Nilai Co-Creation Dan Social Media Marketing Terhadap Peningkatan Customer Relationship (Studi Pada Hidden Place Medan)

Altaka Raka Zapata Tito; Audyta Ramadhani Purba; Aurellia Putri; Larose Nikita Zienri; Teuku Muhammad Raihan Fahlevi; Onan Marakali Siregar; Afrila Mulyati Siregar

doi:10.46576/wdw.v18i3.4747

Nilai Co-Creation Dan Social Media Marketing Terhadap Peningkatan Customer Relationship (Studi Pada Hidden Place Medan)

Altaka Raka Zapata Tito, Audyta Ramadhani Purba, Aurellia Putri, Larose Nikita Zienri, Teuku Muhammad Raihan Fahlevi, Onan Marakali Siregar, Afrila Mulyati Siregar

Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh nilai co-creation dan social media marketing terhadap peningkatan customer relationship, dengan mengambil studi kasus pada Hidden Place, sebuah cafe yang mengusung konsep unik di Kota Medan. Melalui pendekatan kualitatif dengan metode deskriptif, data dikumpulkan melalui wawancara dan observasi terhadap lima informan, termasuk pemilik dan staf Hidden Place, serta konsumen yang telah datang berkali-kali. Hasil penelitian menunjukkan bahwa Hidden Place berhasil menerapkan co-creation dengan melibatkan pelanggan dalam proses pengembangan produk, modifikasi menu, dan respons terhadap masukan konsumen. Strategi pemasaran media sosial, terutama di Instagram dan TikTok, juga terbukti efektif dalam memperluas jangkauan dan memperkuat keterlibatan pelanggan. Dengan mengadopsi nilai co-creation dan social media marketing, Hidden Place berhasil meningkatkan kepuasan, loyalitas, keterlibatan, kepercayaan, dan nilai yang dirasakan pelanggan, membedakannya dari pesaing dan menjaga relevansi di pasar yang kompetitif.

Keywords

Co-Creation, Customer Relationship, Social Media Marketing, Media sosial

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DOI: https://doi.org/10.46576/wdw.v18i3.4747