scholarly journals PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE TOKOPEDIA

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Izzah Nur Masyithoh ◽  
Ivo Novitaningtyas
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purposive Sampling ◽  
Search Engine Marketing ◽  
Marketing Social ◽  
E Mail

ABSTRAK   Penelitian ini bertujuan untuk mengetahui pengaruh variabel digital marketing berdasarkan indikator website, search engine marketing, e-mail marketing, dan social media marketing terhadap minat beli konsumen pada marketplace Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah responden dalam penelitian ini adalah 40 responden berdasarkan teknik pengambilan sampel purposive sampling. Data primer diperoleh melalui kuesioner dengan skala pengukuran menggunakan skala likert. Teknis analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear sederhana. Hasil menunjukkan bahwa variabel digital marketing memiliki pengaruh positif dan signifikan terhadap minat beli konsumen pada marketplace Tokopedia. Minat beli konsumen dalam penelitian ini dipengaruhi oleh digital marketing sebesar 39,4%, dengan website sebagai indikator yang paling berpengaruh dalam meningkatkan minat beli konsumen. Penelitian ini memberikan implikasi teoretis sebagai referensi bagi penelitian selanjutnya yang berkaitan dengan digital marketing dan minat beli konsumen, khususnya pada marketplace. Implikasi manajerial berupa saran bagi manajemen Tokopedia maupun marketplace lainnya agar meningkatkan kualitas website dan media sosial yang digunakan dalam memasarkan produk sehingga meningkatkan minat beli konsumen. Kata kunci:  pemasaran digital, minat beli konsumen, website, search engine marketing, e-mail marketing, social media marketing

scholarly journals Analisis Pengaruh Digital Marketing Terhadap Keputusan Pembelian Grabfood Di Kecamatan Kebon Jeruk

2021 ◽  
Vol 3 (2) ◽  
pp. 89-98
Author(s):  
Kelvin Bayu Aji
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Public Relation ◽  
Social Media Marketing ◽  
Purposive Sampling ◽  
Search Engine Marketing ◽  
Marketing Social

Grab perusahaan jasa terkenal yang berasal dari singapura yang memiliki layanan pesan antar makanan yakni Grabfood yang berkembang pesat. Pesatnya perkembangan dari Grabfood masih kalah jika bersaing di Indonesia terutama dengan pesaing sejenisnya. Tujuan dari penelitian yakni untuk menganalisis dan membuktikan pengaruh search engine marketing, social media marketing, online public relation terhadap keputusan pembelian konsumen Grabfood. Jenis data yang digunakan adalah jenis data kuantitatif dengan populasi yakni konsumen Grabfood di Kecamatan Kebon Jeruk. Dengan sampel 75 responden yang pernah menggunakan jasa layanan Grabfood dan non purposive sampling sebagai metodenya. teknik analisis menggunakan Partial Least Square (PLS). Hasil yang didapatkan yaitu variabel search engine marketing, social media marketing, online public relation berpengaruh dan signifikan terhadap keputusan pembelian konsumen. Berdasarkan nilai  koefisien determinasi dijelaskan bahwa search engine marketing, social media marketing dan online public relation mempengaruhi keputusan pembelian pada konsumen Grabfood di wilayah Kecamatan Kebon Jeruk sebesar 0.446 atau 44.6%.

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

scholarly journals Các yếu tố digital marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh

2021 ◽  
Vol 16 (1) ◽  
pp. 44-58
Author(s):  
Nguyễn Thị Phụng ◽  
Nguyễn Thị Hồng Nhung
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Search Engine Marketing ◽  
Online Public Relations ◽  
E Mail ◽  
Content Marketing

Nghiên cứu này nhằm phân tích các yếu tố Digital Marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh. Qua thực hiện khảo sát trực tuyến và trực tiếp, nhóm nghiên cứu thu thập thông tin đối với 265 khách hàng về “Tác động Digital Marketing đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh” đến từ các công ty bất động sản. Kết quả phân tích dữ liệu cho thấy có 06 yếu tố tác động đến hành vi mua căn hộ chung cư, đó là Social Media Marketing; Content Marketing; Search Engine Marketing; Online Public Relations; Affiliate Marketing; E-Mail Marketing trong đó yếu tố Social Media Marketing có tác động mạnh nhất đến hành vi mua của khách hàng. Kết quả nghiên cứu sẽ là những thông tin hữu ích cho Doanh nghiệp để khai thác triệt để các phương tiện Digital Marketing nhằm thúc đẩy hành vi mua của người tiêu dùng đối với thị trường căn hộ chung cư tại thành phố Hồ Chí Minh.

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

Customers’ Acceptance of Digital Marketing Techniques: The Impact of Search Engine, E-mail, and Social Media Marketing

2021 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Anber Mohammad ◽  
Mohammad Eldahamsheh ◽  
Hanan Almomani ◽  
Ali Al Quran ◽  
Shadi Altarifi ◽  
...  
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
The Impact ◽  
E Mail

Digital Marketing

2021 ◽  
pp. 172-202
Author(s):  
Mohammad Osman Gani ◽  
Anisur Rahman Faroque
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Search Engine ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Search Engine Marketing ◽  
Marketing Activities ◽  
E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

New Media Channels in Corporate Communication and Interaction With the New Consumer

2021 ◽  
pp. 1-21
Author(s):  
Pinar Yürük-Kayapinar ◽  
Özgur Kayapinar
Keyword(s):  
New Media ◽  
Search Engine ◽  
Corporate Communication ◽  
Digital Marketing ◽  
Communication Tools ◽  
Search Engine Marketing ◽  
Media Channels ◽  
New Consumer ◽  
Negative Factors ◽  
E Mail

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

scholarly journals Digital Marketing in the Business Environment

2017 ◽  
Vol 8 (2) ◽  
pp. 67-75 ◽  
Author(s):  
Marin Ištvanić ◽  
Dominika Crnjac Milić ◽  
Zdravko Krpić
Keyword(s):  
Search Engine ◽  
Business Environment ◽  
Digital Marketing ◽  
Business Networks ◽  
Search Engine Marketing ◽  
Advantages And Disadvantages ◽  
Business Environments ◽  
New Business ◽  
Optimization Search ◽  
E Mail

Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind digital marketing, which offers users new opportunities like personalized messages or answers to a search query. There are several ways to advertise on the internet, and in this paper, ways and tools will be presented that allow digital advertising as well as their advantages and disadvantages. Specifically, search engine optimization, search engine marketing, display advertising, social networking marketing and e-mail marketing will be discussed. Also, the goal of the paper is to enable more efficient creation and implementation of similar contents in new business environments through an insight into internet advertising, social and business networks

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