Implementasi Whatsapp Sebagai Alat Pemasaran Digital dan Dampaknya Terhadap Loyalitas Pelanggan: Studi Kasus Vondelgym
Article Sidebar
pemasaran digital,
loyalitas pelanggan,
industri kebugaran
Main Article Content
Abstract
Penelitian ini mengkaji implementasi WhatsApp sebagai alat pemasaran digital di Vondelgym Amsterdam dan Rotterdam serta dampaknya terhadap loyalitas pelanggan. Menggunakan pendekatan kualitatif dengan desain studi kasus, data dikumpulkan melalui wawancara mendalam dengan 32 informan (8 staf manajemen dan 24 pelanggan), observasi partisipatif, dan analisis dokumen di empat lokasi Vondelgym. Temuan menunjukkan bahwa fitur WhatsApp Business seperti pesan otomatis, balasan cepat, dan label efektif meningkatkan responsivitas komunikasi dengan tingkat respons 87% dalam waktu kurang dari dua jam. Implementasi WhatsApp berdampak positif pada empat dimensi loyalitas (kognitif, afektif, konatif, dan tindakan) terbukti dari peningkatan tingkat perpanjangan keanggotaan dari 68% menjadi 79% dan lonjakan partisipasi program dari 15 menjadi 35-40 peserta per sesi. Tantangan utama mencakup manajemen volume komunikasi, ekspektasi ketersediaan layanan, dan personalisasi dalam skala besar. Strategi optimalisasi melalui sistem rotasi staf, kalender konten terstruktur, dan pelatihan komunikasi digital terbukti efektif mempertahankan kualitas layanan yang konsisten.
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Chaffey D, Ellis-Chadwick F. Digital marketing: strategy, implementation and practice. 7th ed. Harlow: Pearson Education; 2019.
Kannan PK, Li HA. Digital marketing: a framework, review and research agenda. Int J Res Mark. 2017;34(1):22-45.
Montag C, Becker B, Gan C. The multipurpose application WeChat: a review on recent research. Front Psychol. 2018;9:2247.
WhatsApp Inc. Two billion users: connecting the world privately [Internet]. Menlo Park: WhatsApp; 2020 [cited 2024 Dec 15].
Sujata J, Hapsari M, Ruchyat A. The influence of WhatsApp marketing towards customer satisfaction in Indonesia. J Ilm Mhs FEB Univ Brawijaya. 2020;9(1):1-18.
Sari DP, Sudarwanto T, Sarwono AE. The effect of WhatsApp messenger as mobile learning tool on learning motivation. J Educ Soc Sci. 2021;10(1):187-94.
Kumar V, Rajan B, Venkatesan R, Lecinski J. Understanding the role of artificial intelligence in personalized engagement marketing. Calif Manage Rev. 2019;61(4):135-55.
Global Wellness Institute. The global wellness economy: country rankings [Internet]. Miami: Global Wellness Institute; 2022 [cited 2024 Dec 15].
Deloitte. European health and fitness market report 2023. Brussels: EuropeActive; 2023.
Amsterdam Economic Board. Digital city: Amsterdam's digital innovation strategy 2021-2025. Amsterdam: City of Amsterdam; 2021.
Vondelgym. About us: transforming lives through fitness [Internet]. Amsterdam: Vondelgym; 2024 [cited 2024 Dec 15].
Ferrand A, Robinson L, Valette-Florence P. The intention-to-repurchase paradox: a case of the health and fitness industry. J Sport Manag. 2010;24(1):83-105.
Pedragosa V, Correia A. Expectations, satisfaction and loyalty in health and fitness clubs. Int J Sport Manag Mark. 2009;5(4):450-64.
García-Fernández J, Gálvez-Ruíz P, Fernández-Gavira J, Vélez-Colón L, Pitts B, Bernal-García A. The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Manag Rev. 2018;21(3):250-62.
Oliver RL. Whence consumer loyalty? J Mark. 1999;63:33-44.
Howat G, Absher J, Crilley G, Milne I. Measuring customer service quality in sports and leisure centres. Manag Leis. 1996;1(2):77-89.
Reichheld FF, Schefter P. E-loyalty: your secret weapon on the web. Harv Bus Rev. 2000;78(4):105-13.
Bodet G. Investigating customer satisfaction in a health club context by an application of the tetraclasse model. Eur Sport Manag Q. 2006;6(2):149-65.
