ANTESEDEN CONSUMER ENGAGEMENT: STUDI KASUS INSTAGRAM FOLLOWERS PADA PENGGUNA KOSMETIK WARDAH DI JAKARTA - Meilisa, Meilisa; Briliana, Vita (Jurnal Muara Ilmu Ekonomi dan Bisnis, 2023)
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh pleasantness, credibility, emotions, perceived influenced, dan innovativeness terhadap customer engagement pada pengikut influencer Instagram Wardah di Jakarta. Desain penelitian ini menggunakan penelitian deskriptif dan kausal, menggunakan skala likert yang menggunakan lima titik dalam pengukurannya. Metode penentuan sampel menggunakan metode purposive sampling dengan data primer dan sekunder. Sampel yang digunakan sebanyak 118 responden dan analisis data menggunakan regresi linier berganda. Hasil yang diperoleh dalam penelitian ini bahwa terdapat pengaruh pleasantness, emotions, perceived influenced, dan innovativeness terhadap customer engagement pengikut influencer Wardah instagram di Jakarta. Namun, credibility tidak berpengaruh terhadap keterlibatan pelanggan pengikut influencer Instagram Wardah di Jakarta.   The purpose of this study was to determine and analyze the effect of Pleasantness, Credibility, Emotions, Perceived Influenced, and Innovativeness on Customer Engagement of Wardah influencer Instagram followers in Jakarta. This research design uses descriptive and causal research, using a Likert scale that uses five points in its measurement. The method of determining the sample using purposive sampling method with primary and secondary data. The sample used is 118 respondents and data analysis using multiple linear regression. The results obtained in this study that there is an influence of Pleasantness, Emotions, Perceived Influenced, and Innovativeness on Customer Engagement of Wardah influencer Instagram followers in Jakarta. However, Credibility has no influence on Customer Engagement of Wardah influencer Instagram followers in Jakarta.