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"Penelitian ini bertujuan untuk menganalisis strategi consumer engagement yang dilakukan oleh akun Facebook dan Twitter milik AirAsia Indonesia dan Garuda Indonesia serta tahapan consumer engagement yang telah dicapai pada periode 11 Mei – 11 Juni 2014. Penelitian ini adalah penelitian evaluatif dengan mengumpulkan data secara kuantitatif dan kualitatif yang dilakukan melalui bantuan perangkat lunak pengukur media sosial dan secara manual. Hasil penelitian menunjukkan bahwa strategi consumer engagement yang dilakukan oleh AirAsia Indonesia dan Garuda Indonesia masih sangat minim, namun kedua maskapai mencapai tahapan consumer engagement yang berbeda, di mana tahapan consumer engagement yang dicapai Garuda Indonesia lebih unggul dibandingkan AirAsia Indonesia.

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This study aims to analyze consumer engagement strategies had been done by Facebook and Twitter account of AirAsia Indonesia and Garuda Indonesia between 11 May – 11 June 2014 and the achieved stage of consumer engagement in both parties. This is an evaluative study using social media measuring software and manual to collect quantitative and qualitative data. The result showed that the consumer engagement strategies done by both parties still very low, but they have different result in consumer engagement stage achieved, in which the stage achieved by Garuda Indonesia is superior than AirAsia Indonesia"

"Marketing Public Relations (MPR) menjadi terobosan baru di bidang public relations yang tidak hanya melihat bagaimana citra perusahaan atau brand dimata publiknya melainkan memikirkan juga bagaimana produk atau jasa yang dihasilkan oleh perusahaan dapat diterima masyarakat dan dapat terjual. Hal inilah yang coba dilakukan oleh AirAsia yang merupakan salah satu perusahaan penerbangan berbiaya rendah. AirAsia mencoba menciptakan program-program MPR yang dapat mempertahankan loyalitas konsumennya paska kecelakaan yang menimpa salah satu pesawat AirAsia dengan nomor penerbangan QZ8501 rute Surabaya-Singapore pada 28 Desember 2014. Beragam strategi MPR yang meliputi pull, push, dan pas strategy dilakukan oleh AirAsia agar bisa tetap eksis di industri penerbangan. Sehingga pada kesimpulannya, kegiatan yang dilakukan oleh AirAsia selama satu tahun terakhir paska kecelakaan pesawat AirAsia QZ8501 tidak hanya dapat mengembalikan citra positif namun mampu mempertahankan loyalitas konsumen mereka.

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Marketing Public Relations (MPR) into a new breakthrough in the field of public relations not only see how the company's image or brand in the eyes of the public but also think about how the products or services produced by the company can be accepted by society and can be sold. This is exercised by AirAsia which is one of the low cost airlines. AirAsia tried to create programs that MPR can maintain customer loyalty after the accident one of the AirAsia aircraft with flight number QZ8501 route Surabaya-Singapore on 28 December 2014. A variety of strategies MPR which includes pull, push, and pass strategy carried out by the airline in order to still exist in the airline industry. In conclusion, the activities carried out by the airline during the past year after a plane crash AirAsia QZ8501 not only can restore the positive image but is able to maintain the loyalty of their customers."

"Penelitian ini ingin mengetahui proses terjadinya sebuah loyalitas dari pelanggan melalui penerapan strategi relationship marketing dan penggunaan social media. Strategi pemasaran yang bertujuan mencapai kepuasan pelanggan dan berujung pada loyalitas pelanggan terhadap perusahaan dibutuhkan untuk mempertahankan pelanggan dalam jangka waktu lama. Oleh karena itu, faktor-faktor yang memengaruhi interaksi antar pelanggan dengan perusahaan, antar pelanggan dengan pelanggan baik secara fisik maupun dalam dunia digital, proses pembentukan ikatan antara pelanggan dengan perusahaan melalui penggunaan social media, faktor-faktor yang menciptakan kepuasan pelanggan, serta unsur-unsur penerapan strategi relationship marketing untuk membuat pelanggan menjadi loyal menjadi penting untuk diketahui. Berdasarkan hasil penelitian ini, didapatkan lima tahap proses customer bonding yang dapat membuat pelanggan menjadi loyal terhadap perusahaan.

