THE ANTECEDENTS AND EFFECTS OF SOCIAL MEDIA CUSTOMER BRAND ENGAGEMENT (A STUDY OF EAT SAMBEL ON TIKTOK)

Suranto, Beneditto Nefi (2024) THE ANTECEDENTS AND EFFECTS OF SOCIAL MEDIA CUSTOMER BRAND ENGAGEMENT (A STUDY OF EAT SAMBEL ON TIKTOK). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The market for sauces and spices products is growing in Indonesia, and sambal brands like Eat Sambel aim to capitalize on this trend through digital marketing. This research examines the factors influencing customer brand engagement on social media, focusing on the Eat Sambel brand on TikTok. The factors include perceived brand interactivity and brand involvement, while the outcomes are brand loyalty and brand trust. A survey was conducted using a 5-point Likert scale online questionnaire, gathering data from 208 respondents. Results were analyzed using structured equation modelling – partial least squares. Findings show that brand involvement and perceived brand interactivity positively influence customer brand engagement. Additionally, customer brand engagement positively affects brand trust and brand loyalty. Brand trust completely mediates the impact of customer brand engagement on brand loyalty. The evidence indicates that brand involvement has a stronger impact on customer brand engagement than perceived brand interactivity, and brand trust has a greater influence on brand loyalty than customer brand engagement

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