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PERANCANGAN STRATEGI PENINGKATAN KETERLIBATAN PELANGGAN DI MEDIA SOSIAL

*Hasrini Sari scopus  -  Institut Teknologi Bandung, Indonesia
Nofina Fatharani Lumembang Arso  -  Institut Teknologi Bandung, Indonesia
Aditya Parama Setiaboedi  -  Institut Teknologi Bandung, Indonesia

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Abstract

Membangun kesadaran merek di benak konsumen merupakan langkah pertama yang dapat dilakukan oleh usaha baru untuk membangun citra yang baik di benak konsumen. Salah satu cara yang dapat dilakukan untuk mewujudkan kesadaran merek adalah melalui penyebaran informasi secara elektronik (electronic Word-of-Mouth, e-WoM) di media sosial. Instagram merupakan media yang tepat untuk mengamati fenomena penyebaran e-WoM untuk menentukan variabel apa saja yang mendorong seseorang dalam memberikan pendapat mengenai suatu merek. Penelitian ini menggunakan delapan variabel yang dapat mempengaruhi seseorang untuk menyebarkan e-WOM. Pengumpulan data menggunakan instrumen kuesioner yang disebarkan secara daring melalui Instagram. Berdasarkan hasil analisis ditemukan bahwa keinginan membantu orang lain dari kelompok orang yang pernah memberikan pendapat lebih tinggi daripada kelompok orang yang belum pernah memberikan pendapatnya. Analisis faktor digunakan untuk menentukan faktor yang akan dijadikan dasar rancangan strategi untuk memudahkan perumusan strategi pemasaran. Indikator dengan nilai tertinggi menggambarkan keinginan dari pelanggan untuk membantu pelanggan lain dengan cara membagikan pengalaman baik. Selanjutnya dilakukan perancangan post Instagram dengan konten edukatif interaktif. Konten tersebut diuji dengan menggunakan survei singkat dan pemetaan heatmap menggunakan eye tracker. Hasil pengujian menunjukkan bahwa rancangan post usulan membuat audiens lebih fokus untuk membaca konten dan meningkatkan intensi audiens untuk memberikan pendapat.


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Keywords: analisis factor; electronic Word-of-Wouth; eye tracker; Instagram; kesadaran merek

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