Peran Social Media Marketing Activity Dan Customer  Experience Dalam Meningkatkan Relationship  Quality Melalui Perilaku Konsumen

May Sela Rahmawati; Puji Astuti

Authors

May Sela Rahmawati Universitas Esa Unggul
Puji Astuti Universitas Esa Unggul

Keywords:

Aktivitas Pemasaran Media Sosial, Pengalaman Pelanggan, Kualitas Hubungan, Citra Merek, Niat Partisipasi, Niat Membeli

Abstract

Kegiatan pemasaran melalui media sosial menjadi isu penting, dengan perusahaan menyadari nilai strateginya dalam memanfaatkan platform ini untuk memasarkan produk melalui konten dan pesan yang disampaikan. Penelitian ini bertujuan untuk menyelidiki pengaruh aktivitas pemasaran media sosial dan pengalaman pelanggan terhadap keterlibatan pelanggan, yang direpresentasikan oleh konsep kualitas hubungan, serta untuk mengeksplorasi dampaknya pada citra merek, niat partisipasi, dan niat pembelian dalam konteks aktivitas perdagangan sosial. Penelitian ini menggunakan metode survei sebagai alat pengumpulan data, dengan kuesioner sebagai instrumen, yang disebar secara berani. Pengambilan sampel dilakukan dengan metode purposive sampling. Metode penelitian yang diterapkan adalah penelitian kuantitatif dengan pendekatan Structural Equation Modeling (SEM). Hasil analisis data menunjukkan bahwa kualitas hubungan mempunyai dampak positif yang signifikan terhadap citra merek, sedangkan pengalaman pelanggan juga berpengaruh positif terhadap kualitas hubungan. Penelitian selanjutnya diharapkan dapat mempertimbangkan penggunaan metode pengukuran yang berbeda dan melibatkan responden yang lebih spesifik untuk mendalami temuan yang diperoleh. Sebagai upaya untuk menarik pelanggan baru, disarankan agar perusahaan mengembangkan citra perusahaan yang kuat, meningkatkan pengalaman pelanggan, dan memperbaiki persepsi terhadap produk dan layanannya

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