BUILDING BRAND TRUST THROUGH CUSTOMER ENGAGEMENT IN CREATIVE INDUSTRY

• Main Author: RAMASHANTI - Nim: 19215055 , FIRDHA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27354
• Institution: Institut Teknologi Bandung

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