The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

Abstract

This research aims to study and determine about the condition of customer engagement social media, the condition of brand loyalty on Indosat Ooredoo and effects of customer engagement social media to brand loyalty on Indosat Ooredoo. The research method that used is descriptive research and the design of research is survey. The sampling technique that used is non-probability sampling and done by using purposive sampling with 300 respondents. Meanwhile, data analysis that used is simple linear regression-analysis, the coefficient of determination, and hypothesis testing.The result of this study shown the condition of customer engagement and brand loyalty on Indosat Ooredoo has been good. Furthermore, there is significant effect from customer engagement social media to brand loyalty on Indosat Ooredoo at medium level. It is mean every increasing from customer engagement will impact to increasing on brand loyalty.

Factors Affecting Brand Loyalty At Hotpot Restaurant In Jakarta

“…Furthermore, hypothesis H2a is accepted; social media marketing can positively predict customer engagement. These results are in line with research by (Simbolon & Law, 2022), (Afifah et al, 2020), (Sumardi & Ganawati, 2021) state that social media marketing is an essential part of customer engagement. According to (Vinerean & Opreana, 2021), social media is needed to increase customer engagement because it can help restaurants build conversations and produce helpful information exchanges.…”

“…(Sumardi & Ganawati, 2021) on customer engagement in exploring the most liked content on Facebook. In addition, (Afifah et al, 2020) show that social media marketing significantly affects smartphone provider users' customer engagement. Other research conducted by (Simbolon & Law, 2022) shows that social media marketing significantly affects coffee consumers' customer engagement.…”

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“…Hasil hubungan langsung antara customer engagement terhadap brand loyalty memiliki pengaruh langsung yang ditandai dengan sample mean 0.253 P values 0.001 yang berarti signifikan positif. Hal ini menjelaskan bahwa keterlibatan konsumen atau pelanggan dalam proses transaksi dan penggunaan suatu merek atau produk membuat konsumen tersebut dapat merasa memiliki kedekatan emosional dengan merek tersebut, sehingga apabila di dalamnya terdapat kepuasan terhadap merek tersebut, maka akan membuat si penggunanya atau konsumen tersebut memilih untuk setia dan tetap loyal pada merek yang ia gunakan (So, et al 2016;Thakur, 2016, Harrigan, et al 2017, Afifah, et al 2020, Bismoaziiz, et al 2021Rasool, et al 2021;Widodo Teguh, 2021;Zaidun, et al 2021).…”