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All Journal Majalah Ekonomi Jurnal Projemen UNIPA Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat PESHUM
I Made Bagus Dwiarta
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Peran Media Sosial sebagai Strategi Digital Marketing dalam Mengubah Perilaku Konsumen Nur Azlinda Herawati; Goldensia Katarina Nay; Marsianus Aparato; I Made Bagus Dwiarta
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 2 No. 2 (2025): Mei : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v2i2.500

Abstract

This study aims to comprehensively examine the role of social media as a digital marketing strategy in transforming consumer behavior patterns, with a primary focus on the effectiveness of social media platforms at each stage of the purchase decision-making process. Using a literature review method and a qualitative approach, this research analyzes various findings from relevant literature to understand the dynamics of interaction between digital marketing strategies on social media and changes in contemporary consumer behavior. The results show that social media plays a strategic role in building brand awareness through the dissemination of engaging visual content, collaborations with influencers, and the delivery of personalized marketing messages. In the context of digital marketing strategy, social media facilitates the consideration stage by providing easy access to product reviews, recommendations from social networks, and direct interactions between consumers and brands. During the evaluation and decision-making stages, digital marketing strategies on social media reinforce consumer trust through social proof such as testimonials and positive reviews, as well as enabling retargeting based on consumer behavioral data. Furthermore, in the post-purchase stage, digital marketing strategies on social media serve as a means of fostering customer loyalty through responsive feedback management and the formation of active customer communities. This study concludes that social media as a digital marketing strategy has evolved into a holistic marketing ecosystem, not only transforming purchasing behavior but also creating long-term emotional relationships between brands and consumers. These findings provide important contributions to the development of more effective, ethical, and sustainable digital marketing strategies in the current era of digital transformation.
Persepsi Mahasiswa Universitas PGRI Adi Buana Surabaya pada Live Streaming TikTok dalam Menentukan Keputusan Pembelian Putresa Eka Irmandini; Dita Armah Zuria; Rheyna Putri Arditiya; I Made Bagus Dwiarta
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 4 No. 4: Juni 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v4i4.9581

Abstract

Pemasaran digital saat ini menjadi salah satu elemen penting dalam memasarkan bisnis di era kemajuan teknologi yang pesat, tak terkecuali bagi kalangan mahasiswa sebagai gen z yang menjadi bagian dari pengguna media sosial. TikTok menjadi salah satu platform populer yang menawarkan fitur live streaming yang memudahkan interaksi antara pengguna, kreator, penjual, dan konsumen. Gen z bereksperimen dengan berbagai format konten, seperti tutorial, unboxing, dan review produk yang membantu terciptanya interaksi yang saling mendukung antara penjual dan konsumen, persepsi gen z terhadap pengalaman berbelanja dapat membantu konsumen dalam mengambil keputusan pembelian. Penelitian ini bertujuan untuk mengetahui Persepsi Mahasiswa Universitas PGRI Adi Buana Surabaya terhadap Live Streaming TikTok dalam Menentukan Keputusan Pembelian. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan observasi, wawancara, dan dokumentasi yang melibatkan mahasiswa Universitas PGRI Adi Buana Surabaya. Hasil penelitian menunjukkan bahwa persepsi mahasiswa dapat mempengaruhi keputusan pembelian suatu produk, yang ditunjukkan dengan menggunakan skala likert yang menunjukkan bahwa faktor-faktor seperti informasi yang jelas, diskon yang menarik, testimoni, dan interaksi langsung semuanya berdampak positif dalam mendorong pembelian.
PENGARUH TEKNOLOGI KOMUNIKASI TERHADAP KEPUASAN PELANGGAN MELALUI STRATEGI PEMASARAN DIGITAL PADA CV SINAR ANUGRAH MACHNERY DI SIDOARJO Muhammad Hakim A Maulana Ishaq; I Made Bagus Dwiarta; Ghozin; Faradilla Rosita; Suharyanto
Jurnal Projemen UNIPA Vol. 12 No. 2 (2025): Mei: Jurnal Projemen UNIPA
Publisher : Universitas Nusa Nipa Maumere

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Abstract

This research aims to evaluate the impact of communication technology on customer satisfaction through the implementation of digital marketing strategies at CV Sinar Anugrah Machinery. Using a quantitative approach, data were collected from 112 customers using the proportionate stratified random sampling method to obtain a balanced representation. The analysis was conducted using the Partial Least Squares (PLS) approach with the SmartPLS software. The research results reveal that communication technology directly contributes positively to customer satisfaction and affects the effectiveness of digital marketing strategies. In addition, digital strategies have proven capable of increasing consumer satisfaction levels. This conclusion shows that the integration of communication technology in digital marketing can strengthen relationships with customers and increase loyalty. From a practical standpoint, companies are advised to continue leveraging the latest technology and strengthening their digital strategies to create superior customer experiences and maintain competitiveness in the ever-evolving market.
Co-Authors Aji Prasetyo, Aji Ardhiani, Mutiara Rachma Bisma Arianto Dicky Surya Putra Pradana Dita Armah Zuria Dwi Aldila Desawa Fachrudy Asj’ari Faradilla Rosita Firdausia, Yuli Kurnia Ghozin Goldensia Katarina Nay I Ketut Surabagiarta Indah Ayu Avilia Marsianus Aparato Moch. Munir Rachman Muhammad Hakim A Maulana Ishaq Nashrudin Latif noer choidah Nur Azlinda Herawati Nurdina Nurdina Purnaningrum, Evita Putresa Eka Irmandini R. Bambang Dwi Waryanto Rheyna Putri Arditiya Rovilla El Maghrviroh Silviana Anggraini Ardya Putri Subakir Subakir Suharyanto Sukandani, Yuni Teguh Purwanto Tony Susilo Wibowo Tri Ariprabowo Waryanto, Bambang Dwi Widhayani Puri Setioningtyas, Widhayani Puri