Blog Engagement dalam Membangun Loyalitas Audiens Female Daily

Sabrina Nada Vira Salsabila, Kurnia Kurnia

Abstract


Abstract: Audience loyalty is a form of commitment and trust from the audience to be willing to be involved in a positive relationship. The concept of PR raises engagement which functions to build relationships and help the audience interact, including in building online engagement where the audience is expected to be involved and be part of a communication. This study aims to understand of blog engagement in building audience loyalty. This study uses a quantitative approach with purposive sampling technique. The data were then analyzed using PLS with the measurement model testing stage through validity and reliability testing as well as structural model testing (Structural Equation Modeling). The results of the measurement model in this study indicate that the value of the outer loading indicator on each variable is proven to be significant above 0.7 with the Average Variance Extracted (AVE) value higher than 0.5, thus confirming that all indicators meet the validity requirements. The results of descriptive data show that based on the order of preference, the main reason respondents access the Female Daily blog (55%) is because many useful information content is obtained from the Female Daily forum. In addition, respondents (28%) also access the g Female Daily blog because of some viral content that can be found on the Female Daily forum. The presence of social media will make Female Daily more exposed to the audience and the potential for Female Daily blog content to be accessed by the audience will be even greater.

Keywords: Audience loyalty, PR concept, Engangement Blog

Abstrak: Loyalitas audiens adalah sebuah bentuk komitmen dan kepercayaan audiens untuk bersedia terlibat dalam suatu hubungan positif. Konsep PR memunculkan keterlibatan yang berfungsi membangun hubungan dan membantu audiens dalam berinteraksi, termasuk dalam membangun online engagement dimana audiens diharapkan mampu terlibat dan menjadi bagian dari suatu komunikasi. Penelitian ini bertujuan untuk memahami Blog Engagement dalam membangun loyalitas audiens. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data kemudian dianalisis menggunakan PLS dengan tahapan pengujian model pengukuran melalui uji validitas dan reliabilitas serta pengujian model struktural (Stuctural Equation Modeling). Hasil model pengukuran dalam penelitian ini menunjukkan bahwa nilai outer loading indikator pada setiap variabel terbukti signifikan diatas 0,7 dengan nilai Average Variance Extracted (AVE) lebih tinggi dari 0,5 sehingga mengkonfirmasi bahwa seluruh indikator memenuhi syarat validitas. Hasil data deskriptif menunjukkan bahwa didasarkan pada urutan preferensi, alasan utama responden mengakses blog Female Daily (55%) adalah karena banyak konten-konten informasi yang bermanfaat yang diperoleh dari forum Female Daily. Selain itu, responden (28%) juga mengakses blog g Female Daily karena adanya beberapa konten viral yang dapat diperoleh di forum Female Daily. Kehadiran media sosial akan membuat Female Daily lebih ter-ekspose dengan audiensnya dan potensi konten blog Female Daily untuk diakses audiens akan semakin besar

Kata Kunci: Loyalitas audiens, konsep PR, Blog Engangement


Keywords


Loyalitas audiens, konsep PR, Blog Engangement

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DOI: http://dx.doi.org/10.29313/.v7i1.27288

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