PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP MINAT BELI JINISO
DOI:
https://doi.org/10.62281/5j64nz87Keywords:
Pemasaran Media Sosial, Pemasaran Influencer, Minat Beli, TikTok, Pemasaran DigitalAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Influencer Marketing terhadap minat beli produk Jiniso di kalangan pengguna TikTok berusia 15–30 tahun. Dengan menggunakan pendekatan penelitian kuantitatif melalui penyebaran kuesioner terstruktur kepada responden yang aktif menggunakan TikTok, hasil penelitian menunjukkan bahwa kedua strategi pemasaran ini memiliki pengaruh positif dan signifikan terhadap minat serta keputusan pembelian konsumen. Social Media Marketing terbukti mampu meningkatkan keterlibatan konsumen melalui aktivitas interaktif seperti live streaming, kolom komentar, serta konten buatan pengguna yang mendorong partisipasi, interaksi, dan kesadaran merek secara lebih luas. Sementara itu, Influencer Marketing berperan dalam membangun kepercayaan dan hubungan emosional dengan konsumen melalui figur yang kredibel, autentik, dan relevan dengan gaya hidup target pasar. Integrasi antara kedua strategi tersebut menciptakan efek sinergis yang memperkuat citra merek serta meningkatkan minat beli. Temuan penelitian ini menegaskan pentingnya penerapan strategi pemasaran digital yang terpadu dan terencana dalam menghadapi persaingan bisnis di era media sosial saat ini.
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