Saat Data Menjadi Cerita Emosional: Studi Fenomenologi tentang Personalisasi Marketing dalam Kampanye Spotify Wrapped

Rika Meilandari Siagian; Andrian Haro; Adnan Kasofi

doi:10.31004/riggs.v5i2.9595

Authors

Rika Meilandari Siagian Universitas Negeri Jakarta
Andrian Haro Universitas Negeri Jakarta
Adnan Kasofi Universitas Negeri Jakarta

DOI:

https://doi.org/10.31004/riggs.v5i2.9595

Keywords:

Spotify Wrapped, Customer Engagement, Personalisasi Pemasaran, Kampanye Digital, Fenomenologi

Abstract

Penelitian ini membahas personalisasi pemasaran dalam kampanye digital Spotify Wrapped melalui pengalaman pengguna Spotify sebagai salah satu bentuk strategi komunikasi pemasaran berbasis data yang banyak digunakan pada platform digital. Pendekatan kualitatif dengan metode fenomenologi digunakan untuk memahami secara lebih mendalam bagaimana pengguna memaknai pengalaman personalisasi yang ditampilkan dalam Spotify Wrapped serta bagaimana pengalaman tersebut hadir dalam aktivitas penggunaan sehari-hari. Data penelitian diperoleh melalui wawancara mendalam terhadap 10 pengguna aktif Spotify yang dipilih secara purposive berdasarkan kriteria penelitian yang telah ditentukan sebelumnya. Analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan dengan menggunakan Customer Engagement Theory sebagai dasar interpretasi untuk memahami keterlibatan pengguna terhadap konten yang disajikan. Hasil penelitian memperlihatkan bahwa Spotify Wrapped menghadirkan pengalaman personalisasi yang mampu mendorong keterlibatan pengguna pada aspek kognitif, emosional, dan perilaku. Personalisasi yang ditampilkan memunculkan proses refleksi terhadap preferensi musik yang selama ini mereka dengarkan, membangun respons emosional tertentu terhadap hasil yang ditampilkan, serta mendorong pengguna untuk berpartisipasi dalam aktivitas berbagi konten melalui berbagai platform media sosial. Di sisi lain, sebagian pengguna menilai bahwa hasil personalisasi yang disajikan belum sepenuhnya mampu merepresentasikan identitas dan kebiasaan mendengarkan musik mereka secara akurat. Penelitian ini menunjukkan bahwa personalisasi pemasaran dalam platform digital tidak hanya berkaitan dengan pemanfaatan data pengguna, tetapi juga berkaitan erat dengan bagaimana pengalaman tersebut dipahami, dimaknai, dan diinterpretasikan secara personal oleh pengguna dalam interaksi digital sehari-hari.

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