PENGARUH SOCIAL MEDIA INFLUENCER EFFECTIVENESS TERHADAP BRAND TRUST DIMEDIASI CUSTOMER ENGAGEMENT PADA ONLINESHOP ERIGO STORE

Yohanes Billy Cristanto

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh kualitas pengiklanan menggunakan Raffi Ahmad sebagai Inlfuencer (Social Media Influencer Effectiveness) terhadap kepercayaan customer terhadap brand (Brand Trust) di Mediasi keterlibatan pelanggan (Customer Engagement) pada onlineshop Erigo Store di Indonesia. Penelitian ini bersifat konklusif dan dikategorikan dalam jenis penelitian kausal dengan menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan melalui survey online dengan bantuan instrument kuesioner yang didapat dari 170 responden. Responden tersebut adalah semua reponden yang pernah mengetahui onlineshop Erigo Store di Indonesia. Data yang telah didapat menggunakan Teknik Partial Least Square.

Keywords


Social Media Influencer Effectiveness, Customer Engagement, Brand Trust, Teori Organism Stimulasi Respon, Teori Pembelajaran social.

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