Pengaruh Elemen Media Sosial: Customization, Electronic Word of Mouth (E-WOM), dan Trendiness terhadap Consumer Brand Engagement pada Konsumen Milenial Healthy Yummy Nutty di Indonesia - Novia Tjhin; Sawidji Widoatmodjo (Universitas Tarumanagara, 2022)
This research aims to analyze the relation between Customization, Electronic Word of Mouth (E-WOM), and Trendiness with millennial's consumer brand engagement of Healthy Yummy Nutty in Jakarta. The data were collected from Healthy Yummy Nutty consumers in Jakarta from 16 years old until 38 years old. The research is conducted on 200 Healthy Yummy Nutty consumers in Jakarta. The result is an analysis using SPSS Software and using the multiple regression method. Based on the results of existing research, it is concluded that the involvement of consumers in the brand is very necessary because it can make the company image last in the long term and the presence of consumers is also a very important factor for the success of a company. Penelitian ini bertujuan untuk menganalisis hubungan customization, electronic word of mouth (E-WOM), dan trendiness dengan consumer brand engagement kaum milenial Healthy Yummy Nutty di Jakarta. Data dikumpulkan dari konsumen milenial Healthy Yummy Nutty di Jakarta dari usia 16 tahun sampai dengan usia 38 tahun. Penelitian ini dilakukan terhadap 200 konsumen Healthy Yummy Nutty di Jakarta. Hasilnya dianalisis menggunakan perangkat lunak SPSS dan menggunakan metode regresi berganda. Berdasarkan hasil penelitian yang ada, disimpulkan bahwa keterlibatan konsumen terhadap merek sangat diperlukan karena dapat membuat citra perusahaan dapat bertahan dalam jangka panjang dan kehadiran konsumen juga merupakan faktor yang sangat penting atas keberhasilan suatu perusahaan.