EVALUASI LOYALITAS PENGGUNA FACEBOOK MESSENGER MENGGUNAKAN CUSTOMER JOURNEY MAP
DOI:
https://doi.org/10.37792/jukanti.v8i2.1570Keywords:
loyalitas pengguna, media sosial, facebook messenger, customer journey map, user loyalty, Keywords: Instagram, mental health, youth, social media.Abstract
ABSTRAK
Facebook Messenger sebagai salah satu aplikasi komunikasi daring yang populer di Indonesia memiliki peran penting dalam menunjang komunikasi digital sehari-hari. Pesatnya penggunaan platform ini mendorong kebutuhan untuk memahami loyalitas pengguna secara mendalam. Evaluasi dilakukan dengan pendekatan Customer Journey Map (CJM) untuk menelusuri faktor-faktor yang mempengaruhi keterikatan pengguna dalam lima tahap: kesadaran, pertimbangan, penerimaan, layanan, dan kesetiaan. Metode ini menggunakan data yang bersifat kualitatif. Hasil dari evaluasi menunjukkan bahwa meskipun tahap awal interaksi pengguna tergolong positif, penurunan kualitas pengalaman pada tahap pelayanan menjadi kendala utama dalam membangun loyalitas jangka panjang. Oleh karena itu, diperlukan perbaikan berkelanjutan dalam aspek keamanan, layanan dan fitur, agar Facebook Messenger dapat mempertahankan serta meningkatkan keterikatan penggunanya.
Kata kunci : customer journey map, facebook messenger, media sosial, loyalitas pengguna
ABSTRACT
Facebook Messenger, as one of the most popular online communication applications in Indonesia, plays an important role in supporting daily digital communication. The rapid use of this platform drives the need to understand user loyalty in depth. An evaluation was conducted using the Customer Journey Map (CJM) approach to explore the factors that influence user engagement in five stages: awareness, consideration, decision, service, and loyalty. This method we use qualitative data. The results of the evaluation indicate that although the initial stage of user interaction is generally positive, a decline in service quality presents a major obstacle to building long-term loyalty. Therefore, continuous improvement in security, service and feature aspects is necessary for Facebook Messenger to maintain and enhance user engagement.
Keywords: customer journey map, facebook messenger, social media, user loyalty
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Copyright (c) 2025 Florentina Yuni Arini, Muhammad Rizki AlFathi, Eugenie Friskyla, Syavira Riski Wulandari, Muhammad Farrel Aryatama, Naufal Adib Syaikha Daffa ‘Ulhaq, Muhammad Daffa Razan
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