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Abstract
Penelitian ini bertujuan untuk mengidentifikasi terkait pengaruh kegiatan pemasaran media sosial Instagram terhadap loyalitas pelanaggan pada konteks e-commerce Thrift di Indonesia. Teori utama penelitian ini adalah model dari teori S-O-R atau stimulus, organism, respond dengan menggunakan variabel kegiatan pemasaran media sosial, ekuitas nilai, ekuitas merek, ekuitas hubungan, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner online didapatkan jumlah 150 responden. Jumlah responden tersebut didapatkan dengan menggunakan teknik purposive sampling berdasarkan kriteria responden yang menggunakan Instagram dan pernah membeli produk Thrift secara online. Hasil data dianalisis dengan menggunakan metode PLS-SEM. Adapun hasil dari penelitian ini menunjukan bahwa variabel ekuitas nilai tidak berpengaruh terhadap variabel loyalitas pelanggan, namun variabel kegiatan pemasaran media sosial berpengaruh terhadap loyalitas pelanggan melalui tiga penggerak ekuitas pelanggan. Hasil hipotesis menunjukan variabel kegiatan pemasaran media sosial Instagram berpengaruh positif terhadap ekuitas nilai, ekuitas merek, dan ekuitas hubungan. Selanjutnya, variabel ekuitas merek dan ekuitas hubungan berpengaruh positif terhadap variabel loyalitas pelanggan.
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Copyright (c) 2023 Abdul Malik Hidayatullah, Istyakara Muslichah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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References
Anggraini, V.A. dan Hananto, A. (2020) “The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty,” AFEBI Management and Business Review, 5(1), hal. 1–15. Tersedia pada: https://doi.org/10.47312/ambr.v5i1.299.
Donovan, R. dan Rositter, J. (1982) “Store atmosphere: an environmental psychology approach,” Journal of Retailing, 58(1), hal. 34–57.
Dwivedi, A. et al. (2012) “Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry,” Journal of Retailing and Consumer Services, 19(5), hal. 526–536. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretconser.2012.06.009.
Dwiyantoro, A. dan Harianto, S. (2014) “Fenomenologi Gaya Hidup Mahasiswa UNESA Pengguna Pakaian Bekas,” Paradigma Jurnal Online Mahasiswa, 2(3), hal. 1–8. Tersedia pada: https://ejournal.unesa.ac.id/index.php/paradigma/article/view/9456.
Gulfira, N. (2016) The Art of Thrifting. Diedit oleh D. Febrina dan P.K. Puar. Yogyakarta: Penerbit B First (PT Bentang Pustaka).
Hair, J.F. et al. (2016) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications. Tersedia pada: https://books.google.co.id/books?id=C%5C_EmjgEACAAJ.
Hajli, M.N. (2014) “The role of social support on relationship quality and social commerce,” Technological Forecasting and Social Change, 87, hal. 17–27. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.techfore.2014.05.012.
Jemadu, L. dan Prastya, D. (2022) Jumlah Pengguna Media Sosial Indonesia Capai 191,4 Juta per 2022, Suara.Com. Tersedia pada: https://www.suara.com/tekno/2022/02/23/191809/jumlah-pengguna-media-sosial-indonesia-capai-1914-juta-per-2022 (Diakses: 15 Maret 2023).
Jones, T.O. dan Sasser Jr., W.E. (1995) Why Satisfied Customers Defect, Harvard Business Review. Tersedia pada: https://hbr.org/1995/11/why-satisfied-customers-defect (Diakses: 15 Maret 2023).
Kaplan, A.M. dan Haenlein, M. (2010) “Users of the world, unite! The challenges and opportunities of Social Media,” Business Horizons, 53(1), hal. 59–68. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.bushor.2009.09.003.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. London: Pearson Education.
Lemon, K.N., Rust, R.T. dan Zeithaml, V.A. (2001) “Experimental Investigations of Ultrasonic Cavitation,” Marketing Management Spring, hal. 20–25. Tersedia pada: https://www.researchgate.net/publication/284404248_What_drives_customer_equity.
Maracic, J., Axberg, T. dan Rhodes, M. (2022) The impact of social media marketing on customer loyalty. Linnaeus University.
Oliver, R.L. (1999) “Whence Consumer Loyalty?,” Journal of Marketing, 63(4_suppl1), hal. 33–44. Tersedia pada: https://doi.org/10.1177/00222429990634s105.
Ou, Y.-C., Verhoef, P.C. dan Wiesel, T. (2017) “The effects of customer equity drivers on loyalty across services industries and firms,” Journal of the Academy of Marketing Science, 45, hal. 336–356. Tersedia pada: https://doi.org/10.1007/s11747-016-0477-6.
Razzaq, Z. et al. (2019) “The impact of customer equity drivers on loyalty intentions among Chinese banking customers,” Asia Pacific Journal of Marketing and Logistics, 31(4), hal. 980–1002. Tersedia pada: https://doi.org/10.1108/APJML-10-2017-0243.
Rizaty, M.A. (2022) Pengguna Instagram Indonesia Terbesar Keempat di Dunia, DataIndonesia.id. Tersedia pada: https://dataindonesia.id/digital/detail/pengguna-instagram-indonesia-terbesar-keempat-di-dunia (Diakses: 15 Maret 2023).
Roscoe, J.T. (1975) Fundamental Research Statistics for the Behavioral Sciences, Volume 2. Ann Arbor: Holt, Rinehart and Winston.
Rust, R.T., Lemon, K.N. dan Zeithaml, V.A. (2004) “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68(1), hal. 109–127. Tersedia pada: https://doi.org/10.1509/jmkg.68.1.109.24030.
Sugiyono (2016) Metode Penelitian: Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta Bandung.
Vogel, V., Evanschitzky, H. dan Ramaseshan, B. (2008) “Customer Equity Drivers and Future Sales,” Journal of Marketing, 72(6), hal. 98–108. Tersedia pada: https://doi.org/10.1509/jmkg.72.6.098.
Yadav, M. dan Rahman, Z. (2018) “The influence of social media marketing activities on customer loyalty,” Benchmarking: An International Journal, 25(9), hal. 3882–3905. Tersedia pada: https://doi.org/10.1108/BIJ-05-2017-0092.
Zhang, S. (Sandy), van Doorn, J. dan Leeflang, P.S.H. (2014) “Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?,” International Business Review, 23(1), hal. 284–292. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ibusrev.2013.05.002.