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All Journal Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Ultima Management : Jurnal Ilmu Manajemen
Kurniawati Kurniawati
Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Trisakti
Economics, Econometrics & Finance Social Sciences

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THE ROLE OF SOCIAL MEDIA AGILITY: THE MODERATING OF CHANGE SEEKING Muhammad Sayyid Tsabit Abdurrahman; Kurniawati Kurniawati; Alfpinka Mutiara; Rinaldi Siregar
Ultima Management : Jurnal Ilmu Manajemen Vol 14 No 1 (2022): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v14i1.2187

Abstract

Abstract- Agility is applied to help brands to develop and quickly adapt with their operations to cope with changing customer developments. As the number of social media users in Indonesia increase, the application of social media agility is still rarely found in Indonesia. The high number of social media users in Indonesia has become a necessity for everyone to exchange information and go shopping. This makes brands change the way they interact with their customers and also develop strategies and tactics to overcome competitive competition in order to mantain their customers. This study developes previous research by analyzing the effect of customer engagement on customer based brand equity with change seeking as a moderating variable. This study uses a sampling method by collecting questionnaire data through google form with a total sample of 199 respondents. Based on the result of google form, only 150 respodents that meet the research criteria. The analytical instruments that used in the hypothesis are validity tests, reliability tests and descriptive statistics using AMOS 21 software. The results of this study show that Social Media Agility directly and indirectly (through Customer Engagement mediation) has a positive influence on Customer Based Brand Equity. And also Change Seeking strengthens the effect of Social Media Agility and Customer Engagement on Customer Based Brand, but it does not strengthen the effect of Social Media Agility on Customer Engagement. A brand needs to have greater plan in the use of social media for brand marketing strategies with innovation in social media. And this study can add practical information for marketing and managers about the use of social media in marketing strategies and also this study can be used as a new measurement step for improving operation aspects in social media for brand. Keywords: Social Media Agility; Customer Engagement; Customer Based Brand Equity; Change Seeking
Faktor-Faktor yang Mempengaruhi Kepuasan dan Kepercayaan Terhadap Loyalitas Pelanggan Nasabah Mobile Banking di Indonesia: Studi Tentang Perspektif Kaum Muda sebagai Pengguna Evelin Putri Rulian; Kurniawati Kurniawati
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 17, No 2 : Al Qalam (Maret 2023)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v17i2.2009

Abstract

Tujuan dilakukannya penelitian ini adalah untuk menganalisis pengaruh positif Expense terhadap Loyalty, untuk menganalisis pengaruh positif Expense terhadap Customer Satisfaction Popularitas mobile Banking yang semakin meningkat menciptakan peluang besar bagi industri perBankan untuk lebih mengembangkan bisnis, tetapi juga membawa tantangan untuk memuaskan dan mempertahankan pelanggan. Jenis penelitian yang digunakan adalah pengujian hipotesis, bertujun untuk menentukan apakah terdapat pengaruh antar variabel yang akan diteliti, yaitu pengaruh expense, security, relative advantage, responsiveness, convenience, customer satisfaction, trust terhadap loyalty. Hasil penelitian ini diharapkan dapat memberikan masukan kepada manajer Bank di Indonesia terkait faktor-faktor yang perlu diperhatikan untuk mencapai dan mengelola loyalitas pelanggan. Selain itu, diharapkan dapat menjadi sumber informasi tambahan dan referensi bagi peneliti selanjutnya dalam melakukan penelitian yang terkait dengan loyalitas pelanggan terhadap merek. Khususnya mengenai variabel expense, security, relative advantage, responsiveness, convenience, customer satisfaction, dan trust
Co-Authors Alfpinka Mutiara Evelin Putri Rulian Muhammad Sayyid Tsabit Abdurrahman Rinaldi Siregar