Peran User-Generated Innovation dan Community Engagement dalam Membentuk Brand Agility Industri Beauty-Tech
DOI:
https://doi.org/10.69693/ijmst.v5i1.14610Keywords:
User-Generated Innovation, Community Engagement, Brand Agility, Beauty-TechAbstract
Akselerasi teknologi digital pada industri beauty-tech di Indonesia mendorong pergeseran strategi manajemen inovasi dan teknologi, dari riset dan pengembangan internal yang tertutup menuju open innovation yang melibatkan konsumen. Platform media sosial dan social commerce membuka ruang bagi konsumen Generasi Z untuk menyampaikan keluhan, gagasan, dan ulasan secara langsung, tetapi belum banyak kajian yang menjelaskan bagaimana kontribusi tersebut diubah menjadi kapabilitas strategis merek. Penelitian ini bertujuan menganalisis peran User-Generated Innovation (UGI) dan Community Engagement dalam membentuk Brand Agility pada merek Skintific dari perspektif konsumen Generasi Z. Pendekatan yang digunakan adalah kualitatif dengan desain studi kasus deskriptif-eksploratif. Data dikumpulkan melalui studi dokumentasi, observasi netnografi, dan survei daring terbuka terhadap 30 responden yang dipilih secara purposif, kemudian dianalisis dengan model interaktif Miles, Huberman, dan Saldaña melalui lensa Dynamic Capabilities. Hasil penelitian menunjukkan bahwa 86,7% responden menilai produk baru Skintific menjawab keluhan komunitas digital, 90,0% menilai interaksi komunitas responsif dan edukatif, dan 93,3% menilai Skintific sangat cepat merespons tren. Temuan ini memperlihatkan bahwa UGI dan Community Engagement bekerja sebagai masukan dan konteks bagi kemampuan sensing, seizing, dan transforming. Kontribusi konseptual penelitian ini adalah sintesis kerangka Dynamic Capabilities dengan perilaku kokreasi konsumen digital, yang diterjemahkan menjadi lima strategi manajemen inovasi dan teknologi bagi manajer merek kecantikan. Temuan bersifat persepsional, berasal dari sampel terbatas, dan tidak dimaksudkan untuk digeneralisasi.
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