Kepuasan Pembaca Sebagai Mediator Strategis Kinerja Pemasaran Media Digital
DOI:
https://doi.org/10.37385/ceej.v6i4.8853Keywords:
Transformasi Digital, Efisiensi Operasional, Kepuasan Pembaca, Kinerja Pemasaran, Media DigitalAbstract
Transformasi digital menjadi agenda strategis bagi industri media, khususnya dalam menghadapi percepatan digitalisasi pasca pandemi. Namun, keberadaan di ranah daring tidak selalu berbanding lurus dengan pencapaian kinerja pemasaran. Penelitian ini mengkaji pengaruh transformasi digital dan efisiensi operasional terhadap kinerja pemasaran, dengan kepuasan pembaca sebagai variabel mediasi. Studi dilakukan pada Bisnis Indonesia Perwakilan Makassar, unit regional dari media nasional Bisnis Indonesia Group. Data diperoleh melalui survei daring terhadap 100 pembaca aktif sulawesi.bisnis.com dan dianalisis menggunakan metode PLS-SEM. Hasil menunjukkan bahwa transformasi digital dan efisiensi operasional berpengaruh positif signifikan terhadap kinerja pemasaran. Kepuasan pembaca terbukti sebagai mediator parsial yang memperkuat pengaruh kedua variabel tersebut. Efek tidak langsung melalui kepuasan lebih besar dibandingkan efek langsung, menandakan pentingnya strategi digital dan operasional yang berorientasi pada pengalaman pengguna. Temuan ini mempertegas bahwa keberhasilan pemasaran media digital ditentukan oleh sinergi kapabilitas internal dan kepuasan pembaca, serta menyoroti kontribusi baru bahwa orientasi pada pengalaman pengguna menjadi elemen strategis dalam memperkuat daya saing media regional di era digital.
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