Peran Elemen Media Sosial Dalam Mendorong Kreasi Dan Keterlibatan Konsumen
DOI:
https://doi.org/10.32493/jpkpk.v5i3.17886Keywords:
Consumer-Brand Engagement, Perceived Brand Value, Social Media Marketing, Wearable Healthcare TechnologyAbstract
Penelitian ini mengembangkan secara empiris dalam menguji model penelitian dampak dari lima elemen Social Media Marketing (SMM): entertainment,customization,interactivity, electronic-word-of mouth (eWOM) and trendiness terhadap niat konsumen untuk berpartisipasi dalam penciptaan bersama nilai dan pada konsumen - keterlibatan merek (CBE) dan dirasakan nilai merek pada gilirannya. analisis yang digunakan dalam penelitian ini yaitu pengguna aplikasi nike running yang merupakan produk teknologi kesehatan. Teknologi ini memungkinkan konsumen untuk menikmati pengalaman brand yang unik dalam proses berbagi pengalaman mereka dalam menggunakan produk teknologi perawatan kesehatan yang dapat di unggah di platform media sosial. Data yang diperoleh menggunakan Google form sebanyak 229 responnden,pengguna Nike Running Indonesia. Penelitian ini menggunakan metode uji validitas dan reliabilitas untuk pengujiannya. Hasil penelitian ini menjelaskan bahwa customization, ewom, interactivity berpengaruh positif terhadap value co-creation, sedangkan entertainment dan trendiness tidak. Sehingga hasil penelita ini dapat berguna bagi para manajer perusahaan untuk dapet mengembangkan dengan adanya peran media sosial.
Keywords: Consumer-Brand Engagement; Perceived Brand Value; Social Media Marketing; Wearable Healthcare Technology
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