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The objective of this research is to find out how customer loyalty is established through relationship marketing application. In order to achieve long term customer and cultivate their loyalty, a company needs to have a marketing strategy which enables them to achieve customer satisfaction, which eventually will lead to loyalty establishment. Therefore it is important to acknowledge the variables affecting customer satisfaction, loyal customer behavior in real world as much as in digital world, the process of establishment between customer and company through social media, the aspects of creating customer satisfaction, and the aspects of relationship marketing implementation in achieving customer loyalty. Based on the research, the author found five stages relationship marketing strategy processes customer bonding to enable the achievement of customer loyalty."

"Makalah ini bertujuan untuk mendeskripsikan penggunaan strategi social media marketing yang dilakukan oleh Kafe Nurani Bicara dan melakukan analisis secara ringkas mengenai consumer engagement pada strategi social media marketing tersebut. Nurani Bicara dalam menghadapi kondisi pandemi dan ketatnya persaingan akibat laju pertumbuhan kafe memutuskan untuk menggunakan strategi social media marketing. Metode yang digunakan dalam penelitian ini adalah desk research. Terdapat tiga dimensi yang digunakan oleh Nurani Bicara dalam strategi social media marketing-nya, yaitu hiburan, interaksi, dan kekinian. Melalui penggunaan ketiga dimensi tersebut, Nurani Bicara berhasil menciptakan consumer engagement dalam bentuk konsumsi, kontribusi, dan kreasi.

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This paper aims to describe the usage of the social media marketing strategy implemented by Nurani Bicara Cafe and conduct a brief analysis of the consumer engagement from the social media marketing strategy. Facing the pandemic condition and tough competition on the market, Nurani Bicara decided to use a social media marketing strategy. The method used in this paper is desk research. There are three dimensions that Nurani Bicara used in the social media marketing strategy: entertainment, interaction, and trendiness. Using the three dimensions above, Nurani Bicara has successfully built consumer engagement in the form of consumption, contribution, and creation."

"Penelitian ini mengkaji pengaruh dari elemen-elemen pemasaran dalam media sosial, khususnya Instagram, terhadap keterlibatan pelanggan, serta pengaruh dari keterlibatan pelanggan terhadap perilaku konsumen. Tujuan utama dari penelitian ini adalah untuk mencari tahu apakah elemen-elemen pemasaran dalam media sosial seperti perceived informativeness, perceived interactivity, personalization, trendiness, dan word-of-mouth memiliki pengaruh positif yang signifikan terhadap customer engagement, serta pengaruh positif yang signifikan dari customer engagement sendiri terhadap co-production, customer referral, purchase intention, dan customer satisfaction. Menggunakan metode penelitian kuantitatif dan desain konklusif, data dikumpulkan melalui kuesioner yang disebarkan secara daring kepada 241 responden yang terkualifikasi berdasarkan kriteria responden yang telah ditentukan. Hasil penelitian menunjukkan bahwa tiga dari lima elemen pemasaran media sosial yakni perceived informativeness, trendiness, dan wordof- mouth memiliki pengaruh positif yang signifikan terhadap customer engagement, sedangkan dua lainnya yakni perceived interactivity dan personalization memiliki pengaruh positif yang tidak signifikan. Selain itu, ditemukan juga bahwa customer engagement memiliki pengaruh positif yang signifikan terhadap keempat perilaku konsumen. Penelitian ini membuka wawasan penting bagi para perusahaan aplikasi layanan pesan-antar makanan di Indonesia, terutama bagi para manajer di bidang pemasaran agar mereka bisa mengatur strategi pemasaran media sosial Instagram yang efektif untuk menunjang keterlibatan pelanggan dan mendukung perilaku konsumen yang positif dan menguntungkan.

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This study examines the influence of marketing elements in social media, especially Instagram, on customer engagement, as well as the influence of customer engagement on consumer behavior. The main objective of this study is to find out whether social media marketing elements such as perceived informativeness, perceived interactivity, personalization, trendiness, and word-of-mouth have a significant positive effect on customer engagement, as well as the significant positive effect of customer engagement on co-production, customer referral, purchase intention, and customer satisfaction. Using quantitative research methods and a conclusive design, data was collected through a questionnaire distributed online to 241 qualified respondents based on predetermined respondent criteria. The results showed that three of the five elements of social media marketing namely perceived informativeness, trendiness, and word-of-mouth have a significant positive influence on customer engagement, while the other two namely perceived interactivity and personalization have an insignificant positive influence. In addition, it was also found that customer engagement has a significant positive influence on all four consumer behaviors. This research provides important insights for food delivery app companies in Indonesia, especially for marketing managers, so that they can set up effective Instagram social media marketing strategies to support customer engagement and support positive and profitable consumer behavior."

