Brand engagement menggunakan teori relational cohesion mempengaruhi engagement behaviors pengguna smart voice assistants
Info Katalog
File Repositori
Nomor Panggil : 022002008010
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Robert Kristaung
Subyek : Employer branding;Consumer satisfaction
Kata Kunci : brand engagement, engagement behaviors, smart voice assistants.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022002008010_-Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022002008010_-Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022002008010_-Bab-1-Pendahuluan.bak.pdf | 5 | |
| 4. | 2023_TA_SMJ_022002008010_-Bab-2-Tin-jauan-Pustaka.pdf | 9 |
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| 5. | 2023_TA_SMJ_022002008010_Bab-3-Metodologi-Penelitian.pdf | 18 |
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| 6. | 2023_TA_SMJ_022002008010_-Bab-4-Analisa-dan-Pembahasan.pdf | 13 |
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| 7. | 2023_TA_SMJ_022002008010_-Bab-5-Kesimpulan.pdf | 3 |
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| 8. | 2023_TA_SMJ_022002008010_-Daftar-Pustaka.pdf | 2 | |
| 9. | 2023_TA_SMJ_022002008010_-Lampiran.pdf | 33 |
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P Penelitian ini bertujuan untuk menganalisis hubungan Brand Engagement terhadap Relational Cohesion antara pengguna Smart Voice Assistants yang mempengaruhi Engagement Behaviors pengguna apakah melanjutkan pembelian produk dari merk Smart Voice Assistants tersebut, memberikan pengetahuan kepada merek Smart Voice Assistants tersebut dan mereferensikan merek Smart Voice Assistants-nya. Hubungan pengguna dengan merek Smart Voice Assistants mempengaruhi perilaku pengguna terhadap merek Smart Voice Assistants tersebut. Penulis menambahkan variabel Brand Engagement dan menghubungkan dengan Engagement Behaviors pengguna dengan merek Smart Voice Assistants. Dalam penelitian ini menambahkan Variabel Brand Engagement sebagai variabel independen serta interaksi pengguna Smart Voice Assistants dalam setiap kasus, dan jenis hubungan yang terjalin, dapat bervariasi yang mungkin menghasilkan tingkat Engagement Behaviors merek Smart Voice Assistants yang berbeda. Penelitian ini menggunakan purposive sampling yaitu orang-orang yang menggunakan Smart Voice Assistants dan pernah melakukan pembelian melalui Smart Voice Assistants dengan data yang diambil melalui survei Google Form. Hasil menampilkan bahwa variabel Brand Engagement mendukung dan signifikan terhadap Relational Cohesion dan Relational Cohesion berpengaruh terhadap User Purchase, User Knowledge dan User Reference pengguna merek Smart Voice Assistants. Hal ini menujukkan bahwa Relational Cohesion memediasi Brand Engagement terhadap Engagement Behaviors. Studi ini memberi wawasan tentang peran Brand Engagement dan Engagement Behaviors tidak dapat berdiri sendiri tanpa dipengaruhi oleh Relational Cohesion. Perusahaan perlu meningkatkan Brand Engagement smartphone pada merek Smart Voice Assistants tidak hanya dengan keterlibatan hubungan dengan merek Smart Voice Assistants.
T This study aims to analyze the relationship between Brand Engagement behavior and Relational Cohesion between Smart Voice Assistants users who influence Engagement Behaviors, namely continuing to purchase products from the Smart Voice Assistants brand, providing knowledge to the Smart Voice Assistants brand and referencing the Smart Voice Assistants brand. The user's relationship with the Smart Voice Assistants brand influences user behavior towards the Smart Voice Assistants brand. The author added the Brand Engagement variable and correlated the user's Engagement Behaviors with the Smart Voice Assistants brand. In this study, adding the Brand Engagement Variable as an independent variable as well as the interaction of Smart Voice Assistants users in each case, and the types of relationships that are established, may vary which may result in different levels of Smart Voice Assistants brand Engagement Behaviors. This study uses purposive sampling, namely people who use Smart Voice Assistants and have made purchases through Smart Voice Assistants with data taken through a Google Form survey. The results show that the Brand Engagement variable supports and has a significant effect on Relational Cohesion and Relational Cohesion has an effect on User Purchase, User Knowledge and User Reference of Smart Voice Assistants brand users. This study provides insight into the role of Brand Engagement and Engagement Behaviors which cannot stand alone without being influenced by Relational Cohesion. Companies need to increase smartphone Brand Engagement on the Smart Voice Assistants brand not only by engaging in relationships with the Smart Voice Assistants brand.
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