Analisis Pemanfaatan Media Sosial Dan Mega Influencer Terhadap Pemilihan Brand Sebuah Produk
DOI:
https://doi.org/10.53276/eligible.v2i1.57Keywords:
Media Sosial, Influencer Marketing, Keputusan PembelianAbstract
Saat ini perusahaan melakukan berbagai strategi kreatif untuk meningkatkan minat beli konsumen. Terpaan iklan melalui YouTube dan pemanfaatan influencer marketing merupakan salah bentuk komunikasi pemasaran yang diminati di era digital. Penelitian ini mengeksplorasi bagaimana pengaruh media sosial dan influencer marketing terhadap keputusan pembelian produk Pantene pada Generasi Z dengan rentang usia 18-24 tahun. Peneliti menggunakan konseptualisasi media sosial dan influencer marketing dalam empat indikator yang meliputi authenticity, brand fit, community, dan content. Pengumpulan data dilakukan dengan melibatkan 100 responden yang berasal dari berbagai wilayah di Indonesia. Hasil analisis menunjukkan bahwa terpaan iklan melalui Youtube dan pemanfaatan influencer marketing memiliki pengaruh signifikan terhadap keputusan pembelian produk Pantene. Konten iklan yang kreatif dan karakteristik influencer turut berkontribusi positif terhadap pemilihan merek sebuah produk.
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