ANALISIS SARANA PROMOSI MEDIA SOSIAL DAN E-WOM SEBAGAI DIGITAL MARKETING YANG EFEKTIF BAGI DUNIA BISNIS DI ERA SOCIETY 5.0
Keywords:
digital marketing, social media promotion, e-WOM, purchase decision.
Abstract
The concept of digital marketing makes it easier for companies to market their products and services through websites, blogs and social media and even electronic word of mouth (e-WoM). The purpose of this study was to analyze the effect of digital marketing, social media promotion and e-WOM on purchasing decisions. The sample was determined as many as 200 samples taken by purposive sampling (online or online shopping experience). The data analysis technique uses SEM-PLS with the SmartPLS v.4.0 application. The results of the research found showed that demographically the majority of respondents' profiles based on gender, age and occupation were dominated by millennials. Digital marketing and social media promotion have a positive and significant effect on purchase decisions. While the e-WOM variable has no effect on purchasing decisions
References
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Mulawarman, M., & Nurfitri, A. D. (2017). Perilaku Pengguna Media Sosial Beserta Implikasinya Ditinjau Dari Perspektif Psikologi Sosial Terapan. Buletin Psikologi, 25(1), 36–44. Https://Doi.Org/10.22146/Buletinpsikologi.22759
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Nasrullah. (2015). Analisis Pemanfaatan Media Sosial Sebagai Sarana Sosialisasi Pancasila. Pancasila: Jurnal Keindonesiaan, 1, 71–82. Https://Doi.Org/10.52738/Pjk.V2i1.102
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Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, E-Wom, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. Https://Doi.Org/10.35724/Jies.V11i1.2848
Pemasaran Melalui Media Sosial: Antecedents Dan Consequences. (2015). Jurnal Penelitian Komunikasi Dan Opini Publik, 19(3), 124068.
Prasad, R., Bhattacharyya, A., & Nguyen, Q. D. (2017). Nanotechnology In Sustainable Agriculture: Recent Developments, Challenges, And Perspectives. Frontiers In Microbiology, 8(Jun), 1–13. Https://Doi.Org/10.3389/Fmicb.2017.01014
Prasad, R. K., & Jha, M. K. (2014). Consumer Buying Decisions Models: A Descriptive Study. International Journal Of Innovation And Applied Studies Issn, 6(3), 2028–9324.
Priansa, D. J. (2016). Pengaruh E-Wom Dan Persepsi Nilai Terhadap Keputusan Konsumen Untuk Berbelanja Online Di Lazada. Ecodemica, Iv (1)(2355–0295), 117–124.
Qurniawati, R. S. (2018). Theoritical Review: Pemasaran Media Sosial. 21(Williamson 2011), 17–27.
Rachmadi. (2020). The Power Of Digital Marketing.
Ragam Tantangan Pameran Pemasaran Virtual. (N.D.).
Sari, S., & Dwi Yuliana, G. (2017). Electronic Word Of Mouth Melalui Youtube: Studi Terhadap Beauty Vlogger Kosmetik Wardah. Coverage: Journal Of Strategic Communication, 8(1), 59–69. Www.Labana.Id,
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Setiadi, A. (2016). Pemanfaatan Media Sosial Untuk Efektifitas Komunikasi. 1.
Shivani, D. & J. (2016). Digital Marketing : As An Opportunity Or Problem In Today Competitive Era. Institute Of Management Study & Research (Imsar).
Siti Khoziyah, E. E. L. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram @Kpopconnection. Jurnal Ilmu Komunikasi, 10(1), 39–50.
Stankova, M. (2020). The Comparative Analysis Of Social Media Platforms To Identify A Competitive Advantage Of Tiktok. International Journal Of Arts And Commerce, 9(5), 15–24.
Terhadap, A., & Beli, M. (N.D.). Social Media Marketing. 1–18.
Tjhin, V. U., & Aini, S. R. N. (2019). Effect Of E-Wom And Social Media Usage On Purchase Decision In Clothing Industry. Acm International Conference Proceeding Series, 30–34. Https://Doi.Org/10.1145/3332324.3332333
Triastuti, Endah, Dimas Adrianto, D. A. N. (2017). Kajian Dampak Penggunaan Media Sosial Bagi Anak Dan Remaja.
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Walsh, S. (2022). The Top 10 Social Media Sites & Platforms 2022. In Search Engine Journal (Sej).
Wicaksana, A. (2016). Digital Marketing, E-Wom, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Https://Medium.Com/.
Zanjabila, R., & Hidayat, R. (2017). Analisis Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Bandung Techno Park ( Studi Pada Pelanggan Bandung Techno Park 2017 ) Analysis Of Social Media Marketing On Purchasing Decisions Of Bandung Techno Park ( Study On Bandung Techno Park Cu. 3(2), 368–375.
Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S., & Abdel-Aleem, M. (2015). Determinants Of Electronic Word Of Mouth (Ewom) Influence On Hotel Customers’ Purchasing Decision. Journal Of Faculty Of Tourism And Hotels, Fayoum University, 9(2/2), 194–223.
