Meningkatkan Loyalitas Merek Melalui Keterlibatan Komunitas Di Media Sosial Produk: Studi Pada Konsumen Scarlett
DOI:
https://doi.org/10.37385/msej.v5i2.6664Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh Aktivitas Pemasaran Media Sosial (APMS) dan pemberian reward terhadap loyalitas merek produk Scarlett, dengan keterlibatan komunitas sebagai variabel pemediasi. Data diperoleh melalui kuesioner yang disebarkan kepada 139 mahasiswa Universitas Muhammadiyah Surakarta yang telah membeli produk Scarlett. Analisis data menggunakan metode Structural Equation Modelling (SEM) berbasis Partial Least Square (PLS), yang memungkinkan penilaian terhadap hubungan langsung dan tidak langsung antar variabel yang ada. Temuan penelitian ini menunjukkan bahwa APMS dan pemberian reward memberikan pengaruh positif terhadap loyalitas merek, baik secara langsung maupun melalui keterlibatan komunitas sebagai faktor perantara. Variabel mediasi ini berperan penting dalam memperkuat dampak strategi pemasaran terhadap loyalitas konsumen. Temuan ini menggarisbawahi pentingnya keterlibatan komunitas dalam membangun hubungan jangka panjang yang solid antara merek dan konsumennya. Scarlett disarankan untuk mengoptimalkan penggunaan media sosial dengan pendekatan yang lebih interaktif dan memberikan reward yang relevan untuk meningkatkan keterlibatan konsumen. Penelitian ini diharapkan dapat memberikan wawasan bagi perusahaan dalam mengembangkan strategi pemasaran yang lebih efektif. Keterbatasan penelitian ini adalah sampel yang hanya mencakup mahasiswa, sehingga penelitian lanjutan disarankan untuk melibatkan kelompok konsumen yang lebih luas agar hasilnya dapat digeneralisasi dengan lebih baik.
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