Pengaruh social media marketing activities, e-service quality, e-wom terhadap customer engagement, brand loyalty dan repurchase intention skincare
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Willy Arafah
Kata Kunci : E-Service Quality, Customer Engagement, Brand Loyalty, Repurchase Intention, and Customer Engagement
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2026_TS_MMJ_122012401023_Halaman-Judul.pdf | ||
| 2. | 2026_TS_MMJ_122012401023_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_TS_MMJ_122012401023_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_TS_MMJ_122012401023_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_TS_MMJ_122012401023_Lembar-Pengesahan.pdf | 5 | |
| 6. | 2026_TS_MMJ_122012401023_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_TS_MMJ_122012401023_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_TS_MMJ_122012401023_Bab-1.pdf | 10 | |
| 9. | 2026_TS_MMJ_122012401023_Bab-2.pdf |
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| 10. | 2026_TS_MMJ_122012401023_Bab-3.pdf |
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| 11. | 2026_TS_MMJ_122012401023_Bab-4.pdf |
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| 12. | 2026_TS_MMJ_122012401023_Bab-5.pdf | ||
| 13. | 2026_TS_MMJ_122012401023_Daftar-Pustaka.pdf | 5 | |
| 14. | 2026_TS_MMJ_122012401023_Lampiran.pdf |
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P Penelitian bertujuan untuk menguji pengaruh social media marketing activities, e-service quality dan electronic word of mouth terhadap customer engagement, customer engagement terhadap brand loyalty, dan brand loyalty terhadap repurchase intention pada pengguna platform tiktok di dki jakarta, indonesia. metode pengambilan sampel yang digunakan adalah metode non-probability sampling dengan menggunakan teknik purposive sampling. penelitian berikut mengumpulkan 400 responden dengan total 400 respons valid yang diolah dan dianalisis menggunakan teknik structural equation modeling (sem) menemukan bahwa terdapat pengaruh positif e-service quality dan electronic word of mouth terhadap customer engagement, customer engagement terhadap brand loyalty, dan brand loyalty terhadap repurchase intention. penelitian ini menemukan bahwa e-service quality memiliki pengaruh paling besar terhadap customer engagement dengan implikasi manajerial perusahaan brand skincare dapat memberikan konten menarik yang dapat membuat konsumen tertarik untuk mengungah konten skincare tersebut di media sosial konsumen secara pribadi.
T The study aims to examine the influence of social media marketing activities, e-service quality, and electronic word of mouth on customer engagement, customer engagement on brand loyalty, and brand loyalty on repurchase intention among tiktok platform users in dki jakarta, indonesia. the sampling method used was a non-probability sampling method using the purposive sampling technique. the following study collected 400 respondents with a total of 400 valid responses which were processed and analyzed using the structural equation modeling (sem) technique, finding that there is a positive influence of e-service quality and electronic word of mouth on customer engagement, customer engagement on brand loyalty, and brand loyalty on repurchase intention. this study found that e-service quality has the greatest influence on customer engagement with managerial implications for skincare brand companies to provide interesting content that can attract consumers to upload skincare content on consumers\\\' personal social media.
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