Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda

Authors

  • Cindy Firstiananda Deka Universitas Pembangunan Jaya
  • Alifah Niser Universitas Pembangunan Jaya

DOI:

https://doi.org/10.61132/manuhara.v2i1.526

Keywords:

Marketing, Traditional Marketing, Influencer Marketing, Purchase Intention

Abstract

In the ever-evolving digital era, marketing is undergoing significant changes. Rapid developments in the world of marketing demand a deep understanding of effective methods in reaching the target market. The purpose of this research is to compare how influencer marketing and traditional marketing strategies can influence young audiences' purchase intention. This research uses a qualitative approach with a literature study method, and focuses on the influence of influencer marketing and traditional marketing strategies on young consumers' purchase intention. Influencer marketing is an important strategy for market segmentation, building trust, and faster turnaround time. With a large social media following, digital influencers can significantly influence consumers' purchase intention. Authenticity and personal engagement are key aspects of influencer marketing. Combining traditional and influencer marketing can create a responsive strategy for young audiences. Influencer marketing and traditional marketing significantly impact consumer interest and advertising effectiveness. The marketing mix increases trust and confidence, which leads to increased purchase decisions. Understanding the influence of influencers can help companies develop effective strategies, allocate resources wisely and increase profits.

Downloads

Download data is not yet available.

References

Andi Yulianto, dkk. (2022). Digital Marketing: Revolusi Pemasaran Tradisional Menuju Masa Depan. Jatirejo, Yogyakarta: Gosyen Publishing.

Devita, C. (2016). TRADITIONAL MARKETING VS EXPERIENTIAL MARKETING MANAKAH STRATEGI PEMASARAN YANG LEBIH EFEKTIF BAGI KONSUMEN DALAM PUSAT PERBELANJAAN? https://eprints.unmer.ac.id/id/eprint/1670/1/TRADITIONAL%20MARKETING%20VSEXPERIENTIAL%20MARKETING.pdf.

Saputra, F., Khaira, N., Saputra, R. (2022). Pengaruh User Interfacedan Variasi Produk terhadap Minat Beli Konsumen (Studi Literature). https://dinastires.org/JKIS/article/view/115/108.

I Made Darsana, dkk. (2023). STRATEGI PEMASARAN. Bali: Intelektual Manifes Media.

Vania, I., Simbolon, R. (2021). PENGARUH PROMO SHOPEE FOOD TERHADAP MINAT BELI PENGGUNA SHOPEE (Di Daerah Tangerang Selatan). https://jurnal.unai.edu/index.php/jeko/article/view/2593/1957.

Marian, S. (2023, Februari 06). Peran Influencer Dalam Strategi Marketing Sebuah Brand. Diambil kembali dari kompasiana.com: https://www.kompasiana.com/sansan17/63dd97f44addee75df759963/peran-influencer-dalam-strategi-marketing-digital

Hariyanti, N, T., Wirapraja, A. (2018). PENGARUH INFLUENCER MARKETING SEBAGAI STRATEGI PEMASARAN DIGITAL ERA MODEREN (SEBUAH STUDI LITERATUR). http://repository.ikado.ac.id/61/1/172-2-480-1-10-20180731.pdf.

Rivaldi Arissaputra, dkk. (2023). DASAR-DASAR MARKETING. Bali: Intelektual Manifes Media.

Sholikah, dkk. (2021). Manajemen Pemasaran Saat Ini dan Masa Depan. Cirebon: Penerbit Insania.

Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Braşov, 9(58), 51-56.

Sumarwan, U. 2015. Perilaku Konsumen Teori Penerapannya Dalam Pemasaran. Edisi 2, Penerbit Ghalia Indonesia. Bogor.

Melydrum. (2016) Manajemen Pemasaran Teori dan Implementasi, Andi, Yogyakarta.

Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D.Bandung: Alfabeta.

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003

Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: Which one influences purchase intention more? Heliyon, 6(11), e05543. https://doi.org/10.1016/j.heliyon.2020.e05543

Huang, M., & Liu, T. (2022). Subjective or objective: How the style of text in computational advertising influences consumer behaviors? Fundamental Research, 2(1), 144–153. https://doi.org/10.1016/j.fmre.2021.11.004

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246

Zeng, P. F., Wang, R., Li, A. P. S. Y., & Qu, A. P. Z. (2022). Social media advertising through private messages and public feeds: A congruency effect between communication channels and advertising appeals. Information & Management, 59(4), 103646. https://doi.org/10.1016/j.im.2022.103646

Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997

Rohde, P., & Mau, G. (2021). “It’s selling like hotcakes”: Deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics. European Journal of Marketing, 55(10), 2700–2734. https://doi.org/10.1108/ejm-06-2019-0530

Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024

Farivar, S., & Wang, F. (2021). Influencer marketing: Current knowledge and research agenda. In Advances in Digital Marketing and eCommerce (pp. 201–208). Springer International Publishing. http://dx.doi.org/10.1007/978-3-030-76520-0_21

Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303. https://doi.org/10.1016/j.jretconser.2020.102303

Downloads

Published

2023-12-09

How to Cite

Cindy Firstiananda Deka, & Alifah Niser. (2023). Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(1), 279–287. https://doi.org/10.61132/manuhara.v2i1.526

Similar Articles

1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.