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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen Teknologi Jurnas Nasional Teknologi dan Sistem Informasi Sinkron : Jurnal dan Penelitian Teknik Informatika Applied Information System and Management JURNAL PENDIDIKAN TAMBUSAI JURTEKSI Journal of Computer Science and Engineering (JCSE) Jurnal Teknologi Sistem Informasi Jurnal Ilmiah Teknologi dan Komputer (JITTER) JBSI: Jurnal Bahasa dan Sastra Indonesia Informasi interaktif : jurnal informatika dan teknologi informasi
Fitroh Fitroh, Fitroh
UIN Syarif Hidayatullah
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital Marketing Watajdid, Nurul Islah; Lathifah, Ari; Andini, Dewi Syifa; Fitroh, Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.163-179

Abstract

Masalah utama dalam komunikasi pemasaran adalah saluran komunikasi yang dapat digunakan dalam program pemasaran. Tujuan penelitian ini adalah untuk menjawab pertanyaan tentang bagaimana peran media sosial Instagram terhadap perkembangan pemasaran digital. Penelitian ini menerapkan metode Systematic Literature Review. Berdasarkan hasil tinjauan literatur sistematis, Peneliti menemukan 136 artikel Scopus dalam pencarian menggunakan Publish or Perish dan bantuan aplikasi lain seperti Zotero, Mendeley, VOSViewer, dan Microsoft Excel yang kemudian disaring menjadi 55 artikel terpilih untuk dianalisis secara deskriptif. Temuan menunjukkan bahwa media sosial Instagram telah berkontribusi terhadap perkembangan pemasaran digital. Media sosial Instagram telah berperan menjadi media komunikasi pemasaran, meningkatkan kesadaran merek (brand awareness) mempengaruhi keterlibatan dan tingkah laku konsumen, dan menghasilkan data yang mendukung strategi pemasaran.
Studi Eksplorasi Pengaruh Influencer Instagram terhadap Niat dan Keputusan Pembelian Konsumen Azzahra, Naya Raila; Fitroh, Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.53-72

Abstract

This research examines the role of Instagram influencers in shaping consumer purchase intentions and decisions, focusing on various product categories like fashion, beauty, and electronics. Influencer marketing, particularly through micro and macro influencers, has proven to be a powerful strategy in digital marketing due to the emotional engagement influencers foster with their followers. Factors such as the influencer's trustworthiness, the type of content shared (whether informative or entertaining), and the frequency of collaborations play a critical role in shaping consumer preferences and purchase actions. Using a descriptive approach and literature review methodology, the study synthesizes findings from various academic sources published between 2018 and 2024, accessed via Scopus, Web of Science, and Google Scholar. The research highlights that micro-influencers are more effective in building long-term brand loyalty, due to their authentic and personal relationships with their audiences. In contrast, macro-influencers, while effective in increasing brand awareness and influencing short-term purchase decisions, tend to have a more transactional and less emotional impact. The study underscores the importance of emotional connection in influencer marketing and provides valuable insights for marketers looking to leverage Instagram influencers in digital campaigns.
Co-Authors Adauwiyah, Hofifah Isma Aisy, Rohadatul Al Kautsar, Ryo Figo Alfarisy, Ahmad Fadil Amri, Faaza Bil Andini, Dewi Syifa Azzahra, Naya Raila Bayu Waspodo Diba, Tiara Fadhilah, Jihan Hanif, Muhamad Huda, Muhammad Qomarul Hudaya, Fahmi Ikhlayel, Mohammed Ilham, Nisrina Zukhrufa Issyatirrahim, Hilmiyah Maulida Kamaluddin, Muhammad Ridho Khansa, Shafa Salsabila Khatami, Rijal Lathifah, Ari Layyinna, Cut Aja Anis Listyoningrum, Latih Lubis, Amany Burhanuddin Umar Nashikha, Ainun Nur, Zinda Rud Faiza Nurhidayah, Jessika Nuryasin Nuryasin Puji Rahayu Rabbiana, Intan Nas Nas Ramadhan, Della Novia Ramadhan, Nur Ihsan Fajar Rizky, Muhamad Rokhim, Muhammad Noor Rosidah, Ani Safitri, Isnaini Monita Siagian, Irwan Styaningrum, Nanda Putri Wardana, Dony Anggi Watajdid, Nurul Islah Wulandari, Karlina Yusuf Abdurachman Zulfiandri Zulfiandri