Pengaruh Social Media Marketing Terhadap Keputusan Konsumen dalam Berbelanja Online
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Abstract
Maraknya belanja online di Indonesia telah mendorong peningkatan penggunaan platform media sosial sebagai instrumen pemasaran yang dapat memengaruhi perilaku pelanggan. Tujuan penelitian ini adalah untuk menyelidiki dampak pemasaran media sosial terhadap niat pembelian konsumen, serta fungsi yang dimainkannya dalam membentuk keterlibatan merek dan kesadaran merek konsumen. Metodologi kuantitatif digunakan untuk proyek penelitian ini, dan data yang dikumpulkan berasal dari 203 konsumen Indonesia yang berusia minimal 17 tahun dan berbelanja online setidaknya dua kali sebulan. Structural Equation Modeling (SEM) digunakan dengan bantuan AMOS untuk melakukan analisis data yang dikumpulkan melalui penggunaan kuesioner online. Menurut temuan, pemasaran melalui media sosial memiliki dampak positif dan signifikan baik pada tingkat keterlibatan pelanggan dengan perusahaan maupun tingkat kesadaran merek. Lebih jauh lagi, keterlibatan merek konsumen memiliki dampak besar pada niat pembelian, namun pengenalan merek dan pemasaran media sosial tidak menunjukkan dampak langsung yang kuat pada niat pembelian. Sebagai hasil dari temuan ini, yang menyoroti pentingnya keterlibatan pelanggan dalam mendorong niat untuk melakukan pembelian online, taktik pemasaran media sosial perlu diarahkan untuk mempromosikan koneksi dengan konsumen.
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