakan Customer Experience, Customer Satisfaction dan Repurchase Intention, salah satu restoran makanan cepat saji yang ada di Indonesia menghadirkan teknologi mesin Self Ordering yang membuat konsumen dapat memesan makanan secara sendiri tanpa harus antri dikasir. Adanya mesin Self Ordering ini diharapkan meningkatkan efisiensi terutama dalam mempersingkat waktu pemesananan makanan di restoran. Penelitian ini bertujuan untuk mengetahui apakah mesin Self Ordering memiliki dampak yang positif terhadap Customer Experience, Customer Satisfaction dan Repurchase Intention pelanggan restoran makanan cepat saji. Jenis penelitian ini adalah hipotesis testing. Sampel yang digunakan adalah pelanggan yang pernah memesan makanan di restoran makanan cepat saji dengan menggunakan mesin Self ordering yang termasuk dalam generasi Y dan Z dengan menggunakan teknik Purposive Sampling. pengumpulan data yang digunakan adalah data primer yang dikumpulkan melalui survei. Penelitian ini dilakukan dengan menggunakan Structural Equation Modelling (SEM) dan diolah dengan bantuan Software SPSS dan AMOS. Hasil penelitian ini menunjukkan bahwa Customer Experience memiliki dampak positif dan signifikan terhadap Customer Satisfaction dan Repurchase Intention terhadap pembelian makanan di restoran cepat saji dengan menggunakan mesin Self Ordering. Sedangkan Customer Satisfaction tidak berpengaruh positif dan signifikan terhadap Repurchase Intention. Hasil penelitian ini dapat dijadikan pembelajaran untuk restoran makanan cepat saji agar dapat meningkatkan Repurchase Intention pada restoran makanan cepat saji tersebut. Kata Kunci :    Customer Experience; Customer satisfaction; Purchase Intentions; Self ordering Machine
PENGARUH PEMASARAN MEDIA SOSIAL INSTAGRAM TERHADAP CUSTOMER BRAND ENGAGEMENT DAN BRAND LOYALTY Nabilah Nuha Lathifah; Farrah Angelly Siregar; Renny Risqiani
Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi Vol 20, No 02 (2023): EQUILIBRIUM: JURNAL PENELITIAN PENDIDIKAN DAN EKONOMI
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/equi.v20i02.7454

Abstract

AbstrakPemasaran media sosial menjadi salah satu sarana promosi yang efektif bagi berbagai brand. Salah satu media sosial yaitu Instagram yang paling banyak digunakan pengguna karena terdapat fitur-fitur dan kesempatan untuk membuat konten visual yang dapat menarik perhatian pengguna lain. Seiring maraknya “local pride”, kosmetik lokal masuk ke pasar dan dapat menaikkan pertumbuhan pasar kosmetik dari tahun ke tahun. merek kosmetik lokal memanfaatkan media sosial sebagai jalur pemasaran dengan melakukan interaksi dengan konsumen dan membagikan informasi terkait produk hingga produk kosmetik menjadi viral karena dianggap tren di media sosial. Jenis penelitian ini menggunakan pendekatan kuantitatif karena penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dari interactivity, informativeness, trendiness terhadap customer brand engagement dan brand loyalty pada merek kosmetik lokal. Sampel yang digunakan adalah konsumen wanita yang menggunakan merek kosmetik lokal dan mengikuti media sosial merek kosmetik lokal. Metode penelitian ini dilakukan dengan survei dengan penarikan sampel yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner. Metode analisis data menggunakan SEM (Structural Equation Model) dan hypothesis testing untuk menilai hasil penelitian. Hasil penelitian ini menunjukkan bahwa interactivity tidak berpengaruh positif terhadap customer brand engagement, informativeness berpengaruh positif terhadap customer brand engagement, trendiness berpengaruh positif customer brand engagement, dan customer brand engagement berpengaruh positif terhadap customer brand engagement.Kata Kunci : interactivity; informativeness; trendiness; customer brand engagement; brand loyaltyAbstractSocial media marketing is an effective means of promotion for brands. One of the social media, namely Instagram, is the most widely used by users because there are features and opportunities to create visual content that can attract the attention of other users. Along with the growing "local pride" mindset, local cosmetics enter the market and can increase the growth of the cosmetics market from year to year. Local cosmetic brands use social media as a marketing channel by interacting with consumers and sharing product-related information so that cosmetic products become viral because they are considered trends on social media. This type of research uses a quantitative approach because this study aims to examine and analyze the positive effects of interactivity, informativeness, trendiness on customer brand engagement and brand loyalty on local cosmetic brands. The sample used is female consumers who use local cosmetic brands and follow local cosmetic brand social media. This research method was conducted by survey with the sampling used is nonprobability sampling with purposive sampling technique. The data collection technique was carried out by distributing questionnaires. Methods of data analysis using SEM (Structural Equation Model) and hypothesis testing to assess research results. The results of this study indicate that interactivity has no positive effect on customer brand engagement, informativeness has a positive effect on customer brand engagement, trendiness has a positive effect on customer brand engagement, and customer brand engagement has a positive effect on customer brand engagementKeywords: interactivity; informativeness; trendiness; customer brand engagement; brand loyalty
Co-Authors Abnuri, Aslih Agung Muhammad Safi’i Alisa, Irma Ade Amalia, Anisah Z Amir Fikri Ananta, Unggul Yoga Andreas Brian Kurniawan Kurniawan Anggraini, Susy Indri Arkaan Athooya Hadi astarini, dyah B. Medina Nilasari Curry, Khirstina Delvecchio, Buffon Ciro Dhaniki Purnomo Dinda, Prameswari Dylan Rachmat Riyanta Egabetha Amirah Yudhaputri Erny Tajib Fahmi Abdillah Farrah Angelly Siregar Fatia, Amalia Fenny Puspita Fikri, Amir Fikri, M Husnul Fransisca Angelina Hana Kartikasari Hapizin Yonani Panjaitan Hasnawati Hasnawati Henny Setyo Lestari Hermanto Yaputra Hevitara Wulandari Irma Ade Alisa Jakaria Jakaria Khoirur Riza, Muhamad Lestari, Desy Sekar Lestari, Henny Setyo M. Fadhil Fausta Marieta Ariani Muhammad Akbar Nugroho Muhammad Angga Maulana MURTANTO MURTANTO Murtiningsih, Retno Sari Nabila Armeinita Nabilah Nuha Lathifah Nareswari Paramesti Nico Lukito Nilasari, B Medina Panggabean, Gideon Yosep Partogi Panjaitan, Hapizin Yonani Patrick Anderson Puspitasari, Pipie Rashieka Ghinaa R Siti Maemunah Sofia Hasbi Sri Vandayuli Riorini Susy Indri Anggraini Timothy Jordan Halomoan Trifandy Trifandy Ulfi Naria Rahmawati Walidaeni, Ihsanul Yolanda Masnita Siagian Yusuf, Rully Zulianis Zulianis