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Digital Marketing on Young Consumer Behavior: Systematic Literature Review Stefani Dewinatalia; Irwansyah Irwansyah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6461

Abstract

Young people continue to be the target of digital marketing. This systematic literature review aims to identify the stages of consumer behavior from young people's behavior towards digital marketing. This systematic review of the literature seeks to understand to what extent and at what stage in relation to the consumer behavior experienced by young consumers towards digital marketing. The methodology of this study involves a systematic review of empirical studies published from 2018 to 2022 and identifies stages of consumer behavior experienced by young people. Lavidge and Steiner's (1961) model was used to measure the influence of digital marketing on various stages of consumer behavior such as awareness, interest, belief, purchase, and post-purchase behavior. The review begins with a study that includes and follows the structure of PRISMA, which consists of study identification, screening and evaluation, study analysis and synthesis, and final study conclusions. In general, research shows that young people experience awareness, interest, belief, and purchase towards digital marketing. The findings from the qualitative study are summarized and these findings provide insight into how digital marketing influences the behavior of young people.
Social Media Influencers and Digital Democracy Puji Susanti; Irwansyah Irwansyah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6485

Abstract

Social media has given birth to new digital talents who have developed into new industries, one of which is the emergence of social media influencers. The Indonesian government even spends a large enough budget to support digital activities, especially for influencers, because according to the government, influencers are the spearhead of digital democracy. The theory used is the Elaboration Possibility Model by seeing that the use of influencers as a means of persuasion targets the peripheral route of the audience. Previous research has discussed the context of marketing and branding, so in this study, the researcher wants to see how the role of influencers in a digital democracy is. The researcher traces research related to the topic, whether carried out in Indonesia or abroad during the last five years, and then analyzes each research result through a qualitative approach with the literature study method and collects secondary data from social media, books, and scientific findings. other. This study found that in digital democracy, influencers have influence in persuading and even directing the behavior of other social media users, but they are required to have integrity, credibility, expertise, and certain suitability in influencing society. However, the involvement of influencers must also be considered properly because influencers are a new profession in a new industry in the digital age, so if they can be paid to force one thought and block the birth of another opinion or even narrow the choice of one idea, then the influencer will be in conflict. with the principles of democracy itself. Researchers hope that this research will enrich the study of influencers as well as provide an understanding that after all, social media influencers have now become a new industry.
Co-Authors Abd Kadir Abdul Mubin Ade Davy Wiranata Ade Iskandar Adelia Dinda Afni Saswita Siregar Ahamad Ahdani Ahmad Afandi Ahmad Alfin Ferdian Ahmad Fajar Novarianto Ahmad Junaidi Ahmad Muchlis Ahmad Zuhri Alamsyah Alamsyah Alif Turiadi andhika febi hardina Andi Nurul Ulum Andri Sahata Sitanggang Annai Saburi Ardi Paminto Ariandi Putra Arintowati Hartono Astrid Faidlatul Habibah Astrid Kusuma Rahardaya Ayes Malona Siboro Bambang Syufriadi Bella Novianti Bintang Samudera Bramantika Oktavianti Cahya Berto Habibi Catleya Indah Lestari Cut Zahri Harun Cut Zahri Harus Daniel Gilrandy Tirasbudi DARMONO Desy Komalasari Dhina Mustika Sari Dian Kartika Fitri Diana Lestari Dila Atmina Damanik Dina Eka Putri Djupiansyah Ganie Donatella Rara Dwi Suryaningsih Dwita Fajardianie Edi Supratman EFFY ZALFIANA RUSFIAN Eka Ariyanti Eka Noor Reza Eko Budi Lelono Elfina Okto Posmaida Damanik Emilia Abby Emmi Rahmiwita Nst Ernungtyas, Niken Febrina Erwin Ramedhan Fadhila Hasna Athaya Faisar Ananda Arfa Fajarani Choirunnisa Febriyanti Panjaitan Feby Almaida Feri Diansyah Ferry Diyanti Festy Rahma Hidayati Fibriyani Nur Khairin Firman Kurniawan Florentina Dwiastuti Setyaningsih Fransisca Shaendy Marshelia Frendy Christianto Imanuel Siahaan Gunawan Gunawan Guntur F Prisanto Hasan Bakti Nasution Helmi Fajar Hendri Hermawan Adinugraha Hermawan Hermawan Hidayanto, Syahrul Hikmal Maulana Ramadhan Ibnu Abni Lahaya Ibnu Akmal Idamana Banjiwo Ilcham Syarief Kasim Indah Natalia Situmorang Indra Suyoto Kurniawan Inna Rismayanti Intan Muchtadi Alamsyah Isharyadi Isharyadi Ismawati Nur Jasmine Alya Pramesthi Jemi Arafik Joko Wibowo Julianna Ida Putri Juwita Anindya Khabrina Nelmavia Br Sinulingga Khairani Puspita Laili Isna Febriani Lia Angraeni Lia Angraeni Lily Fauzia Lisnasari, Srie Faizah Lulu'ah Lulu'ah M. Syahrul Maulkre Her Susilo Mega Nugraha Meneth Emalisa Ginting Mirza Norma Fitalia Rahmi Mohamad Fadli Mugia Miftahul Choir Muhamad Fadilah Rafli Muhamad Hanafiah Muhamad Rifqi Muhammad Abi Nubli Muhammad Agy Nurwicaksono Muhammad Bayu Muhammad Fabian Isnaeni Muhammad Iqbal Muhammad Jailani Muhammad Rachdian Al Azis MUHAMMAD SUBHAN Muhammad Yunus Muhammad Zacky Ardhyan Muhammad Zul Apandi Mustika Hadijati Muzahid Akbar Hidayat Nadia Aska Pikria Siregar Nadya Valerie Shanaz Ni'matuljannah Akhsan Nia Oktaviani Niken F Ernungtyas Niken Febrina Ernungtyas Nuraini Nuraini Nurul Huda Nuzla Af'idatur Robbaniyyah Pandapotan Tambunan Panuju Panuju Poppy Ruliana Puji Susanti Putri Eka Wulandari R. L. HOLMES PARHUSIP Rabiyatul Alawiyah Rahmi Asrika Siagian RENATO GEMA NUGRAHA HUTABARAT Resista Vikaliana Reza Praditya Yudha Rinata Yuni Astuti Rindi Novilia Yolanda Riska Khoiriah Hasaibun Rita Herlina Br PA Riyan Ariyansah Riyanto Riyanto Rizky Awaliah Roby Hadimurzani Rosita Anggraini Rosita Anggraini Ruri Ruri Sakdiah Ibrahim Sakdiah Ibrahim Salsabila Hadi Putri Ningrum Salwa Salwa Satriawan Pradana Selly Febrina Butar-Butar Septin Eka Putri Siregar, Hotma Tiolina Siti Sauda Soebiagdo Soebiagdo Sofian Sofian Sondang Triana Hutapea Stefani Dewinatalia Sufrial Hendri Suhendra Atmaja Sultan Muhammad Bolkiah Syarif Hussein Sirait Syifa Salsabila Satya Graha Taffani Rahma Yuandara Tantri Wulandari Tata Sutabri Tiara Angelica Tarigan Tohir Tohir Umar Umar Vannyora Okditazeini Widya Hastri Astusti Wijayanti, Indah Oktari Wisnu Wisnu Yobbi Ananta Wiratama Yoga Setya Novansa Yohanes Sri Guntur Yoremia Lestari Br. Ginting Yunus Tete Konde Zulfahri, Zulfahri