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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Ranah Research : Journal of Multidisciplinary Research and Development
Cosmas Gatot Haryono
Universitas Ciputra, Surabaya, Indonesia
Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Analysis of the Influence of Social Media Marketing on Purchase Decisions in Limited Market Pharmacies with Digital Literacy as a Moderating Variable Rena Wida Arias; Endi Sarwoko; Cosmas Gatot Haryono
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 2 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (November-Desember 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i2.6900

Abstract

This study aims to analyze the influence of social media marketing on consumer purchase decisions in pharmacies operating in limited market areas, and to evaluate the moderating role of digital literacy. The research is motivated by stagnant sales performance at Laris Farma Pharmacy in Blitar Regency, despite its promising market potential. Social media marketing is proposed as an alternative strategy to reach a wider consumer base, with consideration of the varying levels of digital literacy among the local population. A quantitative approach with an explanatory research method was employed. Data were collected through an online questionnaire distributed to 100 consumers who had made purchases and were exposed to digital promotions. The analysis used Moderated Regression Analysis (MRA). The results indicate that social media marketing has a significant and positive effect on purchase decisions. Furthermore, digital literacy strengthens the relationship between social media marketing and consumer purchasing behavior. These findings suggest that the effectiveness of digital marketing strategies in limited markets is highly dependent on consumers’ readiness to access and interpret digital information. This study offers practical implications for local businesses to integrate social media promotions with efforts to improve consumer digital literacy in order to foster sustainable business growth.
Pengaruh Strategi Pemasaran Politik dan Niat Memilih terhadap Elektabilitas Calon Legislatif Kabupaten Probolinggo Alfiana Firda Afnaini; Cosmas Gatot Haryono
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 8 No. 4 (2026): Ranah Research : Journal Of Multidisciplinary Research and Development
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v8i4.2130

Abstract

This study aims to analyze the influence of political marketing strategies and voting intention on the electability of legislative candidates in Probolinggo Regency. The study is motivated by the phenomenon that legislative candidates’ electability at the local level is shaped not only by the intensity of campaign activities, but also by social closeness and community-based relationships among voters. This research employed a quantitative approach with an explanatory design. Data were collected through a survey involving 204 respondents who participated in the 2024 Legislative Election and were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that political marketing strategies have a positive and significant effect on both voting intention and electability. In addition, voting intention also has a significant positive effect on electability. Furthermore, voting intention serves as a partial mediating variable in the relationship between political marketing strategies and electability. The findings indicate that electability is not solely influenced directly by political marketing strategies but is also shaped through the formation of voting intention within a relational social context among voters. This study contributes to the development of political marketing literature, particularly in explaining the formation of voting intention and electability in the context of local legislative elections.
Co-Authors Alfiana Firda Afnaini Endi Sarwoko Rena Wida Arias