HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK

Semakin tingginya persaingan dalam industri kosmetik membuat perusahaan harus dapat meningkatkan customer engagement pada produk yang dibuat. Customer engagement adalah sebuah proses yang melibatkan kehadiran fisik, kognitif dan emosional customer yang muncul karena adanya hubungan pada merek serta pelayanan merek tertentu. Customer yang memiliki brand trust maka akan terpenuhi rasa percaya dan aman pada merek tersebut. Penelitian ini bertujuan untuk mengetahui hubungan antara brand trust dengan customer engagement. Populasi penelitian ini adalah mahasiswi Psikologi UNDIP dengan sampel penelitian sebanyak 70 orang dengan karakteristik mahasiswi yang menggunakan produk Wardah kosmetik. Teknik sampling yang digunakan yaitu sampling purposive. Pengumpulan data menggunakan Skala Brand Trust (27 aitem, α = .91) dan Skala Customer Engagement (24 aitem, α = .92). Hasil penelitian menunjukkan koefisien korelasi (rxy) =.73 dengan nilai p<.01. Hasil tersebut menunjukkan bahwa hipotesis yang diajukan peneliti terbukti, yaitu terdapat hubungan positif yang signifikan antara brand trust dengan customer engagement. Semakin tinggi brand trust maka semakin tinggi customer engagement. Brand trust memberikan sumbangan efektif sebesar 53% terhadap customer engagement. Kata Kunci: brand trust, customer engagement, mahasiswi, Wardah kosmeti

Sports Sponsorship As A Tool For Customer Engagement

This paper reports the findings from a series of semi-structured interviews with Sponsorship Managers in major UK-based sports sponsors. The key theme explored is the use of sponsorship leverage strategies as a means of deepening engagement with both existing and potential customers. Therefore, this study draws on literature from the field of customer engagement, relating this to sponsorship objectives, in order to assess the extent to which sponsors are actively seeking to engage customers through their sponsorship activities. Customer engagement and building an affinity with brands are cited as objectives now being pursued by sponsors. The findings suggest that sponsorship is increasingly being used by brands as a springboard for wider marketing communications activity, including social media and event-based customer experiences. Sponsorship success is not guaranteed simply by buying the rights to associate with a sporting property, but rather, is maximised when creatively activated to engage customers interactively, as opposed to the one-way communication medium of advertising. The evidence provided highlights examples of good practice among sponsors in a growing area of interest. Therefore, a wider ranging study of the use of event-based experiences and social media as sponsorship leverage strategies is proposed as an area for future research

Relationship Commitment Dan Customer Engagement: Stimulus Serta Konsekwensi Padakonsumen Pengguna Transportasi Darat

.The purpose of carrying out this research is to analyze the stimulus andconsequence of Relationship commitment and Customer engagement. Moreover, integratedlybe able to analyze the effect of Trust, Relationship commitment, Customer engagementtowards Repurchase intention on 200 respondents of AKAP Bus user who uses the interprovincebus services minimum 2 in the past 6 months using Purposive Sampling technique,and analyzing method using Structural Equation Model technique. The result of the researchfinds:(1) Positive effect of Cognitive trust, Affective trust towards Relationship commitment,Customer engagement, Repurchase intention; (2) Positive effect of Relationshipcommitment, Customer engagement towards Repurchase intention; (3) Relationshipcommitment, Customer engagement is seen as the mediator in relationship among Cognitivetrust, Affective trust and Repurchase intention; (4) Affective trust is the biggest stimuluseffecting Relationship commitment, Customer engagement; and(5) Repurchase intention isthe consequence of Relationship commitment and Customer engagement, however, Customerengagement has bigger effect on Repurchase intention. On future research, it is advisable toadd Service quality and Customer satisfaction variables as stimulus of Relationshipcommitment and Customer engagement

Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation

This work-in-progress paper aims at studying an emerging topic in the customer engagement literature called ‘Customer Engagement Marketing’ (CEM). Customer Engagement Marketing (CEM) is viewed as a foundational tool and a technique for organizations to capitalize on customer engagement to achieve their objective

Effect of Social Media Marketing on Customer Engagement and Its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing

