Open AccessTHE INFLUENCE OF SOCIAL MEDIA BRANDING ON CUSTOMER ENGAGEMENT FOR JAKARTA SUSTAINABLE TRANSPORT
Author(s) -
Yulianne Safitri,
Lidya Wati Evelina,
Naufal Egha Syahputra
Publication year - 2021
Publication title -
international journal of organizational business excellence
Language(s) - English
Resource type - Journals
eISSN - 2622-8793
pISSN - 2621-654X
DOI - 10.21512/ijobex.v3i2.7122
Subject(s) - social media , test (biology) , reliability (semiconductor) , population , customer engagement , advertising , regression analysis , marketing , business , psychology , statistics , mathematics , sociology , computer science , paleontology , power (physics) , physics , demography , quantum mechanics , world wide web , biology
The researchaimedto understand the relationship and influence of Instagram @mrtjkt social media branding on customer engagement as an effort to increase the use of MRT as sustainable green transportation to reduce traffic congestion and pollution in Jakarta. The quantitative research approach with a survey method was carried out to 100 respondents from the total population on Instagram Followers @mrtjkt. The quantitative analysis was implemented using correlation test, coefficient determination test, and simple regression analysis. The data validity techniqueswerethe validity test, reliability test and normality test. Research resultshows thatH0isrejected and H1is acceptedsince it shows relationships and influences between Instagram social media branding on MRT Jakarta customer engagement.