Media Marketing Research Articles

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP MINAT BELI KONSUMEN (Studi Kasus Pada Toko Jaya Rasa Bengkulu)

The title of this research is The Effect of Social Media Marketing and Product Innovation on Consumer Purchase Interest (Case Study at Toko Jaya Rasa Bengkulu). This study aims to determine which factors are most dominant in influencing consumer buying interest, the research was conducted from November 2023 to March 2024.The sample of this research is consumers who have bought products and know Toko Jaya Rasa Bengkulu city from social media. This research uses quantitative methods on 140 respondents. The sampling technique is accidental sampling, the method used in this research is quantitative method with Multiple Linear Regression analysis. Based on the results of multiple linear regression, the regression equation Y= 3.427 + 0.387 (X1), + 0.289 (X2) and the coefficient of determination R Square (R2) obtained a value of 0.510 or around (51.0%). The research results and hypotheses in this study indicate that social media marketing variables and product innovation have a positive effect partially or simultaneously on buying interest in Toko Jaya Rasa Bengkulu. Keywords: Social Media Marketing, Product Innovation, Purchase Interest

Does Tiktok's Short Video Marketing Increase Product Purchasing Power among Young Consumers

This paper delves into the profound influence of TikTok, a rapidly evolving social media platform, on the purchasing behaviours of the younger demographic, primarily Generation Z. Focusing on the platform's brief video advertising strategies, the study investigates how TikTok has become a nexus for brand promotion, product exploration, and consumer engagement. By examining the platform's capabilities, its alignment with the preferences of youthful consumers, and real-life instances such as successful marketing campaigns like the e.l.f. Cosmetics #eyeslipsface challenge, the article illustrates TikTok's significant impact on shaping purchasing decisions. However, it also acknowledges the limitations and challenges faced by TikTok's marketing influence, emphasizing the need for continued innovation and differentiation to sustain its competitive edge in the evolving landscape of social media marketing.

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

The impact of social media marketing (SMM) on repurchase intention with e-Wom and brand image as mediation (study on consumers of Lemonilo instant noodles in Malang city)

The impact of social media marketing (SMM) on repurchase intention with e-Wom and brand image as mediation (study on consumers of Lemonilo instant noodles in Malang city)

Exploring the Influence of Social Media Marketing on Brand Trust, Brand Image, and Brand Loyalty for Fore Coffee

Indonesia's utilization of digital services such as mobile payments, paid digital content, online transportation, and food delivery has been amplified due to the rise in internet and smartphone usage. The digitalization of the food and beverage (F&B) industry has experienced significant growth since 2015, particularly accelerated by the COVID-19 pandemic. According to McKinsey's research conducted in 2020, there was a significant 34% surge in the number of individuals using food delivery services during the pandemic. Fore Coffee, a coffee startup established in 2018, employs digital marketing strategies to enhance sales and promote brand recognition. Fore Coffee has successfully pleased customers using social media and mobile applications. This study utilizes the concept of brand trust to investigate the impact of social media marketing on brand image and customer loyalty. Research utilizes PLS-SEM. A digital survey was distributed to a total of 301 individuals who are customers of Fore Coffee within the previous six-month period. Studies indicate that social media marketing has a positive and significant influence on brand trust, leading to a positive impact on brand image and customer loyalty. A well-executed digital marketing strategy has the potential to enhance brand trust, image, and loyalty Keywords: Brand Image; Brand Loyalty; Brand Trust; Social Media Marketing

The Role Of Social Media Marketing And Pricing In Influencing Purchasing Decisions Of Msmes In Padangsidimpuan City

This study aims to analyze the role of Social Media Marketing and pricing in influencing consumer purchasing decisions at Tabona Dessert MSMEs in Padangsidimpuan City. Social Media Marketing has become one of the main marketing strategies for MSMEs, especially in increasing visibility and market reach. On the other hand, pricing is an important factor that can influence consumer perceptions of value and purchasing decisions. This study uses a quantitative method with data collection through a questionnaire survey distributed to consumers of Tabona Dessert MSMEs in Padangsidimpuan City. The data obtained were analyzed using multiple regression techniques to see the effect of Social Media Marketing and pricing on purchasing decisions. The results of the study indicate that Social Media Marketing has a significant influence on purchasing decisions, where effective marketing strategies on social media can increase consumer interest and awareness of MSME products. In addition, pricing has also been shown to have a significant effect, where competitive prices and in accordance with product quality are the main considerations for consumers in making purchasing decisions. In conclusion, the combination of effective Social Media Marketing and appropriate pricing can significantly increase consumer purchasing decisions for Tabona Dessert MSME products in Padangsidimpuan City.

