STRATEGI DIGITAL MARKETING DAN DAMPAKNYA: MENGUPAS PENGARUH CONTENT MARKETING, INFLUENCER, DAN ULASAN PELANGGAN PADA KEPUTUSAN PEMBELIAN

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Published: Dec 30, 2024
DOI: https://doi.org/10.36563/jimbien.v3i2.1360
Keywords:
digital marketing, influencer, ulasan pelanggan, keputusan pembelian, Rajanya Ayam

Main Article Content

Riski Nur Hazizah
Universitas Tulungagung

Abstract

Penelitian ini mengkaji dampak strategi digital marketing yang melibatkan content marketing, influencer marketing, dan ulasan pelanggan terhadap keputusan pembelian konsumen pada Rajanya Ayam di Tulungagung. Dengan pendekatan kuantitatif, data dikumpulkan dari 40 responden menggunakan kuesioner dan dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa influencer marketing memiliki pengaruh signifikan terhadap keputusan pembelian, sedangkan content marketing dan ulasan pelanggan daring tidak menunjukkan pengaruh yang signifikan. Temuan ini menekankan pentingnya peran influencer dalam meningkatkan kepercayaan dan loyalitas konsumen, serta perlunya pengembangan lebih lanjut pada konten pemasaran dan pengelolaan ulasan daring untuk mengoptimalkan efektivitas strategi pemasaran. Studi ini memberikan wawasan strategis untuk meningkatkan daya saing bisnis di era digital.

Article Details

How to Cite
Hazizah, R. N. (2024). STRATEGI DIGITAL MARKETING DAN DAMPAKNYA: MENGUPAS PENGARUH CONTENT MARKETING, INFLUENCER, DAN ULASAN PELANGGAN PADA KEPUTUSAN PEMBELIAN. JIMBIEN : JURNAL MAHASISWA MANAJEMEN, BISNIS, ENTREPRENEURSHIP, 3(2), 72-81. https://doi.org/10.36563/jimbien.v3i2.1360
Issue
Vol. 3 No. 2 (2024)
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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