The Role of E-Marketing Mix, Influencer, and Followers Engagement Toward Product Purchasing Decisions

Abstract

Instagram is prevalent in today's digital society, so it is increasingly used as a business marketing media. This research was conducted to explain the internal role of marketers represented by influencers, interaction activities on social media characterized by engagement, and the digital marketing mix approach. The design of this study was a quantitative and cross-sectional study to analyze various variables in the study. The sample was determined using purposive sampling method with 320 respondents participated in this study. Google Form was used to collect data which then analyzed descriptively using Structural Equation Modeling (SEM). This research concluded that influencers significantly affect engagement and purchasing decisions. Moreover, convenience and engagement have a significant effect on purchasing decisions. However, cost has no significant effect on purchasing decisions. Therefore, THE influencer should focus on producing content consistently attractive that is needed by their target market; maintaining convenience, especially in terms of availability, security, and speed in the purchasing process; and periodically measure the engagement rate (ER) as an evaluation material while conveying digital marketing. Influencers also need to keep their attention on social media to improve product purchasing decisions in the future.

Pengaruh konten buzzer terhadap keputusan pembelian melalui keterlibatan konsumen

“…Menurut Brodie et al, (2013) keterlibatan pelanggan, jika didefinisikan dengan benar, memiliki kekuatan untuk mempengaruhi aspek kognitif dan emosional konsumen, yang menghasilkan keterlibatan aktif mereka dalam interaksi merek. Keterlibatan ini lebih dari sekadar pembelian dan mencakup kegiatan seperti berbagi rekomendasi dari mulut ke mulut, berinteraksi dengan pelanggan lain, mencari informasi, dan memberikan umpan balik dalam bentuk tertulis, serta kegiatan serupa lainnya melalui komentar, suka, atau berbagi (Buzeta et al, 2020;Sugiarto et al, 2022).…”

“…Dengan meningkatnya keterlibatan, konsumen memproses informasi secara lebih mendalam, dan dengan meningkatnya keterlibatan, konsumen memiliki motivasi yang lebih besar untuk mengamati, memahami, dan menguraikan informasi yang diperlukan tentang produk. Hal ini didukung oleh penelitian sebelumnya yang dilakukan oleh Sugiarto et al, (2022)…”

“…Pengukuran variabel konten viral yang dihasilkan oleh Buzzer didasarkan pada indikator yang dikembangkan oleh Elalawi (2023). Pengukuran keputusan pembelian menggunakan indikator dari Kotler & Keller (2016), sedangkan keterlibatan pelanggan di media sosial diukur dengan menggunakan indikator dari Sugiarto et al, (2022).…”

The Optimizing of Digital Marketing to Increase Brand Awareness of Sudut Lombok

“…In addition, Sudut Lombok utilizes social media such as Facebook and Instagram as a medium to interact with customers. This is considered effective because Instagram has grown by 50% over the last three years, which shows that Instagram is increasingly popular in today's digital society (Sugiarto et al 2022).…”

Priority Determination of Marketing Mix at Nadhira Napoleon Gift Shops in Pekanbaru Using the Analytic Network Process Method

“…For this reason, in order to reach the target market that has been planned, there is an alternative to the best marketing mix so that the marketing techniques carried out by the Nadhira Napoleon Gift Shop are right on target and can compete today. In this regard, the 7P marketing mix decisions will be selected, namely Product, Price, Place, Promotion, People, Process, Physical Evidence and carry out several alternative designs of the marketing mix at Nadhira Napoleon's souvenir shop using the ANP (Analytic Network Process) method, Marketing mix can be represented by variables that are in accordance with the company's current circumstances and values (Sugiarto et al, 2022).…”