PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES DAN CUSTOMER KNOWLEDGE TERHADAP VISIT INTENTION DIMEDIASI OLEH PERCEIVED VALUE
DOI:
https://doi.org/10.35794/jmbi.v11i1.54189Abstrak
Pertumbuhan klinik di negara berkembang telah mengalami peningkatan yang tinggi sehingga menciptakan lingkungan yang kompetitif. Tujuan penelitian ini untuk menganalisa pengaruh social media marketing dan customer knowledge terhadap visit intention dengan perceived value sebagai variabel mediasi. Pengujian model penelitian hasil modifikasi dari penelitian terdahulu dilakukan dengan metode survei kuantitatif dengan pendekatan data cross-sectional. Data responden diambil secara purposive sampling dengan kuesioner dari individu yang pernah melihat media sosial Klinik XYZ. Terdapat 320 sampel yang memenuhi syarat dan sampel dianalisis mengunakan PLSSEM. Hasil penelitian menunjukkan lima dari enam variabel independen terbukti mempunyai pengaruh yang signifikan dan positif. Interactivity pada media sosial terbukti mempunyai pengaruh paling kuat, diikuti dengan informativeness, trendiness, customer knowledge, dan e-WOM. Sedangkan, satu variabel independen yaitu personalization tidak terbukti mempunyai pengaruh yang signifikan. Temuan penelitian ini membuktikan dampak positif perceived value terhadap visit intention. Dari penemuan penelitian ini, dapat diambil beberapa implikasi managerial bagi tim pemasaran managemen klinik kecantikan. Terdapat sejumlah keterbatasan yang diikuti saran bagi penelitian selanjutnya.
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