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

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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.

Availability
Inventory Code Barcode Call Number Location Status
2307001672T91900T919002023Central Library (Referens)Available
Detail Information
Series Title
-
Call Number
T919002023
Publisher
Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya.,
Collation
xvi, 83 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
006.754 07
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Prodi Sistem Informasi
Situs Jejaring Sosial, Sosial Media, Instagram
Specific Detail Info
-
Statement of Responsibility
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No other version available

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