Kegiatan Pemasaran Media Sosial yang Dirasakan dan Ekuitas Merek Sepatu Berbasis Konsumen di Jabodetabek
Abstract
Pemasaran digital telah muncul sebagai titik fokus dalam lanskap pemasaran karena kemajuan teknologi, menciptakan lingkungan yang menarik bagi pelanggan, khususnya di platform media sosial. Facebook dan Instagram, misalnya, memiliki miliaran pengguna aktif setiap hari, dan orang dewasa di Amerika Serikat menghabiskan rata-rata 45 menit per hari di situs jejaring sosial melalui ponsel cerdas mereka. Hal ini menggarisbawahi pentingnya media sosial sebagai alat komunikasi pemasaran bagi bisnis. Penelitian sebelumnya menunjukkan bahwa persepsi positif terhadap aktivitas pemasaran media sosial suatu merek meningkatkan loyalitas merek, persepsi kualitas, dan kesadaran merek, yang secara kolektif berkontribusi terhadap ekuitas merek berbasis konsumen yang positif. Selain itu, halaman media sosial merek yang menarik dan secara konsisten membagikan konten menarik dan berinteraksi dengan pengikut dapat meningkatkan Pengalaman Merek pengikut dan, akibatnya, memperkuat ekuitas merek berbasis konsumen. Penelitian ini mengeksplorasi peran mediasi Pengalaman Merek antara persepsi aktivitas pemasaran media sosial dan ekuitas merek berbasis konsumen, dengan menyoroti mekanisme yang mendasarinya. Lebih lanjut, penelitian ini menyelidiki pengaruh moderasi perilaku kreasi bersama pada hubungan antara persepsi aktivitas pemasaran media sosial dan Pengalaman Merek. Penelitian ini berkontribusi pada literatur dengan mengatasi kompleksitas konstruksi multidimensi dan menggunakan teknik pemodelan persamaan struktural. Pada akhirnya, buku ini menawarkan wawasan bagi para akademisi dan pemasar masa depan yang ingin memahami dinamika rumit pemasaran media sosial dalam membentuk pengalaman merek dan ekuitas merek berbasis konsumen.
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