The Influence of Social Media Marketing of A Beauty Service SME on the Customer Purchase Decision

This study aims to determine the description of Instagram social media marketing and purchasing decisions at MUA Amei Makeup, and to determine the effect of Instagram social media marketing on purchasing decisions at MUA Amei Makeup. This research uses quantitative research methods with descriptive and verification approaches. The data sources used are primary data and secondary data. In collecting data, researchers used observation, interviews and questionnaires. The sampling technique is probability sampling, where each member has the same opportunity to be selected as a sample. The population of this study were MUA Amei Makeup Instagram followers with a total of 1963 people, so a sample of 95 people was obtained. Data was collected using a questionnaire. The data analysis techniques used are descriptive statistics, classical assumption test, simple regression test, t test, and coefficient of determination. The results showed that Instagram social media marketing had a positive effect on purchasing decisions at MUA Amei Makeup by 31.3% while the remaining 68.7% was influenced by other variables such as marketing mix, socio-cultural influences, and communication consisting of advertising, buzz agents and word-of-mouth which were not examined in this study

The Use of Social Media Marketing Activities to Promote a Tourism Destination: A Review

This study reviews the concept of SMMA in tourism context using Al-Ula, in Saudi Arabia, as an example of a tourism destination. The review focuses on ‘what’ the concept entails followed by a discussion on whether SMMA components would provide Saudi Arabia’s tourism industry with opportunities to construct a destination brand image, enhance its attractiveness, and influence tourists' intention to visit. A systematic literature review approach is applied for this purpose. From the review, the SMMA concept is found useful for tourism marketing and entertainment, informativeness, interactivity, personalization, trendiness, and perceived institution credibility are identified as SMMA components with promotional strategy potential. SMMA can benefit Al-Ula by strengthening its brand image by promoting heritage destination activities to attract tourists' intention to visit. The entertainment component for instance can offer tourists virtual tours of Al-Ula’s archaeological sites via engaging videos and interactive experiences. SMMA concept’s usefulness implies its importance as potential valuable promotional strategy for destinations to be shaped into favorable brand image to help increase visibility and engaging tourists towards intention to visit. Tourism operators and governments should now focus on harnessing the potential of SMMA as key to successful destination marketing in the 21st century. The study contributes to academic literature by providing a nuanced understanding of how SMMA can be strategically employed by tourism operators and governments to foster a favorable brand image, increase destination visibility, and stimulate tourist interest. It advocates for a strategic focus on exploiting the full potential of SMMA, positioning it as a cornerstone for successful destination marketing in the 21st century.

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

Building Customer Loyalty Through Customer Satisfaction Influenced by Social Media Marketing, Service Quality and Experiential Marketing

Building Customer Loyalty Through Customer Satisfaction Influenced by Social Media Marketing, Service Quality and Experiential Marketing

The Influence of Social Media Marketing, Online Customer Review, and E-SERVQUAL to Purchase Decision through Trust (Bekam Therapy Center Jember)

The Influence of Social Media Marketing, Online Customer Review, and E-SERVQUAL to Purchase Decision through Trust (Bekam Therapy Center Jember)

Analysis of ZARA's Social Media Marketing Strategy in China

The rapid iteration of the fashion industry and the influx of numerous niche emerging fast fashion brands into the market have driven continuous innovation in social media marketing strategies, with new promotional methods constantly emerging. This article, utilizing literature analysis and observational methods, examines ZARA's social media marketing strategy in China. This analysis is beneficial for companies in the fast fashion industry, particularly those looking to expand their influence in the Chinese market. After a detailed analysis of the characteristics and marketing methods of Chinese social media platforms, the impact of external factors on Chinese consumers, and ZARA's social media presence, the article provides detailed recommendations for social media marketing strategies. ZARA, as a pioneer in the fast fashion industry, has established a certain market presence on Chinese social media platforms. However, its promotional strategy still shows potential for improvement. On platforms like Weibo and Little Red Book, ZARA's content strategy lacks specificity and diversity. In contrast, its live streaming marketing on platforms like TikTok demonstrates excellent visual effects and interactivity. This article provides several specific recommendations for ZARA's social media marketing strategy in China, such as strengthening brand storytelling and product showcases on Little Red Book, hiring celebrity endorsements, and regularly hosting styling challenges on TikTok. In summary, by implementing these strategies, ZARA is poised to achieve more effective brand building and market expansion in China's social media landscape.

