LINTANG, NADIRA SEKAR (2022) PENGARUH EVENT TOKOPEDIA WIB TERHADAP LOYALITAS KONSUMEN UMUM TOKOPEDIA DI JAKARTA MELALUI CITRA MEREK TOKOPEDIA (Survei Event Tokopedia WIB pada 23 April 2021 terhadap Konsumen Umum Tokopedia di Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Every company must have its marketing communication strategy to achieve company goals, especially in improving brand image and consumer loyalty. It is the same as what Tokopedia did. It is a national company in the e-commerce sector that implements IMC by holding 'Tokopedia WIB' event as one of its marketing communication strategies. This aim of this research is to determine the effect of the Tokopedia WIB event on the general consumer loyalty of Tokopedia in Jakarta through the brand image of Tokopedia with S-R theory as the basis of the theory. This research had a positivist paradigm with a quantitative approach. The type of this research was explanative with a survey as the method by using a questionnaire. The sample was 100 respondents chosen by purposive sampling technique. The data analysis technique that the resarcher used was simple linear regression analysis technique and Sobel technique. The results of this study indicated that the Tokopedia WIB event had a positive and significant effect on the general consumer loyalty of Tokopedia was 55.8%, and Tokopedia's brand image was 60%. However, Tokopedia's brand image had no significant effect on the general consumer loyalty of Tokopedia. In addition, Tokopedia's brand image was not an intervening variable that can mediate the Tokopedia WIB Event with the loyalty of general Tokopedia consumers. From the results of this research, the researcher suggested that Tokopedia is expected to improve the quality of the Tokopedia WIB event because this event had a fairly good influence on Tokopedia's brand image and general consumer loyalty of Tokopedia. Meanwhile, suggestions for academics and further research are they can add interview methods as a complement to research data, and add competing companies as research objects. Keywords: Marketing Communication Strategy, IMC, Event, S-R theory Setiap perusahaan pastinya memiliki strategi komunikasi pemasaran tersendiri untuk mencapai tujuan perusahaan, khususnya dalam meningkatkan citra merek dan loyalitas konsumen. Begitu juga dengan yang Tokopedia lakukan. Tokopedia adalah perusahaan nasional di bidang e-commerce yang menerapkan IMC dengan menyelenggarakan event ‘Tokopedia WIB’ sebagai salah satu strategi komunikasi pemasarannya. Penelitian ini memiliki tujuan untukmengetahui bagaimana pengaruh Event Tokopedia WIB terhadap loyalitas konsumen umum Tokopedia di Jakarta melalui citra merek Tokopedia dengan teori S-R sebagai landasannya. Penelitian ini berparadigma positivis dengan pendekatan kuantitatif. Tipe penelitiannya adalah eksplanatif dengan metode survey melalui kuesioner. Sampel berjumlah 100 responden dengan menggunakan teknik purposive sampling. Sedangkan teknik analisis data pada penelitian ini adalah teknik analisis regresi linear sederhana dan teknik sobel. Hasil daripada penelitian ini menunjukkan bahwa Event Tokopedia WIB berpengaruh positif dan signifikan terhadap loyalitas konsumen umum Tokopedia sebesar 55,8%, dan terhadap citra merek Tokopedia sebesar 60% . Namun, citra merek Tokopedia tidak berpengaruh secara signifikan terhadap loyalitas konsumen umum Tokopedia. Selain itu, citra merek Tokopedia bukanlah variabel intervening yang dapat memediasi Event Tokopedia WIB dengan loyalitas konsumen umum Tokopedia. Dari hasil penelitian tersebut, peneliti memberikan saran bahwa Tokopedia diharapkan dapat meningkatkan kualitas Event Tokopedia WIB karena event ini memiliki pengaruh yang cukup baik ke citra merek Tokopedia dan loyalitas konsumen umum Tokopedia. Sedangkan saran bagi akademisi dan penelitian selanjutnya dapat menambahkan metode wawancara sebagai pelengkap data penelitian, dan menambahkan perusahaan pesaing sebagai objek penelitian. Kata Kunci : Strategi Komunikasi Pemasaran, IMC, Event, teori S-R
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