BUILDING BRAND TRUST THROUGH CUSTOMER ENGAGEMENT IN CREATIVE INDUSTRY

• Main Author: RAMASHANTI (19215055), FIRDHA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27353
• Institution: Institut Teknologi Bandung

The strategy used previously is the improvement of the market, but it has seen a <br /> <br /> turn of strategy that becomes customer relationship management influences the <br /> <br /> success of the company (Bauer, Grether, & Leach, 2008). Engage a customer is a <br /> <br /> form of customer participation towards the business. Social media is one of the <br /> <br /> tools that have a significant impact on building the customer relationship and <br /> <br /> engaging the customer (Kotler & Armstrong, 2016). The existence of mutual <br /> <br /> relationships in an interaction engagement between customers and companies can <br /> <br /> stimulate the mutual trust between the two parties (So, King, & Sparks, 2012). <br /> <br /> This research aims to analyze the influence of customer engagement to brand trust <br /> <br /> in the creative industry and design the model implementation of customer <br /> <br /> engagement. This research use quantitative method, survey as the tool in the form <br /> <br /> of questionnaire and limit for customer engagement in instagram. The sample <br /> <br /> consists 100 people that live in Bandung, 19-24 years old, have an instagram <br /> <br /> account, and follower of an intagram account of a brand in the creative industry. <br /> <br /> Simple linear regression and descriptive analysis are used to analyze the effect of <br /> <br /> customer engagement and brand trust. The result of this research shows that <br /> <br /> customer engagement has positive influence 45,9% to brand trust. The model <br /> <br /> implementation of customer engagement contains connection, interaction, <br /> <br /> satisfaction, retention, commitment, and advocacy. <br /> <br /> This paper will be useful for business owners in the creative industry to know the <br /> <br /> influence of customer engagement on brand trust and understand the importance of <br /> <br /> building brand trust through customer engagement. With the expectation of the <br /> <br /> customer engagement strategy, model can be implemented by the business owner <br /> <br /> in the creative industry to build brand trust.