ANALISIS PENGARUH SOCIAL MEDIA ENGAGEMENT TERHADAP RELATIONSHIP QUALITY YANG DIMEDIASI OLEH FAKTOR – FAKTOR RELATIONSHIP MANAGEMENT

Abstract

Abstrak Permasalahan dalam penelitian ini bagaimana pengaruh komunikasi social media engagement dalam menjaga relationship quality dengan para pengguna smartphone China. Di dalam penelitian ini juga menguji hubungan antara social media engagement, trust, satisfaction, commitment, dan juga relationship quality pada para pengguna smartphone China. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh aktivitas komunikasi social media engagement produk smartphone China terhadap faktor relationship management trust, satisfaction dan commitment. Selain itu juga menganalisis pengaruh faktor-faktor relationship management trust, satisfaction dan commitment terhadap relationship quality pengguna smartphone China dengan produknya. Metodologi penelitian ini menggunakan sampel acak. Dengan skala-skala variabel, terhadap para pengguna smartphone China di Jabodetabek. Analisis data yang digunakan dalam penelitian ini menggunakan regresi berganda. Uji validitas dan reliabilitas juga digunakan untuk mengevaluasi isi kuesioner yang dikumpulkan dari 299 peserta. Kuesioner yang disebar menggunakan 5-point skala Likert. Temuan dari penelitian ini menunjukkan bahwa ada indikasi hubungan yang positif antara social media engagament dengan trust, satisfaction dan juga commitment. Selain itu juga ada hubungan yang positif antara trust, satisfaction dan commitment terhadap relationship quality. Variabel mediasi commitment mempunyai pengaruh signifikan positif yang lebih besar dalam memediasi social media engagement terhadap relationship quality dibanding trust dan satisfaction Kata kunci: social media engagement, relationship quality Abstrak The problem in this research was how influence of social media engagement communication maintain relationship quality on Chinese smartphone users. This study also examines relationship between social media engagement, trust, satisfaction, commitment, and relationship quality on Chinese smartphone users. The purpose of this study was to analyze influence of social media engagement activities to relationship quality with mediating relationship management factors trust, satisfaction and commitment. The methodology of this study used a random sample. With variable scales, for Chinese smartphone users in Greater Jakarta. Analysis of data used in this study using multiple regression. Validity and reliability tests were also used to evaluate contents of questionnaire that collected from 299 participants. Questionnaires were distributed using a 5-point Likert scale. Findings of this study indicate that there is an indication of a positive relationship between social media engagement with trust, satisfaction and commitment. There is also a positive relationship between trust, satisfaction and commitment to relationship quality. Mediating variable commitment has significantly greater positive influence in mediating social media engagement to relationship quality than variable trust and satisfaction. The limitation of the research in this study is this study was only conducted on users of the Chinese smartphone industry. Then this research was only conducted on respondents in Jakarta and surroundings. This research intends to provide management with a view that optimizing social media engagement communication will be able to encourage growth of trust, commitment and better satisfaction which in turn can improve relationship quality.