scholarly journals Pengaruh Penyampaian Informasi pada Aplikasi TikTok terhadap Perilaku Konsumtif Generasi Z

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 267
Author(s):  
Novia Wijaya ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Social Media ◽  
Information Integration ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Integration Theory ◽  
Generation Z ◽  
Information Integration Theory ◽  
Marketing Social ◽  
Consumptive Behavior

During the COVID-19 pandemic, people are required to stay at home. This makes people need entertainment. The TikTok application is one of the applications that is currently viral during the COVID-19 pandemic. Users can express their creativity in the TikTok application. Marketing of a product can also be done on the TikTok application. Users of the TikTok application are dominated by generation Z. Generation Z is the generation that born in 1996-2009. The TikTok application can be easily accessed by everyone. The purpose of this quantitative research is to determine whether or not the delivery of information on the TikTok application has an effect on the consumptive behavior of Generation Z and also how much influence it has. The theoretical basis used in this research is information integration theory, integrated marketing communication (marketing mix, digital marketing), social media marketing, and consumptive behavior. The research method used in this research is a survey and data collected through a questionnaire. The results of this study indicate that there is an effect of delivering information on the consumptive behaviour of Generation Z by 37.4%. The dimension that most influences is the dimension of clarity of information on the variables of information delivery. In the consumptive behavior variable, the most affected dimensions are the dimensions of cost efficiency and following the fashion.Pada masa pandemi COVID-19, masyarakat diharuskan untuk di rumah saja. Hal tersebut membuat masyarakat butuh akan hiburan. Aplikasi TikTok adalah salah satu aplikasi yang sedang viral pada masa pandemi COVID-19 ini. Pengguna dapat menuangkan kreativitasnya pada aplikasi TikTok. Pemasaran suatu produk pun dapat dilakukan pada aplikasi TikTok. Pengguna pada aplikasi TikTok didominasi oleh generasi Z. Generasi Z adalah generasi yang lahir pada tahun 1996-2009. Aplikasi TikTok dapat dengan mudah diakses oleh semua orang. Tujuan dari penelitian kuantitatif ini adalah untuk mengetahui ada atau tidaknya pengaruh penyampaian informasi pada aplikasi TikTok terhadap perilaku konsumtif generasi Z dan juga seberapa besar pengaruh tersebut. Landasan teori yang digunakan dalam penelitian ini adalah teori integrasi informasi (information integration theory), komunikasi pemasaran terpadu (marketing mix, digital marketing), social media marketing, dan perilaku konsumtif. Metode penelitian yang digunakan dalam penelitian ini adalah survey dan data-data yang dikumpulkan melalui kuesioner. Hasil penelitian ini menunjukan bahwa terdapat pengaruh penyampaian informasi terhadap perilaku konsumtif generasi Z sebesar 37.4%. Dimensi yang paling mempengaruhi adalah dimensi kejelasan informasi pada variabel penyampaian informasi. Pada variabel perilaku konsumtif, dimensi yang paling dipengaruhi adalah dimensi inefisiensi biaya dan mengikuti mode.

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.

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 Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

scholarly journals SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1359-1373
Author(s):  
Ajit Jain
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Social Media Marketing ◽  
Young Generation ◽  
Age Group ◽  
Traditional Media ◽  
Image Communication ◽  
Generation Z ◽  
Social Media Platforms ◽  
Marketing Methods

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

Sign in / Sign up

Export Citation Format

Share Document