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All Journal Jurnal Manajemen Bisnis Eka Prasetya Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Arief Muhazir Insandi
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Journal : Jurnal Manajemen Bisnis Eka Prasetya

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The Influence of Social Media Marketing Strategies on Consumer Engagement Tampe Tuah Malem Ginting; Arief Muhazir Insandi
Jurnal Manajemen Bisnis Eka Prasetya Vol 10 No 2 (2024): Edisi September
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v10i2.381

Abstract

This study explores the influence of social media marketing strategies on consumer engagement, a critical aspect for businesses in the digital era. With the increasing reliance on social media platforms as marketing tools, understanding their effectiveness in fostering consumer interaction is paramount. This research employs a literature review method to analyze existing studies, reports, and scholarly articles on the topic, providing a comprehensive overview of how diverse strategies, such as content marketing, influencer collaborations, and targeted advertising, impact consumer behavior and engagement levels. The findings reveal that well-executed social media marketing strategies significantly enhance consumer engagement by fostering brand awareness, loyalty, and emotional connections. Key factors contributing to successful engagement include consistency in posting, authenticity in brand communication, and leveraging interactive features such as polls, quizzes, and live sessions. Additionally, the study identifies the challenges businesses face in implementing these strategies, including algorithm changes, audience segmentation, and competition in the crowded digital marketplace. This research contributes to the growing body of knowledge on digital marketing by providing actionable insights for businesses aiming to optimize their social media strategies. By synthesizing existing literature, this study underscores the importance of aligning social media practices with consumer expectations and emerging technological trends to achieve sustainable engagement.
Artikel The Role of Digital Marketing Strategies in Strengthening Modern Businesses for Startups in Medan City Arief Muhazir Insandi; Tampe Tuah Malem Ginting
Jurnal Manajemen Bisnis Eka Prasetya Vol 10 No 2 (2024): Edisi September
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v10i2.455

Abstract

Digital marketing has become a key component of modern business strategies, particularly for startups facing intense competition and challenges in establishing a strong market presence. This research aims to explore how digital marketing strategies can contribute to the growth and competitiveness of modern businesses, especially startups in Medan City. Utilizing descriptive analysis methods and secondary data from various sources, this study identifies key elements of digital marketing such as social media, search engine optimization (SEO), and digital advertising as effective tools for attracting customers, enhancing brand awareness, and expanding market reach. The analysis results show that digital marketing enables companies to directly interact with customers, provide personalized experiences, and measure campaign effectiveness in real-time. This positively impacts operational efficiency and resource management. In Medan City, startups implementing integrated digital marketing strategies have shown significant growth in customer acquisition and strengthened competitiveness in local and regional markets. In conclusion, digital marketing not only supports the growth of startups but also serves as a differentiating factor enabling them to survive in the digital economy era. This study recommends increased investment in digital marketing technologies and human resource training to ensure the successful implementation of these strategies
Co-Authors Krisna Rendi Awalludin Surya Sevi Wijayana Lumban Tobing Tampe Tuah Malem Ginting