The influence of brand page experience on social media on customer engagement and its impact on Telkomsel brand loyalty
List of Authors
  • Erni Martini , Yudianto

Keyword
  • Brand Page Experience, Perceived Value, Brand Page Engagement, Brand Loyalty, Social Media, Telkomsel

Abstract
  • Every year, social media users in Indonesia have increased. Social media Instagram can be a medium for marketing by Telkomsel by involving a lot of interaction with consumers on the brand page Telkomsel Instagram. The high involvement of users on Instagram social media is expected to encourage loyalty to Telkomsel. This study aims to determine how the influence of brand page experience the social mediaon customer engagement and its impact on brand loyalty Telkomsel. Where the perceived value that is felt when interacting with the brand page Telkomsel Instagram has an impact on brand page engagement and has an impact on brand loyalty. The research method used is a quantitative method by distributing questionnaires to 400 Telkomsel customers who become followers Telkomsel Instagram. Then the data analysis technique used in this study is Structural Equation Modeling (SEM) using software AMOS 24. Based on the results of hypothesis testing, it was found that perceived practical value had a positive and significant effect on brand page engagement (cognitive, affective, behavioral) on social media Instagram. Telkomsel, perceived stimulation is not positive and significant influence on brand page engagement (cognitive, affective, behavioral) Instagram social media Telkomsel, perceived enjoyment has a positive and significant effect on brand page engagement (cognitive, affective, behavioral) Instagram social media Telkomsel, perceived social identification has a positive effect and significant on brand page engagement (cognitive, affective, behavioral), Telkomsel Instagram social media, and brand page engagement (cognitive, affective, behavioral) on Telkomsel Instagram social media, which have a positive and significant effect on brand loyalty Telkomse.

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