Penerapan Konten Testimoni @keluarga baba dalam Membangun Kepercayaan Pelanggan
DOI:
https://doi.org/10.53682/edutik.v5i2.11621Keywords:
Testimoni, Kepercayaan Pelanggan, Instagram, FramingAbstract
ABSTRAK< strong>< p>
< em>Di era digital media sosial menjadi alat strategis dalam pemasaran dan pencitraan merek Keluarga Baba Wedding Organizer sebagai pelaku industri kreatif di bidang pernikahan memanfaatkan konten testimoni pelanggan untuk membangun citra profesional dan terpercaya Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus Data dikumpulkan melalui wawancara mendalam dengan tim pemasaran dan kreatif @keluarga baba observasi partisipatif dan dokumentasi media sosial Hasil penelitian menunjukkan bahwa testimoni yang dikemas secara autentik dengan pendekatan visual dan naratif yang menarik serta penyampaian melalui fitur fitur Instagram seperti Reels dan Stories mampu membangun kepercayaan dan keterlibatan emosional audiens Strategi framing digunakan dalam penyusunan narasi testimoni untuk memengaruhi persepsi publik terhadap kualitas layanan Penelitian ini menyimpulkan bahwa konten testimoni bukan hanya alat promosi tetapi juga instrumen penting dalam menciptakan loyalitas pelanggan di era pemasaran digital < em>< p>
ABSTRACT< strong>< p>
< em>In the digital era social media has become a strategic tool in marketing and branding Keluarga Baba Wedding Organizer as a creative industry player in the wedding sector utilizes customer testimonial content to build a professional and trustworthy image This study uses a qualitative approach with a case study method Data were collected through in depth interviews with the marketing and creative team @keluarga baba participant observation and social media documentation The results of the study show that authentically packaged testimonials with an attractive visual and narrative approach and delivery through Instagram features such as Reels and Stories are able to build trust and emotional engagement of the audience Framing strategies are used in compiling testimonial narratives to influence public perception of service quality This study concludes that testimonial content is not only a promotional tool but also an important instrument in creating customer loyalty in the digital marketing era < em>< p>
References
Aisyah S Rachmadi K R 2022 Digitalisasi pemasaran melalui sosial media marketing pada pelaku UMKM guna peningkatan pendapatan RESWARA: Jurnal Pengabdian Kepada Masyarakat 3 2 442 448
De Veirman M Cauberghe V Hudders L 2017 Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude International journal of advertising 36 5 798 828
Djafarova E Rushworth C 2017 Exploring the credibility of online celebrities Instagram profiles in influencing the purchase decisions of young female users Computers in human behavior 68 1 7
Entman R M 1993 Framing: Toward clarification of a fractured paradigm Journal of communication 43 4 51 58
Goffman E 1974 Frame analysis: An essay on the organization of experience Harvard University Press
Kim A J Ko E 2012 Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand Journal of Business research 65 10 1480 1486
Kotler P Keller K L 2016 Manajemen pemasaran Jilid I Edisi ke 13 Erlangga
Moleong L J 2017 Metodologi penelitian kualitatif: Pendekatan untuk memahami realitas sosial melalui data non numerik Edisi Revisi PT Remaja Rosdakarya
Nurhayati S 2020 Pengaruh Brand Trust Brand Experience Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Jurnal Bisnis Manajemen dan Akuntansi 7 2 36 46
Sari O H Rukmana A Y Munizu M Novel N J A Salam M F Hakim R M A Purbasari R 2023 DIGITAL MARKETING: Optimalisasi Strategi Pemasaran Digital PT Sonpedia Publishing Indonesia
We Are Social Hootsuite 2024 Laporan digital Indonesia 2024: Tren media sosial dan perilaku pengguna internet di Indonesia
