Analisis Pengaruh Pemasaran Media Sosial Terhadap Keputusan Pembelian Pada Marketplace Tokopedia
Studi Kasus Mahasiswa Institut Teknologi Del
DOI:
https://doi.org/10.56910/gemilang.v4i3.1593Keywords:
Social Media Marketing, Purchase Decision, Tokopedia, Del Institute of TechnologyAbstract
This research focuses on Del Institute of Technology students and aims to analyze the impact of social media marketing on purchasing decisions in the Tokopedia marketplace. In today's digital era, social media has become an important tool in marketing strategies, and it is important to understand its influence on purchasing decisions. This research uses a descriptive method with a quantitative approach. This data was collected through a questionnaire distributed to 35 students who are active on social media and have purchased products on Tokopedia at least once in the last six months. Data analysis was conducted using IBM SPSS software. The findings show that four social media marketing variables have a significant impact on students' purchasing decisions: content, interaction, use of influencers, and promotion. Interesting and informative content, responsive interactions, use of trusted influencers, and attractive promotions proved effective in increasing purchasing decisions. The conclusion of this study shows that an effective social media marketing strategy can increase purchasing decisions on Tokopedia. Based on these findings, some practical recommendations are made for Tokopedia to improve content quality, engagement, influencer selection, and advertising offers. This study also has limitations in sample size and population coverage, and it is recommended to conduct further research with larger samples and additional variables to support the results.
References
Atika, N. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian pada UMKM Jiksau Food. Jurnal Manajemen Pemasaran, 10(1), 45-56.
Databoks. (2022). Pengunjung Tokopedia Capai 158,3 Juta per Bulan pada Kuartal II 2022. Retrieved from https://databoks.katadata.co.id/
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing (3rd ed.). Sage Publications.
Zhang, J., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341.
Erdogmus, I. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia - Social and Behavioral Sciences, 58, 1353-1360.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 GEMILANG: Jurnal Manajemen dan Akuntansi
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.