Peran Komunitas Online dalam Membentuk Loyalitas Merek: Sebuah Analisis Tematik Interaksi Konsumen di Media Sosial

Retno Ayu Kusumaningrum; Indrayani Nur; Nurhidayanti Nurhidayanti; Mukhtar Galib

doi:10.31004/riggs.v4i2.1043

Authors

Retno Ayu Kusumaningrum STIM Lasharan Jaya Makassar
Indrayani Nur Fakultas Ekonomi dan Bisnis Universitas Bosowa Makassar
Nurhidayanti Nurhidayanti STIM Lasharan Jaya Makassar
Mukhtar Galib Sekolah Tinggi Ilmu Manajemen Lasharan Jaya Makassar

DOI:

https://doi.org/10.31004/riggs.v4i2.1043

Keywords:

Komunitas Online, Loyalitas Merek, Media Sosial, Analisis Tematik

Abstract

Implementasi kecerdasan buatan (AI) telah merevolusi sektor keuangan, khususnya dalam pengambilan keputusan investasi, Penelitian ini bertujuan untuk mengeksplorasi bagaimana komunitas online di media sosial berkontribusi dalam membentuk loyalitas merek. Menggunakan pendekatan kualitatif dan metode analisis tematik, data dikumpulkan melalui wawancara mendalam dan observasi interaksi di komunitas daring yang terkait dengan merek tertentu. Hasil penelitian mengungkapkan empat tema utama yang membentuk loyalitas merek, yaitu: rasa memiliki, advokasi merek, keterlibatan emosional, dan pemberdayaan informasi. Temuan ini menunjukkan bahwa interaksi sosial dalam komunitas online membangun keterikatan yang bersifat emosional dan kolektif, yang pada gilirannya memperkuat loyalitas konsumen terhadap merek. Studi ini memberikan kontribusi pada pemahaman tentang dinamika hubungan konsumen dan merek dalam lingkungan digital, serta menyarankan pentingnya pengelolaan komunitas sebagai strategi jangka panjang dalam membangun loyalitas.

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