"Financial decisions across the lifespan brings together the work of scholars from various disciplines (family and consumer sciences, economics, law, finance, sociology, and public policy) to provide a broad range of perspectives on financial knowledge, financial decisions, and policies. For consistency across the volume each chapter follows a similar format : (1) what individuals know or need to know (2) how what they know or need to know affects financial decisions and outcomes (3) ways in which policies or programs or financial innovations can enhance their knowledge, or decisions, or outcomes. Contributors will provide both new and existing research to create a valuable picture of the state of financial literacy and how it can be improved."

"Menurut Badan Pusat Statistik (BPS) jumlah e-commerce di Indonesia terus mengalami peningkatakan hal ini mencerminkan industri ini semakin kompetitif oleh karena itu setiap e-commerce terus melakukan berbagai upaya dan pendekatan dengan memanfaatkan publikasi potensial melalui media sosial dan mengadakan berbagai kegiatan sesuai dengan behavioral belief konsumen, Penelitian ini bertujuan untuk mengetahui pengaruh Media Sosial yang diukur oleh (Social Interaction Ties dan Social Media Commitment) terhadap Repurchase Intention dengan mempertimbangkan Social Impact Transfer (Normative Social Influence dan Informational Social Influence) dan Behavioral belief (Perceived Value dan Price Conciousnes) yang dimiliki konsumen. Sampel yang digunakan dalam penelitian ini adalah para pengguna Media Sosial yang berbelanja di e-Commerce dalam kurun waktu 3 bulan terakhir. Data diolah dengan menggunakan Amos seri 26. Hasil penelitian menunjukkan bahwa Sosial Interaction Ties dan Sosial Media Commitment terbukti memiliki pengaruh positif terhadap Normative Social Influence dan Informational Social Influence, Normative Social Influence dan Informational Social Influence juga terbukti memiliki pengaruh positif terhadap Repurchase Intention namun Normative Social Influence dan Informational Social Influence juga terbukti memiliki pengaruh positif terhadap Revisit Intention. Pada behavioral belief dibuktikan bahwa Price Concicousness dan Perceived Value terbukti memiliki pengaruh positif terhadap Repurchase Intention dengan Attitute towards eCommerce dan Revisit Intension sebagai mediasinya.Kata kunci: social interaction ties; social media commitment; normative social influence; informational social influence; perceived value; price conciousnes; attitute towards e-commerce; revisit intension – repurchase intention; social media; e-commerce

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According to the Badan Pusat Statistik (BPS), the numbers of e-commerce in Indonesia continues to increase, reflecting this industry is increasingly competitive, therefore every e-commerce continues to make various efforts and approaches by utilizing potential publications through social media and conducting various activities in accordance with the behavioral consumer belief, This study aims to determine the effect of Social Media measured by (Social Interaction Ties and Social Media Commitment) on consumer repurchase intention (Repurchase Intention) by considering Social Impact Transfer (Normative Social Influence and Informational Social Influence) and Behavioral belief ( Perceived Value and Price Conciousnes) owned by consumers. The sample used in this study is Social Media users who have also shopped at e-Commerce in the last 3 months. Data was processed using Amos series 26. The results showed that Social Interaction Ties and Social Media Commitment proved to have a positive influence on Normative Social Influence and Informational Social Influence, Normative Social Influence and Informational Social Influence also proved to have a positive influence on Repurchase Intention but Normative Social Influence and Informational Social Influence also proved to have a positive influence on Revisit Intention. In behavioral belief, it is also proven that Price Concicousness and Perceived Value have a positive influence on Repurchase Intention with Attitute towards eCommerce and Intension as the mediation.

