GDL

Live Streaming Talk Show: Increase Customer Engagement and Brand Loyalty Through Influencer Credibility and Firm Generated Content

Tugas Akhir, 005 / 2024 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2024-10-04 11:41:27
Oleh : 215231006 - Auliannisa Rahmania (auliannisa.rahmania@gmail.com)
Dibuat : 2024-10-04, dengan 4 file

Keyword : Live Streaming, Sosial Media, Instagram, Influencer Credibility, Firm Generated Content, Customer Engagement, Brand Loyalty
Subjek : Live Streaming, Social Media, Instagram, Influencer Credibility, Firm Generated Content, Customer Engagement, Brand Loyalty

Live streaming sudah digunakan di berbagai industri, salah satunya industri pendidikan karena pengaruhnya yang dapat meningkatkan interaksi dan loyalitas audiens. Live streaming ini menjadi peluang inovasi yang dapat dimanfaatkan oleh Ebizmark yang sedang mengalami masalah penurunan customer engagement dan brand loyalty. Tujuan dari proyek live streaming ini adalah meningkatkan customer engagement dan brand loyalty di sosial media Instagram Ebizmark melalui influencer credibility dan firm generated content. Proyek ini menerapkan metode mix method, dengan penelitian kualitatif pada wawancara pihak perusahaan, ahli content creator sekaligus influencer, dan focus group discussion dengan followers Ebizmark dan perusahaan. Pada metode penelitian kuantitatif, penulis melakukan survey kuisioner evaluasi program. Proyek live streaming ini berhasil meningkatkan engagement rate, followers, dan hasil evaluasi kuisioner dengan interpretasi pada setiap variabel yang menunjukkan keberhasilan live streaming di Instagram dengan influencer credibility dan firm generated content terhadap peningkatan customer engagement dan brand loyalty. Adapun luaran dari proyek ini adalah 36 firm generated content, implementasi program live streaming talk show, dan buku panduan pelaksanaan live streaming talk show didukung influencer credibility dan firm generated content di masa mendatang. Kata kunci: Live Streaming, Sosial Media, Instagram, Influencer Credibility, Firm Generated Content, Customer Engagement, Brand Loyalty.

Deskripsi Alternatif :

Live streaming has been used in various industries, one of which is the education industry because of its influence in increasing engagement and loyalty. Live streaming can be an opportunity and innovation that can be applied by Ebizmark which has decreasing customer engagement and brand loyalty's problem. The aim of this live streaming project is to increase customer engagement and brand loyalty on Ebizmark's Instagram social media through influencer credibility and firm generated content. This project applies a mix method research, with qualitative research involving company interviews, expert content creators, and focus group discussions with Ebizmark followers and the company. In the quantitative research method, the author conducted a program evaluation questionnaire survey. This live streaming project succeeded in increasing the engagement rate, followers, and questionnaire evaluation results with a mean of interpretation on each variable which shows the success of live streaming on Instagram with influencer credibility and firm generated content in increasing customer engagement and brand loyalty. The output of this project is 36 firm generated content, implementation of a live streaming talk show program, and a guidebook for implementing live streaming talk shows supported by influencer credibility and firm generated content in the future. Keywords: Live Streaming, Social Media, Instagram, Influencer Credibility, Firm Generated Content, Customer Engagement, Brand Loyalty.

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