Pengaruh Social Media Marketing dan Influencer Marketing terhadap Keputusan Pembelian Produk Deliwafa di Kota Gresik
DOI:
https://doi.org/10.55352/ekis.v7i1.1262Keywords:
Social Media Marketing, Influencer Marketing, Purchasing DecisionsAbstract
The ease with which people can access information about a product has given rise to a new shopping system that can be done online. Then, this is used by companies to attract the interest of their potential consumers by utilizing social media as a part of digital marketing, this strategy is also called Social Media Marketing (SMM). One of the social media applications that is currently frequently used is the Tiktok and Instagram applications. The TikTok and Instagram application algorithms are different from other applications, making it easier for people to go viral and be recognized by many people. So, the term influencer emerged as someone who can have an influence on other people. To become a company that can be known to the wider public, a company must have a good brand image so that potential consumers can easily remember what products the brand produces. Referring to this, the question arises of the influence of social media marketing and influencer marketing on purchasing decisions for Deliwafa products in Gresik City. This research used quantitative research with 100 respondents who were followers of the Gresik City branch of the Deliwafa Instagram account who were analyzed using multiple linear regression. Based on the results of data analysis, it is known that social media marketing influences the decision to purchase Deliwafa products in Gresik City, the influencer marketing variabel also has a positive and significant influence on the decision to purchase Deliwafa products in Gresik City
Downloads
References
Huda, Isra Ul, Anthonius J. Karsudjono, and Ryan Darmawan, Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen 8.1 (2021): 32-40.
Lestari, Putri, and Muchammad Saifuddin, Implementasi strategi promosi produk dalam proses keputusan pembelian melalui digital marketing saat pandemi covid'19. Jurnal Manajemen Dan Inovasi (MANOVA) 3.2 (2020): 23-31.
Prasetya, Adhitya Yoga, Ari Dwi Astono, and Yuyun Ristianawati, Analisa Strategi Pengaruh Influencer Marketing Di Social Media, Online Advertising Dan Content Marketing Terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) 12.2 (2021): 138-151.
Rohimah, Afifatur, and Lukman Hakim, Ekologi Media: Penguatan Ekuitas Industri Pariwisata Melalui Media Sosial Marketing. Communicatus: Jurnal Ilmu Komunikasi 5.1 (2021): 99-118.
Setianingsih, Frida Eka, and Fauzan Aziz, Pengaruh media sosial marketing TikTok terhadap minat beli online di shopee." Jurnal Administrasi Bisnis 11.2 (2022): 107-116.
Suryadi, Lis, Upaya Meningkatkan Omset Penjualan Umkm Dengan Otomatisasi Proses Bisnis Penjualan Berbasis E-Commerce (Studi Kasus: Toko Kidz Zone). Jurnal Serasi 18.2 (2020): 35-45.
Tungka, Delicia, et al, Pengaruh social media marketing pada instagram terhadap minat beli Chatime Indonesia. Jurnal hospitality dan manajemen jasa 8.2 (2020).
