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Pemodelan Online Community Relationship Management dalam Pembentukan Value Co-Creation di Industri Broadband Telekomunikasi Selular Indonesia

Al. Agus Kristiadi, Hartoyo Hartoyo, Eva Z. Yusuf, Dadang Sukandar


Abstrak. Pertumbuhan layanan broadband mobile internet telah mengubah paradigma konsumen mobile telephone dari information oriented ke arah social and communication oriented. Seiring dengan perubahan tersebut, perusahaan penyedia layanan telekomunikasi selular mengembangkan bisnis model online community sebagai 'panggung' yang mudah diakses oleh seluruh pelanggan yang berkepentingan terhadap fasilitas tersebut. Tujuan penelitian ini adalah membangun model online community relationship management dalam pembentukan value co-creation di industri broadband telekomunikasi selular, menganalisis pengaruh online community terhadap pembentukan sikap pelanggan terhadap merk dan perusahaan. Penelitian menggunakan sampel komunitas pelanggan broadband dari perusahaan telekomunikasi selular terbesar di Indonesia. Analisis yang digunakan menggunakan metode Structural Equation Modelling (SEM). Penelitian ini menghasilkan model pengaruh online community terhadap pembentukan sikap pelanggan dan value co-creation sebagai model Online Community Relationship Management dalam industri broadband telekomunikasi selular di Indonesia.

Kata kunci: Sikap pelanggan, Keterlibatan pelanggan, Online community relationship management, Service dominant logic, Value co-creation

Abstract.The growth of mobile broadband services has changed the paradigm of mobile phone consumers from information oriented toward social and communication oriented. Along with this changes, mobile telecommunications providers have to develop a business model of online community as a 'stage' that is easily accessible to all interested customers to this facility. This research serves to purposes. First is to build a model of online community relationship management in the creation of value co-creation. The second purpose is to analyze the impact of online community to the creation of customer's attitude toward the brand and firm image. The study is using a sample of broadband community from the largest mobile telecommunications provider in Indonesia. The analysis tools are Structural Equation Modelling (SEM). From this research, we will know the model of the impact of online community to the customer attitudes and value co-creation as an Online Community Relationship Management in broadband mobile telecommunications industry in Indonesia.

Keywords: Customer attitude, Online community relationship management, Service dominant logic, Value co-creation.

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