PENGARUH SOCIAL MEDIA MARKETING ULTRA MILK #IAMULTRAODDINARY TERHADAP CUSTOMER ENGAGEMENT PADA AKUN X @SKFESS

Tamiya Malshanda Putri Nurmansyah, . (2025) PENGARUH SOCIAL MEDIA MARKETING ULTRA MILK #IAMULTRAODDINARY TERHADAP CUSTOMER ENGAGEMENT PADA AKUN X @SKFESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (212kB)
[img] Text
AWAL.pdf
Download (707kB)
[img] Text
BAB I.pdf
Restricted to Repository UPNVJ Only
Download (471kB)
[img] Text
BAB II.pdf
Restricted to Repository UPNVJ Only
Download (305kB)
[img] Text
BAB III.pdf
Restricted to Repository UPNVJ Only
Download (468kB)
[img] Text
BAB IV.pdf
Restricted to Repository UPNVJ Only
Download (645kB)
[img] Text
BAB V.pdf
Download (206kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (236kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (135kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (431kB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (1MB)

Abstract

Marketing activities that shift from conventional to social media are the impetus for the rapid development of the internet. This makes social media a place to conduct marketing activities and as a means used to interact with customers. This study aims to determine the effect of Social Media Marketing (X) on Customer Engagement (Y) on the X @skfess account, using the Uses and Gratification theory. This research uses an explanatory quantitative method with purposive sampling technique and analyses 90 survey respondent data that has met the established criteria. The results show that 31.4% of the emergence of customer engagement on the X @skfess account is influenced by Social Media Marketing activities. There is a positive influence of Social Media Marketing on Customer Engagement with a t count value of 6.354> 1.987, the higher and more Social Media Marketing activities, the higher the level of emergence of Customer Engagement among consumers. The conclusion in this study is that Social Media Marketing Ultra Milk #iamULTRAoddinary affects Customer Engagement on the X @skfess account. Future researchers are expected to discuss 68.6% of other factors that influence the emergence of Customer Engagement influenced by Social Media Marketing. Business owners are also advised to monitor feedback and use it as a basis for improvisation.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411010] [Pembimbing: Aan Setiadarma] [Penguji 1: Drina Intyaswati] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Marketing Communication, Social Media Marketing, Customer Engagement, Social Media, X (formerly Twitter).
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: TAMIYA MALSHANDA PUTRI NURMANSYAH
Date Deposited: 06 Aug 2025 02:04
Last Modified: 06 Aug 2025 02:04
URI: http://repository.upnvj.ac.id/id/eprint/38223

Actions (login required)

View Item View Item