Abdillah, Muhammad Dzaki, Pristiyono, P., & Halim, A. (2022). Analysis Of The Drivers Of The Need For A Digital Wallet Post-Covid In Labuhanbatu Regency. 3(3).
Advantages And Disadvantages Of Digital Marketing - Sinansoft Blog- Software Development Company In Glendale. (N.D.).
Alif Ryan, Z. M. (2017). Pengaruh Social Media Marketing Terhadap Brand Trust Pada Followers Instagram Dompet Dhuafa Cabang Yogyakarta. Al-Idarah: Jurnal Manajemen Dan Administrasi Islam, 1(2), 279–294.
Anbumani, S. (2017). Digital Marketing And Its Challenges. Airo International Research Journal, 12(August 2017), 2–17.
Andriani, F. (2021). Pengaruh Iklan Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Tokopedia (Studi Kasus Pada Pengguna Tokopedia Di Jabodetabek). Jurnal Inovatif Mahasiswa Manajemen, 1(3), 266–278.
Ariyani, N., & Septiani, M. (2022). The Effect Of Digital Marketing Implemen Tation On Brand Loyalty Was Moderated B Y Buying Interest Stu 6045 Words Crossref Posted Content Database Excluded From Similarity Report Internet Database Submitted Works Database The Effect Of Digital Marketing I.
Azhar, M., Sutiono, H. T., & Wisnalmawati. (2021). The Effect Of Digital Marketing And Electronic Word Of Mouth On Purchase Decisions And Customer Satisfaction. Seminar Nasional …, 289–305. Http://Jurnal.Upnyk.Ac.Id/Index.Php/Semnasif/Article/View/6079%0ahttp://Jurnal.Upnyk.Ac.Id/Index.Php/Semnasif/Article/Download/6079/3938
Databoks.Katadata.Com. (2022). Daftar Media Sosial Dengan Jangkauan Iklan Tertinggi Di Dunia (P. 2022).
Febriyantoro, M. T., Arisandi, D., Febriyantoro, M. T., Arisandi, D., Universal, U., & Pemasaran, M. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. Jmd: Jurnal Manajemen Dewantara, 1(2), 61–76.
Fhonna, R. A., & Utami, S. (2018). Pengaruh Electronic Word Of Mouth Terhadap Keterlibatan Keputusan Pembelian Dan Kepercayaan Sebagai Pemediasi Pada Konsumen Shopee Di Universitas Syiah Kuala. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 20–32.
Gros, D. (2019). Understanding The Limitations Of Maastricht. Intereconomics, 54(2), 72–77. Https://Doi.Org/10.1007/S10272-019-0797-0
Hanaysha, J. R. (2018). An Examination Of The Factors Affecting Consumer’s Purchase Decision In The Malaysian Retail Market. Psu Research Review, 2(1), 7–23. Https://Doi.Org/10.1108/Prr-08-2017-0034
Handoko, N. T., & Melinda, T. (2021). Effect Of Electronic Word Of Mouth On Purchase Intention Through Brand Image As Media In Tokopedia. 2021(4).
Hendarsyah, D. (2019). E-Commerce Di Era Industri 4.0 Dan Society 5.0. Iqtishaduna: Jurnal Ilmiah Ekonomi Kita, 8(2), 171–184. Https://Doi.Org/10.46367/Iqtishaduna.V8i2.170
Huang. (2012). Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Kamera Dslr. Seminar Nasional Dan Call For Paper (Sancall 2014) : Research Methods And Organizational Studies, Sancall, 12–19.
Huang, Syafaruddin, Suharyono, & Kumadji, S. (2012). Pengaruh Komunikasi Electronic Word Of Mouth Terhadap Kepercayaan (Trust) Dan Niat Beli (Purchase Intention) Serta Dampaknya Pada Keputusan Pembelian (Survey Pada Konsumen Online Shopping Zafertech.Com). Jurnal Bisnis Dan Manajemen, 3(1), 65–72.
Kamtarin, M. (2012). The Effect Of Electronic Word Of Mouth, Trust And Perceived Value On Behavioral Intention From The Perspective Of Consumers. International Journal Of Academic Research In Economics And Management Sciences, 1(4), 12.
Lomborg, S. (2015). “ Meaning ” In Social Media. Https://Doi.Org/10.1177/2056305115578673
Manning, J. (2016). Definition And Classes Of Social Media. January.
Mulawarman, M., & Nurfitri, A. D. (2017). Perilaku Pengguna Media Sosial Beserta Implikasinya Ditinjau Dari Perspektif Psikologi Sosial Terapan. Buletin Psikologi, 25(1), 36–44. Https://Doi.Org/10.22146/Buletinpsikologi.22759
Mulyansyah, G. T., & Sulistyowati, R. (2020). Pengaruh Digital Marketing Berbasis Sosial Media Terhadap Keputusan Pembelian Kuliner Di Kawasan G-Walk Surabaya. Pendidikan Tata Niaga, 9(1), 1097–1103.
