Pengalaman Digital dan Brand Advocacy: Systematic Literature Review Perilaku Konsumen di Era Digital
Keywords:
brand advocacy, perilaku konsumen, digital experience, word of mouthAbstract
Transformasi digital telah mengubah cara konsumen berinteraksi dan berhubungan dengan merek sehingga menciptakan pengalaman yang lebih dinamis dan interaktif di berbagai platform digital. Penelitian ini bertujuan untuk meninjau secara sistematis hubungan antara pengalaman digital (digital experience) dan perilaku advokasi merek (brand advocacy) dalam konteks perilaku konsumen di era digital. Metode yang digunakan adalah Systematic Literature Review (SLR) dengan mengacu pada pedoman PRISMA 2020. Hasil kajian menunjukkan bahwa pengalaman digital berperan sebagai stimulus utama yang membentuk persepsi positif terhadap merek dan mendorong munculnya perilaku advokatif. Hubungan antara pengalaman digital dan advokasi merek tidak bersifat langsung, melainkan dimediasi oleh keterlibatan konsumen (engagement), keterikatan emosional, serta kualitas hubungan antara konsumen dan merek. Selain itu, interaksi sosial di komunitas online turut memperkuat perilaku advokatif melalui pembentukan rasa memiliki dan identitas kolektif terhadap merek. Secara keseluruhan, penelitian ini menegaskan bahwa pengalaman digital yang positif merupakan pondasi penting dalam menciptakan konsumen sebagai advokat merek yang aktif. Temuan ini memberikan kontribusi bagi pengembangan teori perilaku konsumen digital serta implikasi strategis bagi praktisi dalam merancang pengalaman digital yang lebih bermakna dan berorientasi hubungan jangka panjang.
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