Pengaruh Social Media Marketing Activity (SMMA) dan Customer Experience Terhadap Participation Intention Skincare melalui Relationship Quality (Studi pada Pengguna Media Sosial Tiktok)
DOI:
https://doi.org/10.25077/mssb.6.2.118-139.2025Keywords:
Social Media Marketing Activity (SMMA), Customer Experience, Relationship Quality, Participation IntentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Aktivitas Pemasaran Media Sosial (SMMA) dan Pengalaman Pelanggan terhadap Minat Berpartisipasi produk perawatan kulit di Indonesia pada Generasi Z, dengan Kualitas Hubungan (kepercayaan dan kepuasan) sebagai variabel mediasi. Pendekatan kuantitatif diterapkan dengan menggunakan data cross-sectional, yang dikumpulkan satu kali selama periode tertentu dari responden terpilih. Data primer diperoleh dari 200 responden melalui kuesioner dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa SMMA dan Pengalaman Pelanggan berkontribusi dalam meningkatkan Kualitas Hubungan, yang berperan signifikan dalam mendorong Minat Berpartisipasi. Meskipun demikian, efek mediasi Kualitas Hubungan pada hubungan antara SMMA dan Minat Berpartisipasi tidak signifikan, sedangkan Pengalaman Pelanggan yang dimediasi oleh Kualitas Hubungan secara signifikan mempengaruhi Minat Berpartisipasi. Temuan ini menegaskan bahwa membangun kepercayaan dan kepuasan konsumen sangat penting untuk meningkatkan partisipasi pengguna TikTok (konsumen perawatan kulit), sehingga strategi pemasaran media sosial harus diselaraskan dengan upaya untuk memperkuat kualitas hubungan antara merek dan konsumen.
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