Lemon KN, Verhoef PC. Understanding customer experience throughout the customer journey. J Mark. 2016;80(6):69-96.
Brodie RJ, Hollebeek LD, Jurić B, Ilić A. Customer engagement: conceptual domain, fundamental propositions, and implications for research. J Serv Res. 2011;14(3):252-71.
Harrigan P, Evers U, Miles M, Daly T. Customer engagement with tourism social media brands. Tour Manag. 2017;59:597-609.
WhatsApp Business. Features that help you connect with customers [Internet]. Menlo Park: Meta Platforms; 2023 [cited 2024 Dec 15].
Gupta S, Kopalle PK, Raman K. How WhatsApp, chatbots, and emerging technologies can improve customer service. In: Kumar V, Izquierdo-Yusta A, editors. Marketing automation and decision making. Cham: Springer; 2020. p. 117-38.
Church K, de Oliveira R. What's up with WhatsApp? Comparing mobile instant messaging behaviors with traditional SMS. In: Proceedings of the 15th International Conference on Human-Computer Interaction with Mobile Devices and Services; 2013 Aug 27-30; Munich, Germany. New York: ACM; 2013. p. 352-61.
Asnawati, Mas'ud F. The effect of WhatsApp marketing on customer purchase decisions. Int J Innov Creat Chang. 2020;13(8):1047-62.
Shareef MA, Mukerji B, Dwivedi YK, Rana NP, Islam R. Social media marketing: comparative effect of advertisement sources. J Retail Consum Serv. 2019;46:58-69.
Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of social media. Bus Horiz. 2010;53(1):59-68.
Dwivedi YK, Ismagilova E, Hughes DL, Carlson J, Filieri R, Jacobson J. Setting the future of digital and social media marketing research: perspectives and research propositions. Int J Inf Manag. 2021;59:102168.
Godey B, Manthiou A, Pederzoli D, Rokka J, Aiello G, Donvito R, et al. Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. J Bus Res. 2016;69(12):5833-41.
Laroche M, Habibi MR, Richard MO. To be or not to be in social media: how brand loyalty is affected by social media? Int J Inf Manag. 2013;33(1):76-82.
Clapp JD, Jaccard J, Siegel JT. Reducing substance use among adolescents: a comparison of the relative efficacy of parent, school, and peer interventions. J Prim Prev. 2018;39(4):353-70.
Tuten TL, Solomon MR. Social media marketing. 4th ed. London: Sage Publications; 2021.
Afthinos Y, Theodorakis ND, Nassis P. Customers' expectations of service in Greek fitness centers: gender, age, type of sport center, and motivation differences. Manag Serv Qual. 2005;15(3):245-58.
Tsitskari E, Antoniadis C, Costa G. Investigating the relationship among service quality, customer satisfaction and psychological commitment in Cyprian fitness centres. J Phys Educ Sport. 2014;14(4):514-20.
Kim J, Park E. Beyond coolness: predicting the technology adoption of interactive wearable devices. J Retail Consum Serv. 2019;49:114-9.
Alalwan AA, Rana NP, Dwivedi YK, Algharabat R. Social media in marketing: a review and analysis of the existing literature. Telemat Inform. 2017;34(7):1177-90.
Hollebeek LD, Glynn MS, Brodie RJ. Consumer brand engagement in social media: conceptualization, scale development and validation. J Interact Mark. 2014;28(2):149-65.
Tiago MTPMB, Veríssimo JMC. Digital marketing and social media: why bother? Bus Horiz. 2014;57(6):703-8.
Ashley C, Tuten T. Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychol Mark. 2015;32(1):15-27.
Hennig-Thurau T, Gwinner KP, Walsh G, Gremler DD. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? J Interact Mark. 2004;18(1):38-52.
Yin RK. Case study research and applications: design and methods. 6th ed. Thousand Oaks: Sage Publications; 2018.
Baxter P, Jack S. Qualitative case study methodology: study design and implementation for novice researchers. Qual Rep. 2008;13(4):544-59.
Creswell JW, Creswell JD. Research design: qualitative, quantitative, and mixed methods approaches. 5th ed. Thousand Oaks: Sage Publications; 2018.
Braun V, Clarke V. Using thematic analysis in psychology. Qual Res Psychol. 2006;3(2):77-101.