Nasrullah. (2015). Analisis Pemanfaatan Media Sosial Sebagai Sarana Sosialisasi Pancasila. Pancasila: Jurnal Keindonesiaan, 1, 71–82. Https://Doi.Org/10.52738/Pjk.V2i1.102
Nurcahyo, A. (2018). Peran Digital Marketing Dan Harga Kompetitif Terhadap Keputusan Berlangganan Indihome. Relevance: Journal Of Management And Business, 1(1), 15–34. Https://Doi.Org/10.22515/Relevance.V1i1.1270
Nuseir, M. T. (2019a). The Impact Of Electronic Word Of Mouth ( E-Wom ) On The Online Purchase Intention Of Consumers In The Islamic Countries – A Case Of ( Uae ). Citation Nuseir , M . ( 2019 ), " The Impact Of E ... Journal Of Islamic Marketing Article Information : September. Https://Doi.Org/10.1108/Jima-03-2018-0059
Nuseir, M. T. (2019b). The Impact Of Electronic Word Of Mouth (E-Wom) On The Online Purchase Intention Of Consumers In The Islamic Countries – A Case Of (Uae). Journal Of Islamic Marketing, 10(3), 759–767. Https://Doi.Org/10.1108/Jima-03-2018-0059
Panwar, S. Dan. (2014). Endorser Dan Kualitas Produk Terhadap Keputusan Pembelian Oleh-Oleh Asix. 1–13.
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, E-Wom, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. Https://Doi.Org/10.35724/Jies.V11i1.2848
Pemasaran Melalui Media Sosial: Antecedents Dan Consequences. (2015). Jurnal Penelitian Komunikasi Dan Opini Publik, 19(3), 124068.
Prasad, R., Bhattacharyya, A., & Nguyen, Q. D. (2017). Nanotechnology In Sustainable Agriculture: Recent Developments, Challenges, And Perspectives. Frontiers In Microbiology, 8(Jun), 1–13. Https://Doi.Org/10.3389/Fmicb.2017.01014
Prasad, R. K., & Jha, M. K. (2014). Consumer Buying Decisions Models: A Descriptive Study. International Journal Of Innovation And Applied Studies Issn, 6(3), 2028–9324.
Priansa, D. J. (2016). Pengaruh E-Wom Dan Persepsi Nilai Terhadap Keputusan Konsumen Untuk Berbelanja Online Di Lazada. Ecodemica, Iv (1)(2355–0295), 117–124.
Qurniawati, R. S. (2018). Theoritical Review: Pemasaran Media Sosial. 21(Williamson 2011), 17–27.
Rachmadi. (2020). The Power Of Digital Marketing.
Ragam Tantangan Pameran Pemasaran Virtual. (N.D.).
Sari, S., & Dwi Yuliana, G. (2017). Electronic Word Of Mouth Melalui Youtube: Studi Terhadap Beauty Vlogger Kosmetik Wardah. Coverage: Journal Of Strategic Communication, 8(1), 59–69. Www.Labana.Id,
Secsio, W., Putri, R., Nurwati, R. N., & S, M. B. (2016). 7 Pengaruh Media Sosial Terhadap Perilaku Remaja. Prosiding Ks: Riset & Pkm.
Setiadi, A. (2016). Pemanfaatan Media Sosial Untuk Efektifitas Komunikasi. 1.
Shivani, D. & J. (2016). Digital Marketing : As An Opportunity Or Problem In Today Competitive Era. Institute Of Management Study & Research (Imsar).
Siti Khoziyah, E. E. L. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram @Kpopconnection. Jurnal Ilmu Komunikasi, 10(1), 39–50.
Stankova, M. (2020). The Comparative Analysis Of Social Media Platforms To Identify A Competitive Advantage Of Tiktok. International Journal Of Arts And Commerce, 9(5), 15–24.
Terhadap, A., & Beli, M. (N.D.). Social Media Marketing. 1–18.
Tjhin, V. U., & Aini, S. R. N. (2019). Effect Of E-Wom And Social Media Usage On Purchase Decision In Clothing Industry. Acm International Conference Proceeding Series, 30–34. Https://Doi.Org/10.1145/3332324.3332333
Triastuti, Endah, Dimas Adrianto, D. A. N. (2017). Kajian Dampak Penggunaan Media Sosial Bagi Anak Dan Remaja.
Umami, Z., & Darma, G. S. (2021). Digital Marketing : Engaging Consumers With Smart. Umami: Digital Marketing: Engaging Consumers With Smart Digital, 23(2), 94–103. Https://Doi.Org/10.9744/Jmk.23.2.94
Walsh, S. (2022). The Top 10 Social Media Sites & Platforms 2022. In Search Engine Journal (Sej).
Wicaksana, A. (2016). Digital Marketing, E-Wom, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Https://Medium.Com/.
Zanjabila, R., & Hidayat, R. (2017). Analisis Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Bandung Techno Park ( Studi Pada Pelanggan Bandung Techno Park 2017 ) Analysis Of Social Media Marketing On Purchasing Decisions Of Bandung Techno Park ( Study On Bandung Techno Park Cu. 3(2), 368–375.
