Dampak Penggunaan Influencer, Pemasaran Media Sosial, dan Inovasi Produk terhadap Keputusan Pembelian Produk Kecantikan di Jakarta

Penulis

  • Donny Melianto Universitas IPWIJA
  • Dewi Endah Fajariana Sekolah Tinggi Penerbangan Aviasi
  • Untung Politeknik Tunas Pemuda

DOI:

https://doi.org/10.58812/jekws.v2i04.1642

Kata Kunci:

Pemasaran Influencer, Pemasaran Media Sosial, Inovasi Produk, Keputusan Pembelian, Industri Kecantikan

Abstrak

Penelitian ini menguji dampak penggunaan influencer, pemasaran media sosial, dan inovasi produk terhadap keputusan pembelian produk kecantikan di Jakarta. Pendekatan kuantitatif digunakan, dengan melibatkan 170 responden, dan data dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian mengungkapkan bahwa pemasaran media sosial memiliki pengaruh terkuat terhadap keputusan pembelian, diikuti oleh penggunaan influencer dan inovasi produk. Bersama-sama, ketiga faktor ini menjelaskan 55,9% dari varians keputusan pembelian konsumen. Temuan ini menyoroti pentingnya mengintegrasikan strategi pemasaran digital dengan inovasi produk yang berkelanjutan untuk meningkatkan keterlibatan konsumen dan mendorong perilaku pembelian di pasar kecantikan yang kompetitif di Jakarta. Studi ini memberikan wawasan yang dapat ditindaklanjuti untuk merek kecantikan yang ingin meningkatkan pendekatan pemasaran mereka dan mempertahankan keunggulan kompetitif.

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Unduhan

Diterbitkan

2024-10-31

Cara Mengutip

Melianto, D., Fajariana, D. E., & Untung, U. (2024). Dampak Penggunaan Influencer, Pemasaran Media Sosial, dan Inovasi Produk terhadap Keputusan Pembelian Produk Kecantikan di Jakarta. Jurnal Ekonomi Dan Kewirausahaan West Science, 2(04), 457–468. https://doi.org/10.58812/jekws.v2i04.1642

Terbitan

Vol 2 No 04 (2024): Jurnal Ekonomi dan Kewirausahaan West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2024 Donny Melianto, Dewi Endah Fajariana

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