PENGARUH KAMPANYE DIGITAL MELALUI STORYTELLING "RAMADAN EKSTRA SERU" DI YOUTUBE TERHADAP BRAND LOYALTY TOKOPEDIA

ZIKRI ARRAHMAN, . (2025) PENGARUH KAMPANYE DIGITAL MELALUI STORYTELLING "RAMADAN EKSTRA SERU" DI YOUTUBE TERHADAP BRAND LOYALTY TOKOPEDIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan e-commerce yang semakin ketat mendorong Tokopedia untuk terus berinovasi dalam strategi komunikasi digital, salah satunya melalui kampanye “Ramadan Ekstra Seru” di akun YouTube resminya. Penelitian ini bertujuan untuk mengetahui pengaruh kampanye digital tersebut terhadap brand loyalty Tokopedia. Variabel Kampanye Digital diukur melalui empat dimensi, yaitu Exposure, Engagement, Influence, dan Action sedangkan Brand Loyalty melalui lima dimensi, yaitu Behavior, Switch Cost, Satisfaction, Liking Brand, dan Commitment. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif. Instrumen penelitian berupa kuesioner disebarkan kepada 100 pengguna Tokopedia yang telah melihat kampanye tersebut. Analisis data dilakukan menggunakan uji regresi linear sederhana dan korelasi Pearson. Hasil analisis regresi linear sederhana menunjukkan nilai signifikansi sebesar 0,000 (< 0,05), yang berarti H0 ditolak dan Ha diterima. Dengan demikian, dapat disimpulkan bahwa kampanye digital Tokopedia “Ramadan Ekstra Seru” berpengaruh signifikan terhadap brand loyalty. Selain itu, nilai koefisien korelasi Pearson sebesar 0,849 menunjukkan adanya hubungan yang sangat kuat antara variabel kampanye digital dengan variabel brand loyalty. Kesimpulan dari penelitian ini adalah kampanye digital “Ramadan Ekstra Seru” pada akun YouTube @Tokopedia memiliki pengaruh yang signifikan dan positif terhadap brand loyalty pengguna. Kampanye digital yang menyentuh nilai emosional dan relevansi budaya Ramadan terbukti efektif dalam memperkuat loyalitas konsumen terhadap Tokopedia. ***** The increasingly intense competition in the e-commerce industry has encouraged Tokopedia to continuously innovate its digital communication strategies, one of which is through the “Ramadan Ekstra Seru” campaign on its official YouTube account. This study aims to determine the impact of the digital campaign on Tokopedia’s brand loyalty. The Digital Campaign variable was measured using four dimensions: Exposure, Engagement, Influence, and Action, while the Brand Loyalty variable was measured using five dimensions: Behavior, Switch Cost, Satisfaction, Liking the Brand, and Commitment. This research employed a quantitative approach with an explanatory survey method. The research instrument was a questionnaire distributed to 100 Tokopedia users who had seen the campaign. Data analysis was conducted using simple linear regression and Pearson correlation tests. The results of the simple linear regression analysis showed a significance value of 0.000 (< 0.05), indicating that H0 is rejected and Ha is accepted. Thus, it can be concluded that Tokopedia’s “Ramadan Ekstra Seru” digital campaign has a significant influence on brand loyalty. In addition, the Pearson correlation coefficient value of 0.849 indicates a very strong relationship between the digital campaign variable and the brand loyalty variable. The conclusion of this study is that the “Ramadan Ekstra Seru” digital campaign on Tokopedia’s official YouTube account has a significant and positive effect on user brand loyalty. The campaign, which highlights emotional values and the cultural relevance of Ramadan, has proven effective in strengthening consumer loyalty toward Tokopedia.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Menati Fajar Rizki, M.I.Kom. ; 2). Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Zikri Arrahman .
Date Deposited:	30 Jul 2025 01:10
Last Modified:	30 Jul 2025 01:10
URI:	http://repository.unj.ac.id/id/eprint/56857

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