Membangun Keterlibatan Pelanggan Melalui Pemasaran Media Sosial pada Merek 3Second: Ekuitas Merek dan Kepercayaan Merek Sebagai Variabel Mediasi

Authors

  • Muhammad Fauzy Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
  • Aflit Nuryulia Praswati Universitas Muhammadiyah Surakarta, Surakarta, Indonesia

DOI:

https://doi.org/10.38035/jmpis.v6i1.3427

Keywords:

Pemasaran Media Sosial, Keterlibatan Pelanggan, Ekuitas Merek, Kepercayaan Merek, Model S-O-R

Abstract

Dalam era digital, pemasaran media sosial telah menjadi strategi utama yang digunakan berbagai merek untuk meningkatkan keterlibatan pelanggan. Penelitian ini bertujuan untuk menganalisis dampak aktivitas pemasaran media sosial terhadap keterlibatan pelanggan pada merek 3Second, dengan ekuitas merek dan kepercayaan merek sebagai variabel mediasi. Menggunakan pendekatan model Stimulus-Organism-Response (S-O-R), penelitian ini berfokus pada 150 responden yang merupakan pengikut akun Instagram 3Second dan telah melakukan pembelian produk. Metode yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh positif signifikan terhadap ekuitas merek dan kepercayaan merek, yang selanjutnya meningkatkan keterlibatan pelanggan. Temuan ini memberikan wawasan strategis bagi pelaku bisnis dalam memaksimalkan efektivitas pemasaran media sosial untuk membangun hubungan yang lebih kuat dengan pelanggan.

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Published

2024-12-20

How to Cite

Fauzy, M., & Nuryulia Praswati, A. (2024). Membangun Keterlibatan Pelanggan Melalui Pemasaran Media Sosial pada Merek 3Second: Ekuitas Merek dan Kepercayaan Merek Sebagai Variabel Mediasi. JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL, 6(1), 184–198. https://doi.org/10.38035/jmpis.v6i1.3427

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Vol. 6 No. 1 (2024): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Desember 2024 - Januari 2025)

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