EFEKTIVITAS SOSIAL MEDIA DAN PEMASARAN INTERAKTIF TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK LOKAL
Abstract
This research was conducted to measure how much influence the effectiveness of social media and interactive marketing influences consumer purchasing decisions. The method used in this research is descriptive and associative with a quantitative approach. The population in this study is made up of users of TikTok Luxcrime's followers in Sukabumi city, using the probability sample method. When conducting this study, 400 respondents were given online questionnaires. The analysis technique employs multiple linear regression with simultaneous and partial influence methods. The findings of this study indicate that the effectiveness of social media on purchasing decisions has a positive and significant impact. Furthermore, interactive marketing positively and significantly impacts purchasing decisions.
References
Candra, P., & Gifari, A. (2022). Penggunaan Fitur Media Sosial Live Dan Ads Dalam Promosi Produk Bisnis. Jurnal Ilmiah Nasional, Vol 4 No 3.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19. Jurnal Pariwisata Dan Budaya, Volume 12, Nomor 1.
Indrawati. (2015). Metode Penelitian Manajemen Dan Bisnis – Konvergensi Teknologi Komunikasi Dan Informasi. Bandung: PT Refika Aditama.
Marbun, M. B., Ali, H., & Dwikoco, F. (2022). Pengaruh Promosi, Kualitas Pelayanan Dan Keputusan Pembelian Terhadap Pembelian Ulang. Jurnal Manajemen pendidikan dan Ilmu Sosial, Vol 3, No.2.
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services.
Sandy, K. (2020). Pengaruh viral marketing dan kepercayaan konsumen terhadap keputusan pembelian online melalui media sosial instagram pada mahasiswa Fakultas Ekonomi Universitas Bangka Belitung angkatan 2016-2018. Holistic Journal of Management Research, Vol. 1, No. 1, Hal 17-26.
Arista, D., Ambar, T., & Khoirul, U. (2020). Efektivitas Promosi Di Media Sosial Pada Keputusan Pembelian Pelanggan Di Gallery DEWDEW Collection Berdasarkan Model AIDA. Relasi Jurnal Ekonomi, Vol. 16, No. 1.
Kotler, P., Adam, S., Denize, S., Volkov, M., & Armstrong, G. (2018). Principles of Marketing, 7th edition. Pearson.
Performance: Jurnal Bisnis & Akuntansi allows readers to read, download, copy, distribute, print, search, or link to the full texts of its articles and allow readers to use them for any other lawful purpose. The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions.
In most cases, appropriate attribution can be provided by simply citing the original article, for example:
Sakdiyah, H. (2017). ANALISIS PENERAPAN ENVIROMENTAL MANAGEMENT ACCOUNTING (EMA) PADA RSUD DR.H.SLAMET MARTODJIRJO PAMEKASAN. PERFORMANCE: Jurnal Bisnis & Akuntansi, 7(1), 1-18. doi:https://doi.org/10.24929/feb.v7i1.343
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
4.png)
.png)