Leveraging Social Media Marketing: A Case Study of Starbucks Digital Success

With the development of communication technologies like social media, consumption has fundamentally changed. This study examines the impact of the digital and social environment on consumer behavior and business practices by analyzing Starbucks successful practices in social media marketing. The study finds that Starbucks has effectively increased brand awareness and customer engagement on major social platforms such as Instagram, Twitter and Facebook through high-quality content marketing, collaborations with online celebrities and active user engagement strategies. Starbucks communicates brand values through visual storytelling and builds a strong customer community with user-generated content and interactive activities. The findings suggest that companies in the retail and restaurant industries can learn from Starbucks experience to enhance emotional connections with customers and brand loyalty by maintaining transparency, building communities, collaborating with web admins, and creating visual content. This study is an important reference for industry practices, emphasizing the importance of continuous innovation in the rapidly changing social media landscape.

Social Media Marketing: Influence on the Consumer Buying Process of Clothing Products in San Jose City

Social Media Marketing: Influence on the Consumer Buying Process of Clothing Products in San Jose City

The Role of Social Media Marketing and Website Quality (Webqual) To Increasing Customer Loyalty with Trust and Image as Moderation at Skynet Entertainment Surabaya

The Role of Social Media Marketing and Website Quality (Webqual) To Increasing Customer Loyalty with Trust and Image as Moderation at Skynet Entertainment Surabaya

Too much social media? Unveiling the effects of determinants in social media fatigue.

With the boom in social media, many people spend a lot of time on these platforms. Among them, some developed negative emotions, such as fatigue, depression, or disinterest in communicating, and used social media temporarily or permanently. Therefore, this study aims to explore the antecedents of social media fatigue, including social media helpfulness, social media self-efficacy, online subjective well-being, social comparison, compulsive social media use, privacy concerns, fear of missing out, and information overload, and to further discuss the determinants of social media fatigue on social anxiety and lurking. An online questionnaire was distributed to social media users, and 659 valid samples were obtained with the help of a purposive sampling strategy. The data was analyzed by the partial least square (PLS) method. The study found that social media self-efficacy had a significant negative effect on social media fatigue; compulsive social media use, fear of missing out, and information overload had a significant positive effect on social media fatigue; and social media fatigue had a significant positive effect on social anxiety and lurking. The research results can be used as a reference for social media marketers and internet service providers in developing business strategies.

Utilization of Digital Marketing in Increasing Sales of Msme in Bengkalis Regency

This research project aims to utilize digital marketing to increase sales of Msme Martabak Mandor, Gatot Subroto street, Bengkalis City. Project implementation is carried out through 4 stages, namely (1) project preparation planning (2) project implementation planning, third (3) project completion stage, and Fourth(4) Project Reporting Plan. Digital marketing used is email marketing and social media marketing. The results of this project were From implementing of digital marketing, the sales of Sweet Martabak and Egg Martabak products per October are 2132 boxes. With 1677 boxes of Sweet Martabak products and 455 boxes for Egg Martabak. With a total sales turnover of Rp.37,763,000. In November, sales of Sweet Martabak products total 1532 boxes and 418 boxes of Egg Martabak with a total sales turnover of Rp.37,839,000. MSME Martabak Mandor experienced an increase in sales revenue of 27.9%. This also proves that the implementation of digital marketing is able to increase sales of MSME Martabak Mandor .The average increase is 2-3 boxes of each Martabak product sold consumers are interested in ordering online and repurchasing outside the Bengkalis city area and Gatot Subroto Street, and there are also people or consumers who come directly to the Msme Martabak Mandor place.

Customer engagement in Saudi food delivery apps through social media marketing: Examining the antecedents and consequences using PLS-SEM and NCA

In this study, we (1) investigated the role of social media marketing (SMM) activities in predicting customer engagement in online food delivery applications (OFDAs); (2) predicted the influencing role of customer engagement in OFDAs on behavioral outcomes; (3) utilized the stimulus-organism-response (S–O-R) framework to assess subsequent customer behavior; and (4) empirically validated the theoretical model using partial least squares structural equation modeling (PLS-SEM) and necessary conditions analysis (NCA). We obtained valid data from 233 respondents using the survey-based approach, which was then utilized for PLS-SEM and NCA analyses. The study's PLS-SEM analysis revealed that perceived SMM activities, such as informativeness and word-of-mouth (WoM), positively influence customer engagement in OFDAs. This engagement, in turn, predicts important behavioral outcomes, including co-production value, customer referrals, purchase intention, and customer satisfaction. The NCA results further indicate that informativeness, trendiness, and WoM are essential for driving customer engagement in Saudi-based OFDAs. These findings provide valuable insights for enhancing customer engagement and behavioral outcomes in the field of OFDAs, utilizing both PLS-SEM and NCA methodologies.

The Impact of Social Media Marketing, Brand Image, Product Quality, on Purchasing Decision for Somethinc Cushion

The Impact of Social Media Marketing, Brand Image, Product Quality, on Purchasing Decision for Somethinc Cushion

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management