PERSEPSI PENGGUNA TWITTER TERHADAP KEPRIBADIAN MEREK DAN KORELASINYA DENGAN SOCIAL MEDIA ENGAGEMENT

https://doi.org/10.22146/jgs.63894

Salsabila Azzahra(1*)

(1) Program Studi Bahasa Inggris Terapan,Sekolah Vokasi, Universitas Gadjah Mada, Indonesia
(*) Corresponding Author

Abstract


Banyak peneliti berpendapat bahwa kepribadian merek adalah hal yang fundamental untuk dirancang oleh sebuah bisnis karena dapat membantu mengembangkan aspek emosional merek sehingga dapat menghasilkan engagement yang lebih interaktif dan akrab dengan audiens. Maka dari itu, beberapa penelitian dilakukan untuk mengeksplorasi topik tersebut, khususnya terkait hubungan antara kepribadian merek dan keterlibatan pelanggan, terlebih mengingat keberadaan media sosial, interaksi dan keterlibatan kini tengah mencapai tingkat tertingginya. Terdapat beberapa fenomena populer di mana merek dan bisnis ternama menggunakan Twitter sebagai media interaksi bersama audiens dengan pembawaan yang manusiawi dan berkarakter untuk membangun engagement audiens yang terasa lebih akrab. Penelitian ini menggunakan data dari survei daring terhadap 60 pengguna media sosial—Twitter—berusia lebih dari 18 tahun yang berdomisili di Jawa Barat dan Daerah Istimewa Yogyakarta/Jawa Tengah tentang bagaimana kepribadian merek dipandang oleh pengguna media sosial dalam lingkup social media engagement, serta untuk mengetahui korelasi dari kepribadian merek dan social media engagement. Hasil menunjukkan bahwa kepribadian merek dan social media engagement memiliki korelasi positif dan kompatibel besaran aosisoasi yang kuat (r= 0.759). Artinya, semakin baik kepribadian merek yang dibawa oleh suatu merek di media sosial Twitter, maka semakin baik pula engagement yang akan terjadi diantara merek tersebut dengan audiens di media sosial.

Keywords


Interaktivitas, Kepribadian Merek, Media Sosial, Social Media Engagement

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References

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