STRATEGI PEMASARAN BISNIS DISTRO PADA MASA PASCA PANDEMI COVID-19 MELALUI OPTIMALISASI KAPASITAS PENGUNGKIT ADVOKASI DIGITAL
DOI:
https://doi.org/10.20527/jwmthemanagementinsightjournal.v10i3.227Keywords:
Covid-19, Pemasaran Digital, Pengungkit advokasi digitalAbstract
ABSTRAK
Penelitian ini merupakan penelitian konseptual yang dilakukan dengan tujuan untuk mengetahui apa saja faktor-faktor yang dapat memengaruhi e-advocacy leverage capacity pada industri distro di Bandung. Kondisi pasca pandemi Covid-19, memberikan tantangan baru bagi para pebisnis dikarenakan berubahnya perilaku konsumen. Pemasaran strategis menjadi cara bagi pebisnis untuk tetap bisa meningkatkan loyalitas konsumen, terutama pada situasi pasca Covid-19. Digitalisasi yang tersedia saat ini, menjadi pilihan bagi pebisnis untuk melakukan advokasi dengan memanfaatkan pemasaran digital. Model penelitian ini berkontribusi pada pengembangan konsep tentang advokasi konsumen dari perspektif pemasaran strategis, yang masih jarang dipelajari. Data didapatkan berdasarkan kuesioner survei online yang dikelola peneliti dari pelaku bisnis pada industri distro di Bandung. Data dianalisis berdasarkan validitas konstruk, validitas konvergen dan pemodelan persamaan struktural dengan menggunakan software Smart Partial Least Squares (PLS). E-advocacy leverage capacity mengembangkan konsep advokasi konsumen yang menjadi fokus pada pemasaran digital. Penelitian ini diharapkan tidak hanya berakhir dengan pembelian tetapi juga berkaitan dengan bagaimana cara untuk membuat konsumen bersedia dan mampu mereferensikan atau bahkan memberikan dorongan positif kepada orang lain untuk mengonsumsi sebuah produk.
Kata kunci: Covid-19, Pemasaran Digital, Pengungkit advokasi digital
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