Analisis Deskriptif Brand-Relationship-Connections, Self Presentation, dan Engagement Intentions

Abstract

Penelitian ini mengidentifikasi brand-relationship-connections dan self presentation sebagai motivasi pelanggan untuk berinteraksi dengan konten merek, serta like, comment, share, dan repost intention. Penelitian ini menggunakan sampel pengguna TikTok Generasi Z di Indonesia. Menggunakan analisis deskriptif, penelitian ini menemukan bahwa pengguna melakukan engagement dengan konten merek untuk menjalin ikatan sosial dan membangun hubungan. Kemudian, pengguna juga melakukan engagement atas dasar usaha membangun, memodifikasi, atau mempertahankan kesan identitas online mereka dalam benak pengguna lain. Pengguna berniat untuk melakukan engagement dengan konten merek, dengan menekan tombol like, comment, share, dan repost pada konten merek. Penelitian selanjutnya dapat mengeksplorasi lebih lanjut topik serupa dan variabel observasi, yaitu brand-relationship-connections, self presentation, dan engagement intention.

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