PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KULINER TRADISIONAL (STUDI PADA KONSUMEN GEN Z DI KOTA TOMOHON)
DOI:
https://doi.org/10.35794/jmbi.v11i1.54288Abstract
Marketing is a dynamic business activity because it always changes from time to time. In the current industrial era 4.0, marketing is required to adopt digitalization so that digital marketing is one of the strategies that need to be implemented. In digital marketing, there are several strategies used, including content marketing and influencer marketing. These two variables were examined in purchasing decisions for traditional culinary products with respondents being gen Z consumers who are a very tech-conscious generation. The ease of existing technology, with various platforms that feature interesting content and influencers to offer traditional culinary products should be able to increase positive purchases, especially among gen Z consumers. The results found that digital marketing measured through content marketing and influencer marketing variables simultaneously influenced the purchasing decisions of Gen Z to buy traditional culinary in Tomohon City. Partially, it was found that informative, valuable, unique, and smart content marketing has a significant effect on purchasing decisions. Likewise, influencer marketing partially has a significant influence on purchasing decisions, where the influencers in question are influencers who meet the expectations of Gen Z, influencers who are able to help Gen Z decide on purchases, and influencers who are confident in promoting products.References
.Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta.
Assauri, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). Depok: PT. Raja Grafindo Persada
Ausra, P. (2016). Periklanan dan Kmunikasi Pemasaran Terpadu. Cetakan Pertama. Tangerang : Ramdina Pustaka
Carter, D. (2016). Hustle and Brand: The Sociotechnical Shaping of Influence.
Coviello, Milley, & Marcolin (2001). Understanding IT-enabled Interactivity in Contemporary Marketing". The Journal of Interactive Marketing. Vol.15 (4) 18-33
De Veirman, M., Cauberghe, V. & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798- 828.
Dogra, K. (2019). The Impact of Influencer Marketing on Brand Loyalty towards Luxury Cosmetics Brands: Comparison of Generation Z and Millennial. Master Thesis Submitted in Fulfillment of the Degree, June.
Hinduan, Z., Putra, I. K. G. A., & Wijaya, I. K. (2020). The effect of service quality, price perception, and customer satisfaction on customer loyalty in ride-hailing services. Journal of Tourism and Hospitality Management, 8(2), 129-138.
Kotler, P., & Keller, K. L. (2017). Marketing Management, Global Edition. Pearson Education Limited.
Peng, G., & Kim, K. (2014). The effects of information technology investments on firm performance and evaluation: Evidence from Korean firms. Information & Management, 51(4), 413-421.
Purwadi, Y. S., & Manurung, E. M. (2020). Cafes: New Learning and Knowledge Production Space for Millennial Students. Journal of Economics and Business, 3(1), 247–253
Pulizzi, J. (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. New York: The McGraw-Hill Companies
Reza Nur Shadrina, Reza Nur., Sulistyanto, Yoestini. (2022). Analisis Pengaruh Content Marketing, Influencer, Dan Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi Pada Pengguna Instagram Dan Tiktok Di Kota Magelang). Diponegoro Journal Of Management Vol. 11, No. 1, Tahun 2022, Hal. 1
Ryan, D., & Jones, C. (2009). Understanding digital marketing: marketing strategies for engaging the digital generation. London ; Philadelphia, Kogan Page
Sánchez -Franco, M. J., Peral -Peral, B., & Villarejo -Ramos, Á. F. (2014). Users’ intrinsic and extrinsic drivers to use a web-based educational environment. Computers & Education, 74, 81 – 97.
Schiffman, L.G., & Kanuk, L.L. (2010). Consumer Behaviour (10th ed). New Jersey, Pearson, Prentice Hall.
Sila, I. K., & Martini, I. A. (2020). Transformation and revitalization of service quality in the digital era of revolutionary disruption 4.0. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).
Smith, Katherine T. (2009). Worldwide growth of e-commerce. E-Business. March, 29–34.
Wiliana, Eneng., Purwaningsih, Nining. (2022). Pengaruh Digital Marketing dan Influencer Terhadap Keputusan Pembelian Produk UMKM Kuliner Di Kota Tanggerang Di Masa COVID-19. MAMEN (Jurnal Manajemen) Vol. 1 No. 3, Juli 2022.