Keywords: social interaction ties; social media commitment; normative social influence; informational social influence; perceived value; price conciousness; attitude towards e-commerce; revisit intension - repurchase intention; social media; e-commerce"

"Profil Usaha: Soto Semarang & Gule Kambing Pak Mim merupakan Usaha Mikro Kecil dan Menengah (UMKM) dalam bidang kuliner yang beroperasi di Kota Tegal sejak November 2023. Menu utama mereka mencakup soto Semarang, gule kambing, sate, gorengan, dan ayam bakar, dengan harga mulai dari Rp7.000 untuk soto. Analisis Situasi: Ketenaran soto Semarang di Tegal masih kalah saing dengan Soto Tauco Tegal dan Soto Lamongan. Soto Semarang & Gule Kambing Pak Mim hanya aktif menggunakan akun resmi Instagram, namun tingkat engagement masih rendah. Belum ada kompetitor UMKM soto yang aktif memasarkan produknya melalui media sosial di Tegal. Tujuan: Meningkatkan consumer brand engagement Soto Semarang & Gule Kambing Pak Mim agar target pelanggan dapat terlibat secara aktif melalui media sosial. Pesan Kunci: Kuah Seger dan Gurih Ayam Kampung Bikin Nagih. Program Usulan: Instagram Content Planning Influencer marketing Instagram Ads Khalayak Sasaran: Demografis: Usia: 20-40 tahun Pekerjaan: Mahasiswa dan Karyawan Status Ekonomi Sosial (SES): Kelas menengah (B) Geografis: Kota Tegal dan Kabupaten Tegal Psikografis: Memperhatikan kualitas dan kebersihan makanan yang dibeli Memilih makanan dengan harga terjangkau Menyukai jenis kuah soto yang bening dan segar Mudah terpengaruh oleh opinion leader Perilaku: Menginginkan kemudahan dalam mencari makanan Aktif menggunakan Instagram atau Facebook Menonton konten kuliner di internet Senang berinteraksi di media sosial Periode: Juli – Oktober 2023 Anggaran: Rp 9.800.000. Evaluasi: Input: Program dijalankan sesuai dengan perencanaan dan jadwal eksekusi. Output: Meningkatkan engagement di media sosial. Outcome: Konsumen secara aktif terlibat dalam kanal sosial media Soto Semarang & Gule Pak Mim.

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Company’s Profile: Soto Semarang & Gule Kambing Pak Mim is a Micro, Small, and Medium Enterprise (MSME) in the culinary field based in Tegal City since November 2023. They offer a menu that includes Soto Semarang, Gule Kambing, satay, fried snacks, and grilled chicken, with Soto priced starting from Rp 7,000. Situation Analysis: The popularity of Soto Semarang in Tegal is less competitive compared to Soto Tauco Tegal and Soto Lamongan. Soto Semarang & Gule Kambing Pak Mim relies solely on an official Instagram account for communication, with relatively low engagement. There are no other MSME competitors for Soto actively conducting social media marketing in Tegal. Goals: Increase consumer brand engagement for Soto Semarang & Gule Kambing Pak Mim to encourage active customer interaction through social media. Key Message: Fresh and Savory Village Chicken Broth That Makes You Crave. Programs: Instagram Content Planning Influencer marketing Instagram Ads Target Audience: Demographic: Age: 20-40 years Occupation: Students and Employees SES: B Geographic: Tegal City and Tegal Regency Psychographic: Value food quality and cleanliness Prefer affordable food options Prefer soto with light and savory broth Easily influenced by opinion leaders Behavior: Seek convenience in food choices Actively use Instagram or Facebook Enjoy watching culinary content online Engage frequently on social media Period: July – October 2023 Budget: Rp 9,800,000 Evaluation: Input: Program executed according to plan and schedule. Output: Increased engagement on social media. Outcome: Active consumer engagement on social media channels of Soto Semarang & Gule Pak Mim."

