Studi Netnografi Produk Viral pada Media Sosial Instagram

Studi Netnografi Produk Viral pada Media Sosial Instagram: Antara Keputusan dan Kepuasan Pelanggan Mixue

  • Harry Setiawan Universitas Tanjungpura
  • Rafles Ginting Politeknik Negeri Pontianak
Keywords: Customer, Decisions, Satisfaction, Consumer, Netnography


This research aims to understand and analyze Mixue's customer decisions and satisfaction on the social media platform Instagram. It also seeks to identify the factors that influence purchase decisions and customer satisfaction regarding Mixue products. Additionally, the research aims to provide recommendations to the company on how to improve customer decisions and satisfaction. The study utilizes a qualitative research method with a netnography approach.  Based on the findings of the research, two types of responses from the participants were observed: positive and negative responses. Positive responses indicate satisfaction with the decisions made, while negative responses reflect dissatisfaction with the decisions. There are several triggers for customer satisfaction and dissatisfaction, including price, product quality, and product halal status.  One limitation of this research is the relatively small number of participants. For future research, it is recommended to involve more than seven participants to enable comparisons. Additionally, the study was limited by the data collection methods, which relied on passive observation and literature review. Future research could benefit from using in-depth interviews to obtain more profound insights.


Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146–157.
Belotto, M. J. (2018). Data Analysis Methods for Qualitative Research: Managing the Challenges of Coding, Interrater Reliability, and Thematic Analysis. In The Qualitative Report (Vol. 23, Issue 11).
Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer satisfaction and customer loyalty: evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences, 11(2), 187–203.
Colorafi, K. J., & Evans, B. (2016). Qualitative Descriptive Methods in Health Science Research. Health Environments Research and Design Journal, 9(4), 16–25.
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability (Switzerland), 11(7).
Frasquet, M., Mollá Descals, A., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail and Distribution Management, 45(6), 608–625.
Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88.
Kamalul Ariffin, S., Ihsannuddin, N. Q., & Abdul Mohsin, A. M. (2022). The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea. Journal of Islamic Marketing, 13(11), 2308–2330.
Kozinets, R. V., Scaraboto, D., & Parmentier, M. A. (2018). Evolving netnography: how brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research. In Journal of Marketing Management (Vol. 34, Issues 3–4, pp. 231–242). Routledge.
Liu, C., Chan, R. K. H., Wang, M., & Yang, Z. (2020). Mapping the Sharing Economy in China.
Müller, J., & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46–55.
Nguyen, H. T., Nguyen, H., Nguyen, N. D., & Phan, A. C. (2018). Determinants of customer satisfaction and loyalty in Vietnamese life-insurance setting. Sustainability (Switzerland), 10(4).
Nguyen, H. T., Zhang, Y., & Calantone, R. J. (2018). Brand portfolio coherence: Scale development and empirical demonstration. International Journal of Research in Marketing, 35(1), 60–80.
Pandey, M., Bhati, M., Shukla, D., & Qureshi, I. (2021). Resourcing and Value Creation: A Case of Sharing Economy Model at the Base of the Pyramid.
Rather, R. A., & Sharma, J. (2017). Customer engagement for evaluating customer relationships in hotel industry. European Journal of Tourism, Hospitality and Recreation, 8(1), 1–13.
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203.
Sharma, R., Mithas, S., & Kankanhalli, A. (2014). Transforming decision-making processes: A research agenda for understanding the impact of business analytics on organisations. In European Journal of Information Systems (Vol. 23, Issue 4, pp. 433–441). Palgrave Macmillan Ltd.
Sundrani, D. M. (2018). Factors influencing home-purchase decision of buyers of different types of apartments in India. International Journal of Housing Markets and Analysis, 11(4), 609–631.
How to Cite
Setiawan, H., & Ginting, R. (2024). Studi Netnografi Produk Viral pada Media Sosial Instagram. Eksos, 20(1), 1-11.