ANALISIS SARANA PROMOSI MEDIA SOSIAL DAN E-WOM SEBAGAI DIGITAL MARKETING YANG EFEKTIF BAGI DUNIA BISNIS DI ERA SOCIETY 5.0

Erliana Ritonga, NPM 1901100329 (2023) ANALISIS SARANA PROMOSI MEDIA SOSIAL DAN E-WOM SEBAGAI DIGITAL MARKETING YANG EFEKTIF BAGI DUNIA BISNIS DI ERA SOCIETY 5.0. Tugas_ Akhir (Artikel) Econbank: Journal Of Economics And Banking, 5 (1). pp. 148-162. ISSN 2685-3698

	Text COVER_PENGESAHAN_PERNYATAAN.pdf Download (290kB)
	Text ARTIKEL.pdf Download (498kB)

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. Keywords: Digital Marketing, Social Media Promotion, E-WOM, Purchasing Decisions. =================================================================================================== Konsep digital marketing semakin memudahkan perusahaan dalam memasarkan produk maupun jasa yang ditawarkan melalui website, blog dan media sosial bahkan elektronick word of mouth (e-WoM). Tujuan penelitian ini adalah untuk menganalisis pengaruh digital marketing, social media promotion dan e-WOM terhadap keputusan pembelian. Sampel yang ditetapkan sebanyak 200 sampel yang diambil dengan purposive sampling (pengalaman berbelanja online atau daring). Teknik analisis data menggunakan SEM-PLS denga aplikasi SmartPLS v.4.0. Hasil penelitian yang ditemukan menunjukkan bahwa secara demografi mayoritas profil responden berdasarkan gender, usia dan pekerjaan didominasi oleh kaum milenial. Digital marketing dan social media promotion berpengaruh positif dan signifikan terhadap keptusan pembelian. Sedangkan variabel e-WOM tidak berpengaruh terhadap keputusan pembelian. Kata Kunci: Digital Marketing, Social Media Promotion, E-WOM, Keputusan Pembelian.

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, Social Media Promotion, E-WOM, Purchasing Decisions. ============================================== Digital Marketing, Social Media Promotion, E-WOM, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	24 Oct 2023 04:45
Last Modified:	24 Oct 2023 04:45
URI:	http://repository.ulb.ac.id/id/eprint/379

Actions (login required)

View Item