Berpindah Merek Produk Saat Covid19: Pengaruh Pengetahuan Produk dan Pemasaran Media Sosial
DOI:
https://doi.org/10.31004/jptam.v6i1.3516Keywords:
Pengetahuan Produk, Pemasaran Media Sosial, Perpindahan Merek, Fast Moving Consumers GoodsAbstract
Beredarnya berbagai merek dan diversifikasi produk yang muncul saat pandemi membuat perilaku konsumen untuk berpindah merek menarik untuk diteliti. Jenis penelitian ini kuantittatif dengan menggunakan teknik PLS dengan responden 120 orang pengguna Fast Moving Consumer Goods (FMCG) dan disebarkan melalui online. Hasil penelitian menunjukkan, pemasaran media sosial memiliki pengaruh negatif terhadap perpindahan merek, hal ini dimungkinkan oleh tingginya tingkat selektif dalam pemilihan merek produk. Konsumen semakin kritis dan memikirkan keabsahan informasi terutama terkait kesehatan pada produk FMCG dan produk rumah tangga lainnya. Sedangkan pengetahuan produk justru sebaliknya. Pengetahuan produk berpengaruh positif terhadap perpindahan merek. Hal ini disebabkan karena pencarian informasi konsumen ternyata cukup tinggi sehingga pengetahuan produk yang diperolah juga menjadi dasar pertimbangan perpindahan merek. Masyarakat semakin teredukasi dan percaya pada merek-merek yang telah memiliki reputasi baik. Merek yang sudah dikenal, mudah untuk mendapatkan kepercayaan masyarakat atau responden.
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