PENGARUH PERCEIVED ENJOYMENT DAN PERCEIVED ORIGINALITY FIRM GENERATED CONTENT TERHADAP CUSTOMER ENGAGEMENT, POSITIVE E-WOM DAN INTENTION TO FOLLOW THE ADVICE (Studi Kasus BPJS Ketenagakerjaan Kantor Wilayah Jawa Tengah)

Zaenuddin, Muhammad (2024) PENGARUH PERCEIVED ENJOYMENT DAN PERCEIVED ORIGINALITY FIRM GENERATED CONTENT TERHADAP CUSTOMER ENGAGEMENT, POSITIVE E-WOM DAN INTENTION TO FOLLOW THE ADVICE (Studi Kasus BPJS Ketenagakerjaan Kantor Wilayah Jawa Tengah). Thesis thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to analyze perceived enjoyment, perceived originality firm generated content on customer engagement, positive e-WOM and intention to follow the advice at BPJS Ketenagakerjaan Central Java Regional Office. The population in this study were BPJS Ketenagakerjaan participants who follow BPJS Ketenagakerjaan social media at the Central Java Regional Office. The sampling technique used in this study was purposive sampling. The method of obtaining research respondents used a google form questionnaire instrument distributed to BPJS Ketenagakerjaan participants at the Central Java Regional Office who also follow BPJS Ketenagakerjaan social media and know FGC #sertakan. Data analysis was carried out using the Partial Least Square (PLS) method using SmartPLS software version 3. The results showed that customer engagement can mediate the effect of perceived enjoyment and perceived originality on intention to follow the advice and positive e-WOM. So with the perceived enjoyment and perceived originality felt by users towards the #sertakan content, it will increase customer engagement so that it has an impact on the intention to follow the advice and positive e-WOM Keywords: Perceived Enjoyment, Perceived Originality, Customer Engagement, Positive eWOM, Intention to Follow the Advice

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis perceived enjoyment, perceived originality firm generated content terhadap customer engagement, positive e-WOM dan intention to follow the advice pada BPJS Ketenagakerjaan Kantor Wilayah Jawa Tengah. Populasi pada penelitian ini adalah peserta BPJS Ketenagakerjaan yang mengikuti media sosial BPJS Ketenagakerjaan di Kantor Wilayah Jawa Tengah. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Adapun cara mendapatkan responden penelitian menggunakan instrumen kuesioner google form yang disebarkan pada peserta BPJS Ketenagakerjaan di Kantor Wilayah Jawa Tengah yang juga mengikuti media sosial BPJS Ketenagakerjaan dan mengetahui FGC #sertakan. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 3. Hasil penelitian menunjukkan bahwa customer engagement dapat memediasi pengaruh perceived enjoyment dan perceived originality terhadap intention to follow the advice dan positive e-WOM. Sehingga dengan perceived enjoyment dan perceived originality yang dirasakan pengguna terhadap konten #sertakan akan meningkatkan customer engagement sehingga berdampak pada intention to follow the advice dan positive eWOM Kata Kunci: Perceived Enjoyment, Perceived Originality, Customer Engagement, Positive eWOM, Intention to Follow the Advice
Uncontrolled Keywords:	Perceived Enjoyment, Perceived Originality, Customer Engagement, Positive eWOM, Intention to Follow the Advice
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	17 Sep 2025 04:43
Last Modified:	17 Sep 2025 04:43
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2404

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