PENGARUH SOCIAL MEDIA BRAND ENGAGEMENT TERHADAP WILLINGNESS TO PAY A PREMIUM PADA LUXURY BRANDS DI KALANGAN MASYARAKAT JABODETABEK
DOI:
https://doi.org/10.46576/bn.v8i2.6883Kata Kunci:
Social media brand engagement, Consumer empowerment, Parasocial interactions, Willingness to pay a premium, Luxury skincareAbstrak
Industri skincare mewah di Indonesia mengalami pertumbuhan yang pesat seiring dengan meningkatnya penggunaan media sosial dan kebutuhan konsumen akan produk berkualitas dengan citra eksklusif. Dalam kondisi ini, keterlibatan merek di media sosial menjadi strategi kunci untuk membangun nilai yang dirasakan dan mendorong kesediaan konsumen untuk membayar lebih. Penelitian ini bertujuan untuk mengkaji pengaruh Social Media Brand Engagement, Consumer Empowerment, dan Parasocial Interactions terhadap Willingness to Pay Premium. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei online melalui kuesioner. Data dikumpulkan dari 102 responden yang berdomisili di wilayah Jabodetabek, merupakan pengguna aktif media sosial, serta memiliki pengalaman atau minat terhadap produk skincare mewah. Teknik analisis data menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) dengan bantuan software AMOS. Hasil pengujian menunjukkan bahwa Social Media Brand Engagement memiliki pengaruh positif dan signifikan terhadap Consumer Empowerment dan Parasocial Interactions. Namun, Consumer Empowerment dan Parasocial Interactions tidak memiliki pengaruh langsung yang signifikan terhadap Willingness to Pay Premium. Implikasi dari temuan ini menunjukkan bahwa merek perlu memfokuskan strategi digital mereka pada peningkatan keterlibatan sosial untuk menciptakan nilai emosional dan memperkuat persepsi eksklusivitas.
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