Hubungan Personalisasi Iklan, Keterlibatan Konsumen, dan Manfaat Strategis Terhadap Nilai dalam Konteks: Studi Empiris dari Perspektif Ekosistem Layanan

Abstract

Dewasa ini personalisasi iklan di media sosial, seperti Instagram, telah banyak diterapkan oleh para pelaku bisnis atau pemasaran. Penelitian ini bertujuan untuk menguji hubungan di antara tiga variabel, yaitu personalisasi iklan, keterlibatan konsumen, manfaat strategis, terhadap nilai dalam konteks. Secara spesifik, peneliti ingin menguji: (i) hubungan personalisasi iklan terhadap nilai dalam konteks; (ii) hubungan keterlibatan konsumen terhadap nilai dalam konteks; (iii) hubungan manfaat strategis terhadap nilai dalam konteks. Permasalahan akan dibahas berbasis pada perspektif ekosistem layanan atau logika dominan layanan (LDL). Pengumpulan data primer dilakukan dengan menggunakan kuesioner terstruktur. Seluruh indikator setiap konstruk diukur menggunakan skala Likert tujuh poin. Peneliti berhasil mengumpulkan sampel sebanyak 300 menggunakan metode convenience sampling. Responden adalah generasi millennials yang berdomisi di Jakarta dan Tangerang Selatan, Indonesia. Selanjutnya, tiga hipotesis diuji menggunakan teknik analisis regresi linear. Hasil studi ini memperlihatkan bahwa manfaat strategis dan keterlibatan konsumen terbukti secara signifikan mempengaruhi nilai dalam konteks konsumen. Namun demikian, studi ini tidak menemukan bukti pengaruh personalisasi iklan terhadap nilai dalam konteks. Ada sejumlah kebaruan (novelty) dari penelitian ini, yaitu: (i) merancang instrumen penelitian baru; (ii) menganalisis variabel baru, seperti manfaat strategis dan nilai dalam konteks; (iii) menganalisis dari perspektif ekosistem layanan atau LDL; dan (iv) menganalisis dalam konteks baru dan spesifik yakni personalisasi iklan di media sosial Instagram.

Tailoring the Future of MSME Marketing: A Study on Leveraging Customer Data for Personalized Experiences

“…MSMEs must also be open to interacting and communicating with customers through various channels, such as email, social media, and surveys (Zalova & Karaduman, 2018). Through this interaction, MSMEs will have a clearer picture of customer needs, preferences and behavior, which will assist them in customizing the customer experience and increasing customer loyalty (Subagio et al, 2020).…”

Tailoring the future of MSME marketing: A study on leveraging customer data for personalized experiences

“…The use of customer data can increase the effectiveness of advertising and promotions, improve market segmentation, and increase customer loyalty. One example of implementing customer data is the personalization of content and offers, where customer data is used to produce offers that are more relevant and attractive to certain customers (Subagio et al, 2020). This can increase the likelihood of conversion and customer loyalty.…”

“…However, the use of customer data also has challenges that companies need to overcome. These challenges include issues of privacy, data security, and technical and resource limitations (Subagio et al, 2020). Therefore, it is important for companies to have a clear and transparent privacy policy to ensure that customers feel comfortable about providing their personal information.…”

“…In addition, companies must also consider the privacy policy and customer consent in collecting and using customer data (Subagio et al, 2020). Companies must ensure that customers are comfortable providing their personal information and ensure that the data is only used for lawful purposes.…”

“…The use of customer data by MSMEs is becoming increasingly important in today's digital era. MSMEs may face greater challenges in utilizing customer data compared to large companies (Subagio et al, 2020). Several previous studies have identified the benefits of using customer data in marketing, and how this can improve MSME business performance.…”