OPTIMALISASI USER GENERATED CONTENT SEBAGAI STRATEGI PEMASARAN DIGITAL PADA UMKM DI KOTA SUNGAI PENUH
DOI:
https://doi.org/10.36272/jes.v14i1.407Keywords:
User Generated Content, Pemasaran Digital, UMKM, Perilaku Konsumen, IndonesiaAbstract
Penelitian ini mengkaji optimalisasi User Generated Content (UGC) sebagai strategi pemasaran digital untuk Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Sungai Penuh, Indonesia. Menggunakan analisis kuantitatif dari data sekunder platform e-commerce, termasuk 1.250 ulasan konsumen dan data interaksi, penelitian ini mengevaluasi hubungan antara keterlibatan UGC dan keputusan pembelian konsumen. Analisis sentimen mengungkapkan bahwa 78% UGC terkait UMKM lokal membawa sentimen positif, sedangkan Structural Equation Modeling menunjukkan hubungan signifikan antara paparan UGC, kepercayaan konsumen (β=0,67, p<0,001), dan niat pembelian (β=0,58, p<0,001). Temuan menunjukkan bahwa implementasi strategis UGC dapat secara substansial meningkatkan kesadaran merek dan loyalitas pelanggan bagi UMKM regional dengan sumber daya pemasaran terbatas. Penelitian ini berkontribusi pada literatur yang berkembang tentang strategi pemasaran digital di negara berkembang dan memberikan rekomendasi praktis bagi pemangku kepentingan UMKM di pasar regional serupa.
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Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
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Feng, Y., Chen, H., & Kong, Q. (2021). An expert with whom I can identify: The role of narratives in influencer marketing. International Journal of Advertising, 40(7), 972-993. https://doi.org/10.1080/02650487.2020.1824751
Fırat, M., & Dholakia, N. (2016). From consumer to construer: Travels in human subjectivity. Journal of Consumer Culture, 17(3), 504-522. https://doi.org/10.1177/1469540515623605
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