PENGARUH DIMENSI BRAND EXPERIENCE TERHADAP PEMBENTUKAN CONSUMER ENGAGEMENT PADA FACEBOOK PERUSAHAAN OPERATOR SELULER

Erni Martini

Abstract


Media sosial telah menjadi medium penting dalam komunikasi pemasaran perusahaan karena membentuk keterlibatan konsumen. Keterlibatan konsumen pada jangka panjang mampu membentuk loyalitas konsumen. Namun, evaluasi mengenai aktifitas consumer engagement di media sosial masih minim. Penelitian ini bertujuan untuk menganalisis bagaimana consumer engagement terbentuk melalui dimensi brand experience di media sosial Facebook. Jumlah responden yang diteliti adalah 375 responden. Metode regresi linear berganda digunakan untuk menjelaskan hubungan dan pengaruh antar variabel. Hasil penelitian ini menunjukkan bahwa pengalaman sosial dan terwujud berpengaruh pada pebentukan consumer engagement, sedangkan pengalaman perseptual dan epistemik tidak berpengaruh. Hal yang baru pada penelitian ini adalah menggunakan metode survei yang berbeda dengan penelitian terdahulu yang menggunakan metode analisis isi yang hasilnya dapat memperkaya hasil penelitian terdahulu dengan membandingkan hasil melalui persepsi konsumen.


Keywords


Brand Experience; Consumer Engagement; Media Sosial; Facebook

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DOI: http://dx.doi.org/10.32833/majem.v9i1.100

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