DOI: https://doi.org/10.14710/jati.1.1.13-21

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

Citation Format:
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.


Note: This article has supplementary file(s).

Fulltext View|Download |  Research Instrument
Lampiran
Subject
Type Research Instrument
  Download (67KB)    Indexing metadata
Keywords: analisis factor; electronic Word-of-Wouth; eye tracker; Instagram; kesadaran merek

Article Metrics:

Article Info
Section: Research Articles
Language : ID
Recent articles
PERANCANGAN STRATEGI PENINGKATAN KETERLIBATAN PELANGGAN DI MEDIA SOSIAL PENGEMBANGAN MODEL PERSETUJUAN KREDIT NASABAH BANK DENGAN ALGORITMA KLASIFIKASI NAÏVE BAYES, DECISION TREE, DAN ARTIFICIAL NEURAL NETWORK IMPLEMENTATION OF THE DMAIC APPROACH FOR QUALITY IMPROVEMENT AT THE ELASTIC TAPE INDUSTRY EVALUASI USER EXPERIENCE SSO UNDIP MENU SIAP BERDASARKAN PERSEPSI MAHASISWA TEKNIK INDUSTRI MENGGUNAKAN USER EXPERIENCE QUESTIONNAIRE (UEQ) SIMULASI LEAN DAN SIKLUS PDCA UNTUK KARTU IDENTITAS ANAK DI DISDUKCAPIL GARUT More recent articles
Most cited articles
PENGEMBANGAN TEKNOLOGI RAPID PROTOTYPING UNTUK PEMBUATAN PRODUK-PRODUK MULTI MATERIAL PENGARUH MOTIVASI KERJA DAN GAYA KEPEMIMPINAN TERHADAP DISIPLIN KERJA SERTA DAMPAKNYA PADA KINERJA KARYAWAN (STUDI KASUS PADA PT. PLN (PERSERO) APD SEMARANG) ANALISIS PENGARUH TEMPERATUR LINGKUNGAN, BERAT BADAN DAN TINGKAT BEBAN KERJA TERHADAP DENYUT NADI PEKERJA GROUND HANDLING BANDARA OPTIMALISASI PENGGUNAAN RUANG KELAS PLARIND BOULEVARD DENGAN PENDEKATAN PROGRAMA LINIER PERHITUNGAN NILAI OVERALL EQUIPMENT EFFECTIVENESS MESIN MIXER BANBURY 270 L DAN MESIN BIAS CUTTING LINE 2 (STUDI KASUS PT. SURYARAYA RUBBERINDO INDUSTRIES) More cited articles
  1. Abdelmoety, Z., & Gounaris, S. (2013). Exporting B2B Solutions: The Impact and Contribution of Using Social Media. Athens Journal of Business and Economics, 1(1), 23–40
  2. Akrimi, Y., & Khemakhem, R. (2012). What drive Consumers to Spread the Word in Social Media? Journal of Marketing Research & Case Studies. https://doi.org/10.5171/2012.969979
  3. Brookes, E. J. (2010). The Anatomy of a Facebook Post: Study on Post Performance by Type, Day of Week, and Time of Day. Atlanta
  4. Cheung, C. M. K., & Lee, M. K. O. (2012). What drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
  5. Chu, S., & Kim, Y. (2015). Determinants of Consumer Engagement in Electronic Word ‑ of ‑ Mouth (eWOM) in Social Networking Sites. International Journal of Advertising, 40(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
  6. Contreras, A. S. (2015). Online Word-of-Mouth and It’s Key Characteristics to Manage It Effectively. Diakses pada 20 Agustus 2019, dari http://www.brandba.se/blog/ewomcharacteristics
  7. De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of The Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
  8. Dellarocas, C. (2003). The Digitization of Word of Mouth : Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424
  9. Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(November–December), 147–166
  10. Djafarova, E., & Bowes, T. (2021). ‘Instagram Made Me Buy It’: Generazion Z Impulse Purchases in Fashion Industry. Journal of Retailing and Consumer Services, 52, 102345
  11. Engel, J., Blackwell, R., & Miniard, P. (1993). Consumer Behaviour (8th ed.). Fort Worth: Dryden Press
  12. Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83-97
  13. Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Harlow: Pearson Education Limited
  14. Hennig-thurau, T., Eifler, V., Gwinner, K. P., & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet?. Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
  15. Hutter, K., Hautz, J., Dennhardt, S., Füller, J., & Fu, J. (2013). The Impact of User Interactions in Social Media on Brand Awareness And Purchase Intention: The Case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
  16. Kamo, M. (2018). 13 Interactive Content Examples That Will Engage Your Audience. Diakses pada 21 Agustus 2019, dari https://coschedule.com/blog/interactive-content/
  17. Kapferer, J. (2012). The New Strategic Brand Management. London: Kogan Page
  18. Li, F., & Du, T. C. (2011). Who Is Talking? An Ontology-Based Opinion Leader Identification Framework for Word-of-Mouth Marketing in
  19. Online Social Blogs. Decision Support Systems, 52(1), 190-197
  20. Maisam, S. & Mahsa, R. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love. Journal of Competitiveness, 8(1), 19 - 37. DOI: 10.7441/joc.2016.01.02
  21. Malhotra, N. K. (2010). Marketing Research: An Applied Research (6th Edition). Boston, New York: Pearson
  22. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-Based Brand Equity: Improving the Measurement – Empirical Evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012
  23. Pixelo. (2018). Visuals vs. Text: Which Content Format Is Better, and Why? Diakses pada 17 Agustus 2019, dari https://www.pixelo.net/visuals-vs-text- content-format-better/
  24. Prasad, S., Gupta, I.C. & Totala, N.K. (2017). Social Media Usage, Electronic Word of Mouth and Purchase-Decision Involvement. Asia-Pacific Journal of Business Administration, 9(2), 134-145. https://doi.org/10.1108/APJBA-06-2016-0063
  25. Sari, H., & Anggraeni, L. (2019). Peran Tipe Gambar, Tagar, Jumlah Likes Dan Informasi Harga Pada Instagram Terhadap Intensi Membeli. J@ti Undip: Jurnal Teknik Industri, 14(2), 71-80
  26. Sekaran, U., & Bougie, R. (2016). Research Methods for Business (7th edition). Chichester: John Wiley & Sones
  27. Sheldon, P., & Bryant, K. (2016). Instagram: Motives for Its Use and Relationship to Narcissism and Contextual Age. Computers in Human Behavior, 58, 89–97. https://doi.org/10.1016/j.chb.2015.12.059
  28. Shojaee, S., & bin Azman, A. (2013). An Evaluation of Factors Affecting Brand Awareness in The Context of Social Media in Malaysia. Asian Social Science, 9(17), 72–78. https://doi.org/10.5539/ass.v9n17p72
  29. Sjöberg, A. (2017). Influencing Brand Awareness Through Social Media. Finland: ARCADA
  30. Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online Word-of-Mouth (Or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. https://doi.org/10.1111/j.1083-6101.2006.00310.x
  31. Sundaram, D.S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25, 527–531
  32. Xu, J. B., & Chan, A. (2010). A Conceptual Framework of Hotel Experience and Customer-Based Brand Equity Some Research Questions and Implications. International Journal of Contemporary Hospitality Management, 22(2), 174–193. https://doi.org/10.1108/09596111011018179
  33. Zhang, Chrystal B.; Lin, Yi Hsin (2015). Exploring Interactive Communication Using Social Media. The Service Industries Journal, 35(11-12), 670–693. doi: 10.1080/02642069.2015.1064396

Last update:

No citation recorded.

Last update: 2024-11-19 23:13:39

No citation recorded.