"Penelitian ini bertujuan untuk mengetahui pengaruh dua bentuk consumer participation, yaitu consumer-consumer interaction dan consumer-brand interaction terhadap consumer brand engagement (cognitive engagement, emotional engagement, dan behavioral engagement). Serta pengaruh mediasi consumer satisfaction dalam mendorong pengaruh consumer brand engagement terhadap brand loyalty (positive eWOM, ongoing search, dan repurchase intention) dalam konteks merek kecantikan lokal Indonesia. Penelitian ini menggunakan survei yang disebarkan secara daring pada 328 responden berusia 18-34 tahun yang pernah membeli dan membuka media sosial merek kecantikan lokal. Data yang terkumpul kemudian diolah menggunakan metode structural equation modeling (SEM). Hasil penelitian ini menunjukan bahwa consumer-consumer interaction dan consumer-brand interaction berpengaruh secara positif pada cognitive engagement, emotional engagement, dan behavioral engagement. Dapat diketahui bahwa consumer satisfaction memediasi pengaruh cognitive engagement, emotional engagement, dan behavioral engagement terhadap positive eWOM, ongoing search behavior, dan repurchase intention. Penelitian ini juga memberikan implikasi bagi pemasar untuk mengelola partisipasi konsumen di media sosial.

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This study aims to determine the effect of two forms of consumer participation, namely consumer-consumer interaction and consumer-brand interaction on consumer brand engagement (cognitive engagement, emotional engagement, and behavioral engagement). As well as the mediating effect of consumer satisfaction in encouraging the influence of consumer brand engagement on brand loyalty (positive eWOM, ongoing search behavior, and repurchase intention) in the context of Indonesian local beauty brands. This study uses a survey distributed online to 328 respondents aged 18-34 years who had purchased and opened the social media of a local beauty brand. The data collected was then processed using the structural equation modeling (SEM) method. The results of this study indicate that consumer-consumer interactions and consumer-brand interactions have a positive effect on cognitive engagement, emotional engagement, and behavioral engagement. It can be seen that consumer satisfaction mediates the effect of cognitive engagement, emotional engagement, and behavioral engagement on positive eWOM, ongoing search behavior, and repurchase intention. This study also provides meaningful implications for marketers to manage consumer participation on social media."

"Perusahaan sebagai pemilik brand semakin sulit dalam menawarkan produk dan pengalaman yang berbeda kepada konsumen setiap harinya, namun di sisi lain dibutuhkan investasi yang besar dalam melakukan kegiatan untuk membangun brand. Sehingga perusahaan perlu membangun hubungan antara brand dan konsumen. Sehingga perusahaan perlu mengembangkan strategi yang lebih efektif dalam meningkatkan hubungan dengan konsumen sesuai dengan perkembangan teknologi. Penelitian ini bertujuan untuk menganalisis pengaruh brand involvement, online brand experience, dan self-brand image congruency terhadap online customer brand engagement dan online customer brand engagement terhadap electronic word of mouth melalui satisfaction dan brand love. Penelitian ini juga mengukur pengaruh langsung antar variabel penelitian di dalam model penelitian. Penelitian menggunakan pendekatan kuantitatif dengan melakukan survei dan menyebarkan kuesioner kepada 182 pengikut media sosial resmi objek penelitian. Hasil penelitian ini menunjukkan bahwa brand involvement, online brand experience, dan self-brand image congruency memiliki pengaruh positif terhadap online customer brand engagement. Selain itu, online customer brand engagement memiliki pengaruh positif terhadap satisfaction dan brand love. Selain itu satisfaction dan brand love memiliki pengaruh positif terhadap electronic-word of mouth serta brand love menjadi mediator yang paling efektif terhadap online customer brand engagement dan electronic-word of mouth dibandingkan satisfaction.

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Companies as brand owners find it increasingly difficult to offer different products and experiences each day, but on the other hand, a large investment is needed in carrying out activities to build a brand. So companies need to build relationships between brands and consumers. Companies need to develop more effective strategies in improving relationships with consumers in accordance with technological developments. This study aims to analyze the effect of brand involvement, online brand experience, and self-brand image congruency on online customer brand engagement and the effect of online brand interactions on brand satisfaction and love. Accordingly, the study measures the direct effect of the interplay variables pertaining to the research models. The study uses a quantitative approach by employing survey and delivering questionnaires to 182 official social media of the object. The results of this study reveal that brand involvement, online brand experience, and self-brand image congruence have a positive effect on online customer brand engagement. In addition, online customer brand engagement has a positive effect on satisfaction and brand love. In addition, satisfaction and brand love have positive effects on electronic-word of mouth and brand love is the most effective mediator for online brand customer engagement and electronic-word of mouth compared to satisfaction."