STRATEGI CUSTOMER-DRIVEN MARKETING DALAM MEMBANGUN BRAND EQUITY
DOI:
https://doi.org/10.19166/lectura.v3i1.11162Keywords:
customer-driven marketing strategy, media sosial, ekuitas merek, keterlibatan pelanggan, pemasaran digitalAbstract
Perkembangan teknologi digital telah mengubah paradigma pemasaran dari pendekatan tradisional menuju pendekatan yang berpusat pada pelanggan dan berbasis interaksi digital. Media sosial menjadi platform strategis yang memungkinkan perusahaan membangun hubungan yang lebih personal, dialogis, dan berkelanjutan dengan konsumen. Penelitian ini bertujuan untuk menganalisis peran customer-driven marketing strategy dalam membangun brand equity melalui media sosial. Metode penelitian menggunakan pendekatan kajian literatur dengan mengkaji berbagai sumber akademik yang relevan terkait customer-driven marketing strategy, media sosial, dan brand equity. Hasil kajian menunjukkan bahwa customer-driven marketing strategy berfungsi sebagai strategic orientation yang menempatkan pelanggan sebagai pusat penciptaan nilai, sedangkan media sosial berperan sebagai medium interaksi yang memungkinkan terjadinya engagement, dialog, dan value co-creation antara perusahaan dan konsumen. Interaksi digital tersebut berkontribusi terhadap pembentukan brand equity melalui peningkatan brand awareness, brand association, perceived quality, dan brand loyalty. Media sosial tidak hanya berfungsi sebagai saluran promosi, tetapi juga sebagai ruang konstruksi makna merek melalui partisipasi konsumen dalam ekosistem komunikasi digital. Penelitian ini juga menunjukkan bahwa brand equity dalam era digital bersifat relasional karena terbentuk melalui interaksi berkelanjutan antara merek dan konsumen. Studi ini memberikan kontribusi konseptual dengan mengintegrasikan perspektif customer-driven marketing strategy dan digital engagement dalam menjelaskan pembentukan relational brand equity melalui media sosial.
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