PENGARUH ONLINE BRAND COMMUNITY DAN BRAND EXPERIENCE TERHADAP CUSTOMER ENGAGEMENT (Survei terhadap Followers Akun Instagram Female Daily Network, Beautynesia.id, dan Storie.id) - Tasya Kamila Wasita, - (2021)
Penelitian ini bertujuan untuk mengetahui Pengaruh Online Brand Community dan Brand Experience terhadap Customer Engagament. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel terikat dalam penelitian ini adalah customer engagement (Y), online brand community (X1) dan brand experience (X2) sebagai variabel bebas. Populasi dalam penelitian ini adalah pengikut (followers) akun Instagram Female Daily Network, Beautynesia.id, dan Storie.id. Pengambilan sampel dalam penelitian ini menggunakan metode simple random sampling (pengambilan sampel secara acak) dengan menggunakan teknik probability sampling terhadap 200 pengguna akun. Teknik anMoh sis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran online brand community dan brand experience terhadap customer engagement berada pada kategori baik. Online brand community dan brand experience memiliki pengaruh yang positif dan signifikan terhadap customer engagement. Berdasarkan hasil penelitian, penulis merekomendasikan beberapa hal mengenai Pengaruh Online Brand Community dan Brand Experience terhadap Customer Engagement yaitu pada variabel customer engagement dimensi yang paling rendah yaitu connection, pada variabel online brand community dimensi yang paling rendah yaitu advocating, dan pada variabel brand experience dimensi yang paling rendah yaitu intellectual experience. Sehingga penulis merekomendasikan agar Female Daily Network, Beautynesia.id, dan Storie.id untuk harus memperlakukan pelanggan secara baik, memberikan penyelesaikan masalah secara adil dan merujuk pada perlakuan pelanggan secara hormat, sehingga menjadikan pelanggan merasa memiliki terhadap perusahaan beauty platform yang diikutinya. memperbarui konten-konten yang menarik dan up to date, memposting artikel-artikel yang bermanfaat dengan sajian yang menarik, sehinggga pelanggan tertarik untuk membaca, menyukai, dan mengunduh konten dan artikel yang tersedia. Kata kunci: Online Brand Community, Brand Experience, Customer Engagement. ABSTRACT Tasya Kamila Wasita (1704336), The Effect Online Brand Community dan Brand Experience ton Customer Engagement (Survey on Followers Instagram Acccount Female Daily Network, Beautynesia.id, dan Storie.id) Under the guidance of Dr. Lili Adi Wibowo., S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. This study aims to determine the effect of online brand community and brand experience on customer engagement. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variables in this study are customer engagement (Y), online brand community (X1) and brand experience (X2) as independent variables. The population in this study are followers of the Instagram Female Daily Network, Beautynesia.id, and Story.id accounts. Sampling in this study used a simple random sampling method (random sampling) using a probability sampling technique of 200 account users. The analysis technique used is Structural Equation Modeling (SEM) analysis with IBM SPSS AMOS for Windows program tools. The findings of this study indicate that the description of online brand community and brand experience on customer engagement is in the good category. Online brand community and brand experience have a positive and significant influence on customer engagement. Based on the results of the study, the author recommends several things regarding The Influence of Online Brand Community and Brand Experience on Customer Engagement, namely on the customer engagement variable the lowest dimension is connection, on the online brand community variable the lowest dimension is advocating, and on the brand experience variable the dimension which is the lowest. the lowest is intellectual experience. So, the author recommends that Female Daily Network, Beautynesia.id, and Storie.id should treat customers well, provide fair problem solving and refer to customer treatment with respect, so as to make customers feel ownership of the beauty platform companies they follow. updating interesting and up-to-date content, posting useful articles with interesting presentations, so that customers are interested in reading, liking, and downloading available content and articles. Keyword: Online Brand Community, Brand Experience, Customer Engagement.