ANALISIS PEMASARAN DIGITAL, E-WOM DAN CITRA MERK SEBAGAI DETERMINAN KEPUASAN PELANGGAN
DOI:
https://doi.org/10.25134/digibe.v4i1.478Keywords:
digital marketing, electronic word of mouth, citra merek, kepuasan pelanggan, produk kosmetikAbstract
Penelitian ini dilatarbelakangi oleh fenomena penurunan penjualan produk Facial Wash Wardah Lightening selama tiga tahun terakhir, yaitu pada periode 2021 hingga 2023, di beberapa toko swalayan di Kabupaten Banyumas. Kondisi tersebut mengindikasikan adanya pertumbuhan penjualan yang negatif dan mengarah pada permasalahan kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, electronic word of mouth, dan citra merek terhadap kepuasan pelanggan produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 100 responden yang merupakan pengguna produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Instrumen penelitian berupa kuesioner yang disebarkan secara daring melalui media formulir elektronik. Teknik analisis data dilakukan menggunakan perangkat lunak statistik SPSS versi 22. Hasil penelitian menunjukkan bahwa digital marketing, electronic word of mouth, dan citra merek secara simultan berpengaruh positif terhadap kepuasan pelanggan. Secara parsial, digital marketing dan citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan electronic word of mouth tidak berpengaruh signifikan terhadap kepuasan pelanggan. Temuan ini menunjukkan bahwa optimalisasi strategi digital marketing dan penguatan citra merek memiliki peranan penting dalam meningkatkan kepuasan pelanggan. Penelitian ini merekomendasikan agar perusahaan lebih fokus pada pengelolaan pemasaran digital dan konsistensi citra merek guna meningkatkan kepuasan dan keberlanjutan produk di pasar.
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