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All Journal Jurnal Ekbis (Ekonomi & Bisnis) Digital Innovation : International Journal Of Management
Musafira Okta Ghina Tsabitah
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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STRATEGI OPTIMALISASI KONTEN KREATOR PADA MEDIA: TIKTOK DAN INSTAGRAM PADA PERUSAHAAN DREAM.CO.ID Musafira Okta Ghina Tsabitah; Nurjanti Takarini
EKBIS (Ekonomi & Bisnis) Vol 12 No 2 (2024): Desember 2024
Publisher : POLITEKNIK PIKSI GANESHA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56689/ekbis.v12i2.1498

Abstract

Konten kreator dalam era pemasaran digital platform media sosial seperti Tiktok dan Instagram sangat berperan penting terutama bagi perusahaan media daring seperti Dreamco.id . TikTok dan Instagram digunakan untuk menarik perhatian audiens melalui penggunaan tren, hashtag, dan musik populer, hingga wadah utama sebagai penyaluran informasi masif dengan memanfaatkan visual dan narasi yang sangat menonjol menggunakan metode penelitian kualitatif untuk memahami dinamika dan preferensi optimalisasi strategi pemasaran Dream.co.id. Keunggulan Memahami dinamika dan preferensi penggunaan platform media sosial sangat efektif bagi perusahaan untuk mencapai tujuan strategis dalam meningkatkan visibilitas, keterlibatan pengguna, dan hingga, kesuksesan dalam pemasaran digital. Kata kunci: Tiktok, Instagram, Strategi Pemasaran
The Influence of Digital Marketing and Brand Awareness on Consumer Purchase Decisions at Feedmee.ind, a Micro, Small, and Medium Enterprise (MSME) located in Royal Plaza Surabaya Musafira Okta Ghina Tsabitah; Supriyono Supriyono
Digital Innovation : International Journal of Management Vol. 2 No. 4 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i4.560

Abstract

The development of digital technology has transformed marketing patterns, including in the culinary sector. The MSME Feedmee.ind utilizes digital marketing strategies and builds brand awareness to increase consumer purchasing decisions. This phenomenon is relevant to consumer behavior trends, particularly among the younger generation active on social media, making digital marketing a critical factor in business competition. This research aims to determine the influence of digital marketing and brand awareness on the purchasing decisions for the MSME Feedmee.ind at Royal Plaza Surabaya. This study employs a quantitative method with the population consisting of all Feedmee.ind consumers at Royal Plaza Surabaya, using an accidental sampling technique. The research sample comprises 92 respondents selected based on specific criteria. Data analysis was conducted using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4 software. The research findings indicate that digital marketing has a positive and significant influence on purchasing decisions. Similarly, brand awareness is also proven to have a positive and significant effect on purchasing decisions. These findings confirm that an interactive and consistent digital marketing strategy, supported by the strengthening of brand awareness, can effectively increase consumer interest and purchasing decisions.
Co-Authors Nurjanti Takarini Supriyono Supriyono