Customer acquisition and engagement in Magic Chinese Health Massage

With the development of massage business, there are more and more massage shops established in Hamilton. Magic Chinese Health Massage is one of them. To achieve a successful development, having appropriate strategies of customer acquisition and engagement is necessary. The aim of this research is to recommend effective and efficient approaches to attract and retain customers for Magic Chinese Health Massage. The research is implemented in the Magic Chinese Health Massage shop through the interview and observation. As a result, the researcher finds the massage shop has a good reputation but it also has some drawbacks of services, advertising and its social media. Therefore, customer services, shop advertising and the social media of Magic Chinese Health Massage should be improved. To achieve the improvement, advertising is recommended to have more detail to attract customers and customer services can be more flexible. Similarly, its social media, such as Facebook, should be updated frequently

The Effectiveness of Customer Education: evaluating synchronous and asynchronous e-learning technologies

This paper considers the role played by customer education in enhancing their engagement by enriching the customer experience. Enrichment may be seen in terms of enhanced customer communication or service co-creation. This is often mediated by the effectiveness of customer education. Consequently, organisations are evolving new ways of educating their customers to carry out their roles as co-producers. Increasingly this process depends on the latest synchronous and asynchronous e-learning technologies, requiring significant resource investments. Whilst it is easy for organisations to become absorbed with the latest technological trends, we suggest a refocussing on how customers actually engage in learning and skills acquisition. A conceptual framework is developed that combines key concepts from IT service delivery with well-established models of learning acquisitio

Efektifitas Online Customer Engagement melalui Blog di Industri Kosmetik Indonesia

Penelitian ini bertujuan untuk mengetahui apakah online customer engagement melalui blog di industri kosmetik Indonesia efektif atau tidak. Indikator untuk melihat bahwa online customer engagement efektif atau tidak adalah dengan melihat pengaruhnya terhadap brand awareness dan purchase intention sebagai hasil dari engagement tersebut. Populasi dari penelitian ini adalah pelanggan kosmetik Indonesia yang membaca blog sebagai salah satu referensi sebelum melakukan pembelian kosmetik. Alasan menggunakan populasi adalah untuk mengukur seberapa jauh para pelanggan yang merujuk pada blog dan untuk menentukan sejauh mana hal tersebut akan mempengaruhi variabel brand awareness dan purchase intention.Hasil penelitian ini mengungkapkan bahwa online customer engagement melalui blog adalah efektif. Secara umum, hasil menunjukkan bahwa responden memiliki brand awareness dan purchase intention pada merek tertentu setelah merujuk pada blog. Namun, ada beberapa pertimbangan yang harus diperhitungkan untuk membuat online customer engagement menjadi lebih efektif. Pelanggan yang memiliki ciri-ciri sebagai berikut; perempuan, karyawan atau mahasiswa, memiliki latar belakang pendidikan Sarjana, penghasilan Rp 1.000.000 - 5.000.000 perbulan, jarang dan kadang-kadang melakukan pembelian kosmetik via online dan melakukan perawatan kecantikan lebih merujuk ke blog. Sebagai kesimpulan, para pelanggan dengan karakteristik tersebut memiliki potensial lebih sebagai target pasar untuk mengaplikasikan online customer engagement

Customer Engagement Plans for Peak Load Reduction in Residential Smart Grids

In this paper, we propose and study the effectiveness of customer engagement plans that clearly specify the amount of intervention in customer's load settings by the grid operator for peak load reduction. We suggest two different types of plans, including Constant Deviation Plans (CDPs) and Proportional Deviation Plans (PDPs). We define an adjustable reference temperature for both CDPs and PDPs to limit the output temperature of each thermostat load and to control the number of devices eligible to participate in Demand Response Program (DRP). We model thermostat loads as power throttling devices and design algorithms to evaluate the impact of power throttling states and plan parameters on peak load reduction. Based on the simulation results, we recommend PDPs to the customers of a residential community with variable thermostat set point preferences, while CDPs are suitable for customers with similar thermostat set point preferences. If thermostat loads have multiple power throttling states, customer engagement plans with less temperature deviations from thermostat set points are recommended. Contrary to classical ON/OFF control, higher temperature deviations are required to achieve similar amount of peak load reduction. Several other interesting tradeoffs and useful guidelines for designing mutually beneficial incentives for both the grid operator and customers can also be identified