Influence of Customer Brand Experience, Attitude Toward Social Media, Information-Based Trust on Customer Engagement Behavior (Case Study on Emina Cosmetic Product Users in Semarang)

Authors

  • Luthfiya - Istiqomah
  • Taviyastuti - Taviyastuti
  • Rif”™ah Dwi Astuti

DOI:

https://doi.org/10.32497/jobs.v9i2.4853

Keywords:

Customer Brand Experience, Attitude Toward Social Media, Information-Based Trust and Customer Engagement Behavior

Abstract

This study aims to analyze the effect of customer brand experience, attitude toward social media, information-based trust on customer engagement behavior towards users of Emina cosmetic products in Semarang City. The data collection method used was non-probability sampling with a sample of 300 Emina cosmetic users in Semarang City. The analysis technique used is validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, linearity test, multiple linear regression analysis, T test, F test and the coefficient of determination using SPSS 25. The results show that the variable customer brand experience (X1) , attitude toward social media (X2), and information-based trust (X3) have a significant effect on customer engagement behavior (Y) of Emina cosmetic users in Semarang City. This research is expected to be a solution for determining the right marketing strategy in facing competition in the cosmetics industry in Indonesia by applying customer brand experience, attitude toward social media, information-based trust to increase customer engagement behavior in Emina's cosmetic products.

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Published

2023-08-23

Issue

Vol. 9 No. 2 (2023): August 2023

Section

Articles

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