PENGARUH KETERLIBATAN KONSUMEN DIDASARKAN PADA KERANGKA S-O-R (STIMULUS-ORGANISM-RESPONSE), STUDI PADA KONTEN INSTAGRAM SOMETHINC

Novita, . (2023) PENGARUH KETERLIBATAN KONSUMEN DIDASARKAN PADA KERANGKA S-O-R (STIMULUS-ORGANISM-RESPONSE), STUDI PADA KONTEN INSTAGRAM SOMETHINC. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The purpose of this research is to examine the process of how enjoyable and original Somethinc's posts on Instagram influence customer behavior through their internal responses, namely affective customer engagement, based on the stimulus-organism-response (S-O-R) framework. In this study, a sample of 175 respondents was selected using quota sampling technique. The author employed the Structural Equation Modeling (SEM) method to test the hypotheses. The findings of this study provide evidence that factors such as perceived enjoyment, perceived originality, affective customer engagement, positive eWOM (electronic word-of-mouth), and intention to follow recommendations have a positive influence on repurchase intentions, indicating the importance of consumer emotional engagement and positive reviews in influencing consumer purchasing behavior.

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