Peran e-marketing mix, influencer dan engagement followers terhadap keputusan pembelian produk

Sugiarto, Indra (2021) Peran e-marketing mix, influencer dan engagement followers terhadap keputusan pembelian produk. Masters thesis, IPB University.

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Instagram users in Indonesia have approximately increased by 50 percent in three years, which shows the growing popularity of Instagram in today's digital society. Influencer XYZ is an author and influencer who conducts his business activities and introduces his product through Instagram. The role of influencers and engagement can be utilized to market the product. Those issues are expected to be the basis for conducting case studies related to marketing through social media. The objectives of this study are 1) analyzing the characteristics of followers of influencer XYZ's Instagram account who make product purchases, 2) identifying costs, convenience, influencers, engagement, and purchasing decisions of the marketed products, 3) analyzing the effect of cost, convenience, influencers, and engagement towards product purchasing decisions and 4) formulating managerial implications to increase Instagram engagement and ultimately be able to increase marketed product purchasing decisions. The research used a cross-sectional design to answer and analyze various variables using Structural Equational Model (SEM) analysis. The book sales activity in influencer XYZ's Instagram account was made into the case study of this research. The survey was conducted from October to December 2020. This study uses 45 indicators formulated into the google form instrument and then distributed using Instagram stories. A total of 320 respondents selected by purposive sampling were analyzed using descriptive analysis and SEM analysis. The respondents' characteristics can be concluded majority as female, the age range of 18 – 24 years old, graduated of high school, come from Jakarta and Java Island, the most purchased product is the first books, and online stores are the preferred purchasing locations. The average score is above 3,00, which indicates that the purchasing decision, engagement, influencer, cost, and convenience variables have a role in the research model. The result of the model that developed shows that influencers had a significant influence on engagement and purchasing decisions, convenience and engagement had a significant influence on purchasing decisions. The proposed managerial implications are influencers should focus on creating attractive and/or needed content by the target market consistently; maintaining convenience, especially in terms of availability, security, and speed in the purchasing process; and periodically measuring the engagement rate (ER) as an evaluation material when applying digital marketing, so the influencers are able to keep their attention on social media. These suggestions are expected to improve product purchase decisions in the future.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Cost, Convenience, Followers, Instagram, Social Media, Structural Equational Model, SEM
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 12 Mar 2022 01:38
Last Modified: 12 Mar 2022 01:38

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