PEMASARAN DIGITAL BERBASIS KEPUASAN: Membangun Model Keberhasilan Bisnis Online melalui Eksposur Media dan Kualitas Informasi
Kata Kunci:
pemasaran digital, bisnis online, informasiSinopsis
Buku monograf ini, “Pemasaran Digital Berbasis Kepuasan : Membangun Model Keberhasilan Bisnis Online melalui Eksposur Media dan Kualitas Informasi,” menyajikan pemahaman yang mendalam mengenai pentingnya kepuasan pelanggan dalam strategi pemasaran digital. Buku ini menguraikan konsep dasar pemasaran digital yang berfokus pada kepuasan, serta relevansi eksposur media dan kualitas informasi dalam membangun hubungan yang kuat dengan konsumen.
Dalam buku ini, pembaca akan menemukan berbagai bagian yang membahas definisi pemasaran digital, jenis-jenis eksposur media, serta dimensi kualitas informasi yang mempengaruhi kepuasan pelanggan. Selain itu, buku ini juga mengeksplorasi bagaimana kepuasan pelanggan dapat memediasi minat beli dan loyalitas, serta membahas studi kasus brand sukses yang memanfaatkan kepuasan sebagai mediator.
Buku ini dilengkapi dengan model integratif yang menggabungkan eksposur media, kualitas informasi, dan kepuasan pelanggan, serta menawarkan panduan praktis untuk implementasi strategi pemasaran berbasis kepuasan. Dengan pendekatan yang komprehensif, buku ini bertujuan untuk menjadi sumber referensi bagi akademisi, praktisi pemasaran, dan siapa pun yang ingin memahami dinamika pemasaran digital di era modern.
Melalui buku monograf ini, diharapkan pembaca dapat mengembangkan strategi pemasaran yang lebih efektif dan berkelanjutan, serta meningkatkan pengalaman pelanggan dalam dunia bisnis online.
Bab
-
KATA PENGANTAR
-
DAFTAR ISI
-
BAGIAN I KONSEP DASAR PEMASARAN DIGITAL BERBASIS KEPUASAN
-
BAGIAN II EKSPOSUR MEDIA (MEDIA EXPOSURE) DALAM ERA DIGITAL
-
BAGIAN III KUALITAS INFORMASI SEBAGAI DASAR KEPUASAN
-
BAGIAN IV PERAN KEPUASAN PENERIMA DALAM MEMEDIASI MINAT BELI
-
BAGIAN V MEMBANGUN MODEL INTEGRATIF: EKSPOSUR MEDIA, KUALITAS INFORMASI, DAN KEPUASAN
-
BAGIAN VI IMPLEMENTASI STRATEGI DAN PANDUAN PRAKTIS
-
BAGIAN VII TANTANGAN DAN PELUANG DI ERA DIGITAL
-
BAGIAN VIII PERAN TEKNOLOGI DALAM PEMASARAN DIGITAL
-
BAGIAN IX ETIKA DAN TANGGUNG JAWAB DALAM PEMASARAN DIGITAL
-
BAGIAN X TREN MASA DEPAN PEMASARAN DIGITAL
-
GLOSARIUM
-
DAFTAR PUSTAKA
-
PROFIL PENULIS
Downloads
Referensi
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Barclay, D., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2(2), 285–309.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Chaffey, D. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.
Chaffey, D. (2020). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.
Davenport, T. H., & Ronanki, R. (2018). AI for the Real World. Harvard Business Review, 96(1), 108-116.
Dietrich, G. (2014). Spin Sucks: Communication and Reputation Management in the Digital Age. Que Publishing.
DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60–95.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9–30.
Enge, E., Spencer, S., Stricchiola, J., & Fishkin, R. (2012). The Art of SEO: Mastering Search Engine Optimization (2nd ed.). O'Reilly Media.
European Commission. (2021). General Data Protection Regulation (GDPR).
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Goldman Sachs. (2021). The Future of AR and VR: A Market Overview.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Handley, A., & Patterson, J. (2012). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Wiley.
Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares (pp. 713–735). Springer.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
Kaushik, A. (2009). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Sybex.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
Martin, K. (2016). Privacy by Design: The New Competitive Advantage. The Business of Data.
McKinsey & Company. (2016). The Age of Analytics: Competing in a Data-Driven World.
Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review.
Nielsen. (2018). The Sustainability Imperative: New Insights on Consumer Expectations.
Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers discuss more sophisticated models. Industrial Management & Data Systems, 116(9), 1849-1864.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
Pew Research Center. (2020). Americans and Privacy: Concerned, Confused and Feeling a Lack of Control Over Their Personal Information.
Pew Research Center. (2021). Social Media Use in 2021.
Ponemon Institute. (2020). 2020 Cost of a Data Breach Report.
Porter, M. E., & Kramer, M. R. (2011). Creating Shared Value. Harvard Business Review.
Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123.
Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review.
Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.
Sarstedt, M., Hair, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
Scott, D. M. (2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (6th ed.). Wiley.
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Urde, M., & Koch, C. (2014). Market and brand-oriented schools of positioning. Journal of Product & Brand Management, 23(7), 478–490.
Wang, R. Y., & Strong, D. M. (1996). Beyond accuracy: What data quality means to data consumers. Journal of Management Information Systems, 12(4), 5–33.
Westin, A. F. (2015). Privacy and Freedom. Ig Publishing.
