Identifikasi Peran Media Sosial dalam Menarik Minat Pelanggan Jasa Titip All Found Jastip di Manado

Abstract

This study aims to identify the factors influencing customer interest via social media in the "All Found Jastip" personal shopping service business. The study employs a qualitative method with a descriptive approach. Data were collected through interviews with the business owner and seven All Found Jastip customers. The analysis focuses on content quality, interactivity, digital trust, and digital promotion, as well as their relationship with transactional, referential, preferential, and explorative interests. The results indicate that content quality plays a role in providing initial information about products and attracting customer attention. Interactivity via Facebook and WhatsApp helps customers obtain information, assurance, and a sense of comfort. Digital promotion, particularly through Facebook, plays a role in introducing All Found Jastip and reaching customers. Meanwhile, digital trust emerges as the most dominant factor, based on the consistency of the informants' responses. Trust is built through testimonials, the alignment of information with actual experiences, and customers' experiences using the service. These four factors complement each other in shaping customer interest-spanning the stages of acquiring information, interacting, deciding to use the service, making recommendations, choosing All Found Jastip, and seeking further information. Thus, optimizing social media for All Found Jastip requires not only consistent promotion but also high-quality communication and the strengthening of customer trust.