ANTESEDEN PERILAKU COBRAs : STUDI EMPIRIS BRAND SKINCARE DI INDONESIA

Fatik Rahayu; Ayu Ekasari; Luki Adiati Pratomo; Faiq Raihan Wijanarko; Khansa Fara Wijanarko

doi:10.31955/mea.v10i2.7675

Fatik Rahayu Universitas Trisakti
Ayu Ekasari Universitas Trisakti
Luki Adiati Pratomo Universitas Trisakti
Faiq Raihan Wijanarko Universitas Trisakti
Khansa Fara Wijanarko Universitas Trisakti

DOI: https://doi.org/10.31955/mea.v10i2.7675

Abstract

Penelitian ini bertujuan menganalisis anteseden perilaku Consumers' Online Brand-Related Activities (COBRAs) pada produk skincare di Indonesia. Variabel yang diteliti meliputi Brand Love, Relatability, Brand Engagement, dan Brand Value. Responden adalah konsumen individual yang telah melakukan aktivitas COBRAs yaitu melihat/membaca, berinteraksi, berbagi, dan menciptakan konten terkait merek pada produk skincare di media sosial. Sebanyak 216 responden yang memenuhi syarat terkumpul dan dianalisis menggunakan Structural Equation Modeling (SEM-AMOS). Hasil penelitian menunjukkan bahwa: (1) Relatability berpengaruh positif terhadap Brand Engagement; (2) Brand Love berpengaruh positif terhadap Brand Engagement; (3) Brand Engagement berpengaruh positif terhadap COBRAs; (4) Brand Engagement memediasi secara penuh hubungan antara Brand Love dan COBRAs; serta (5) Brand Value memperkuat pengaruh Brand Engagement terhadap COBRAs sebagai variabel moderasi. Penelitian ini menegaskan pentingnya pengelolaan aspek emosional dan atribut merek dalam strategi pemasaran digital untuk meningkatkan partisipasi aktif konsumen di platform media sosial.

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