ANALISIS PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP CUSTOMER ENGAGEMENT DAN CUSTOMER LOYALTY (STUDI PADA FOLLOWERS AKUN INSTAGRAM SHOPEE FOOD)

FATHONAH, MUTIARA and Ruskan, Endang Lestari (2023) ANALISIS PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP CUSTOMER ENGAGEMENT DAN CUSTOMER LOYALTY (STUDI PADA FOLLOWERS AKUN INSTAGRAM SHOPEE FOOD). Undergraduate thesis, Sriwijaya University.

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Abstract

The COVID-19 pandemic that hit the world made many changes in various fields, one of which is technology. This makes the emergence of new technologies that support people's lives. One of them is an online food delivery service application that can help people's lives during a pandemic. Seeing this, one of the Shopee applications has created its Shopee Food feature. To promote and assist users in using Shopee Food, Shopee Food is increasing its CRM activities, especially activities to get and retain customers through social media using the Instagram account @shopeefood_id. Therefore, this research is focused on seeing whether activities via Instagram @shopeefood_id can affect customer relationships, especially customer engagement and customer loyalty. This study used a quantitative-based survey research method with a sample of 100 respondents. The results of this study state that activities carried out by Shopee Food through social media, especially Instagram, have a positive and significant effect on Customer Engagement and Customer Loyalty, Customer Engagement has a positive and significant effect on Customer Loyalty. This is supported by the t-statistics which has a value of > 1.96 and a p-value of 0.000.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Media Sosial, Social Cutomer Relationship Management, Customer Relationship Management, Customer Engagement, Customer Loyalty
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General) T Technology > T Technology (General) > T58.5-58.64 Information technology > T58.5 General works Management information systems Cf. HD30.213 Industrial management Cf. HF5549.5.C6+ Communication in personnel management Cf. TS158.6 Automatic data collection systems (Production control) T Technology > T Technology (General) > T58.6-58.62 Management information systems > T58.6 General works Industrial engineering Information technology. Information systems (General) Management information systems -- Continued
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Mutiara Fathonah
Date Deposited:	30 Mar 2023 02:34
Last Modified:	30 Mar 2023 02:34
URI:	http://repository.unsri.ac.id/id/eprint/91900

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