Pengaruh Brand Awareness, Customer Engagement, Dan User Experience Terhadap Customer Inquiry Pada Tahap Awal Digitalisasi Di Instagram Bumi Makaya Cibodas
DOI:
https://doi.org/10.37385/w347g183Keywords:
Brand Awareness, Customer Engagement, User Experience, Customer Inquiry, PLS-SEM.Abstract
Bumi Makaya Cibodas (BMC), pengembang perumahan di Purwakarta, berada pada tahap awal digital marketing melalui Instagram (@bumi_makaya). Terdapat kesenjangan signifikan antara tingginya reach konten (52.991 akun) dengan rendahnya Customer Inquiry, dengan hanya 3 ketukan tautan kontak yang tercatat pada periode Desember 2025 hingga Januari 2026. Penelitian ini bertujuan menganalisis pengaruh Brand Awareness, Customer Engagement, dan User Experience Instagram secara parsial dan simultan terhadap Customer Inquiry pada tahap awal digitalisasi BMC.Penelitian menggunakan pendekatan kuantitatif deskriptif-verifikatif dengan teknik purposive sampling. Sebanyak 105 responden valid diperoleh dari 118 respons. Data dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.Hasil menunjukkan bahwa Customer Engagement berpengaruh positif dan signifikan terhadap Customer Inquiry (H2 diterima), sementara Brand Awareness dan User Experience berpengaruh positif namun tidak signifikan (H1 dan H3 ditolak). Secara simultan, ketiga variabel berpengaruh signifikan terhadap Customer Inquiry dengan nilai R²=0,651 (H4 diterima). Customer Engagement merupakan prediktor dominan (β=0,648; f²=0,453). Temuan ini menjadi landasan strategis bagi BMC dalam mengoptimalkan konten Instagram guna meningkatkan Customer Inquiry.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252271. https://doi.org/10.1177/1094670511411703
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Dalimunthe, G. P., Bestari, D. K. P., Lisdayanti, A., & Kurniawan, R. (2023). Model penciptaan nilai produk olahan stroberi di wilayah Bandung Selatan. Jurnal Ekonomi Efektif, 5(4), 595599. https://doi.org/10.32493/JEE.v5i4.31428
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 3950. https://doi.org/10.1177/002224378101800104
Garrett, J. J. (2011). The elements of user experience: User-centered design for the web and beyond (2nd ed.). New Riders.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
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), 115135. https://doi.org/10.1007/s11747-014-0403-8
Hervina, R., & Kurniawan, R. (2026). Pengaruh quality of service, digital innovation & brand image melalui customer satisfaction dan dampaknya terhadap customer loyalty pada Bank Syariah Indonesia Cabang Cianjur. Jurnal Ekonomi Manajemen Sistem Informasi, 7(3), 26252644. https://doi.org/10.38035/jemsi.v7i3.7461
Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555573. https://doi.org/10.1080/0965254X.2011.599493
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Kurniawan, R., Mohd Saudi, M. H., & Wijaya, Z. R. (2018). The influence of brand equity and STP towards pricing strategy and the impact on decision making. International Journal of Engineering & Technology, 7(4), 318326. https://doi.org/10.14419/ijet.v7i4.34.25304
Kurniawan, R., & Nurlail, A. M. A. (2023). Pengaruh social media advertising dan endorsement terhadap perilaku pembelian konsumen pada brand Delblack. Management Studies and Entrepreneurship Journal (MSEJ), 4(2), 21202130. https://doi.org/10.52851/cakrawala.v6i2.325
Kurniawan, R., Rashela, W., & Widina. (2024). The influence of service quality and price on customer satisfaction at Kopi Nako Bandung. Sinergi International Journal of Management and Business, 2(3), 167176. https://doi.org/10.61194/ijmb.v2i3.249
Lestari, Y. D., & Kurniawan, R. (2025). Brand trust as mediator between influencer marketing, brand image, and repurchase intention at Rabbani. Journal of Applied Business, Taxation and Economics Research, 5(2), 265278. https://doi.org/10.54408/jabter.v5i2.480
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
We Are Social & Meltwater. (2025). Digital 2025: Indonesia (October Update). We Are Social. https://wearesocial.com/id/blog/2025/10/digital-2025-october-global-statshot-report/
