Makna Loyalitas Konsumen Brand Lokal di Era Digital : Studi Fenomenologi terhadap Pengguna Media Sosial
DOI:
https://doi.org/10.30603/ab.v21i1.6386Kata Kunci:
Loyalitas Konsumen; Media Sosial; Fenomenologi; brand local; digital marketingAbstrak
Perkembangan media sosial telah mengubah secara mendasar cara konsumen membangun loyalitas terhadap merek, khususnya brand lokal. Loyalitas tidak lagi sebatas pada pembelian ulang, tetapi meluas ke dalam bentuk keterlibatan emosional, sosial, dan partisipatif yang terwujud di platform digital seperti Instagram dan TikTok. Penelitian ini bertujuan untuk menggali dan memahami makna loyalitas konsumen terhadap brand lokal di media sosial dengan pendekatan kualitatif fenomenologi. Informan dipilih secara purposive, terdiri atas delapan pengguna aktif berusia 18–35 tahun yang berdomisili di Sulawesi Selatan dan telah berinteraksi secara konsisten dengan brand lokal melalui media sosial. Teknik pengumpulan data meliputi wawancara mendalam, observasi partisipatif, dan dokumentasi digital. Analisis data dilakukan secara tematik dengan memerhatikan esensi pengalaman partisipan. Hasil penelitian mengungkap tiga tema utama: loyalitas sebagai kebersamaan digital, identifikasi nilai terhadap brand lokal, dan interaksi sosial sebagai bentuk keterikatan emosional. Penelitian ini menyimpulkan bahwa loyalitas konsumen di era digital merupakan konstruksi pengalaman yang bersifat reflektif, afektif, dan sosial. Studi ini memberikan kontribusi dalam pengembangan perspektif loyalitas berbasis pengalaman serta menawarkan implikasi praktis bagi strategi digital brand lokal di Indonesia.
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