Antara Tren Tekanan dan Takut Ketinggalan Realita FOMO Masa Kini
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (e-WOM), trust, social media marketing (SMM), dan price terhadap brand image dalam konteks pemasaran digital. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Data diperoleh dari 237 responden melalui penyebaran kuesioner secara daring. Hasil pengujian menunjukkan bahwa seluruh konstruk telah memenuhi kriteria reliabilitas dan validitas. Analisis hipotesis menunjukkan bahwa price dan social media marketing berpengaruh positif dan signifikan terhadap brand image, sedangkan electronic word of mouth dan trust tidak memiliki pengaruh yang signifikan. Temuan ini mengindikasikan bahwa konsumen lebih mempertimbangkan persepsi terhadap harga serta pengalaman interaksi melalui media sosial dibandingkan ulasan daring maupun tingkat kepercayaan dalam membentuk citra merek. Penelitian ini memberikan kontribusi terhadap pengembangan literatur pemasaran digital serta memberikan implikasi praktis bagi perusahaan dalam merancang strategi penetapan harga dan pemasaran media sosial yang efektif guna meningkatkan brand image.
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