Peran Influencer dan Kualitas Produk dalam Meningkatkan Keputusan Pembelian Konsumen di Era Digital
DOI:
https://doi.org/10.62710/be65z524Keywords:
Influencers, Product Quality, Purchasing Decisions, Digital Era And Social MediaAbstract
Digitalization is a factor that can increase purchasing decisions because the digitalization era must follow the times. Technological developments encourage business actors to be able to adopt it for their marketing activities. While the purpose of this study is to analyze the role of influencers in increasing consumer decisions in the Digital Era and to analyze the role of product quality in increasing consumer decisions in the Digital Era. This research method uses theoretical studies and literature theories and literature review approaches while data analysis uses descriptive methods which describe findings from the literature. The results of the influence study act as opinion leaders on social media who provide recommendations to be trusted by their followers in various product categories. This influence is highly sought after by various business actors to market their products by creating several contents in the form of videos or images using these influencers to attract the interest of their followers. While product quality has a high selling value that can generate consumer interest in buying and can influence the level of consumer purchasing decisions. Factors that can influence purchasing decisions are the market, money, management, humans, motivation, materials, mechanization, modern information and process requirements.
Downloads
References
Ambarwati, M. F. L., Damaryanti, H., Prabowo, H., & Hamsal, M. (2019). The Impact of a Digital Influencer to the Purchase Decision. IPTEK Journal of Proceedings Series, 0(5),
https://doi.org/10.12962/j23546026.y2019i5.6307
Anggraini, S. R., & Riofita, H. (2024). Pengaruh Marketing Influencer Sebagai Strategi Pemasaran di Era Digital. Jurnal Esensi Pendidikan Inspiratif, 6(2), 269–281. https://journalpedia.com/1/index.php/epi/article/view/1562
Br Marbun, M., Ali, H., & Dwikoco, F. (2022). Pengaruh Promosi, Kualitas Pelayanan Dan Keputusan Pembelian Terhadap Pembelian Ulang (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(2), 716–727. https://doi.org/10.38035/jmpis.v3i2.1134
Dr. Ir. Agus Wibowo, M. K. . M. S. . M. (2021). Buku Influencer.
Girsang, C. N. (2020). Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 206–225. https://doi.org/10.31937/ultimacomm.v12i2.1299
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Javed, S., Rashidin, M. S., & Xiao, Y. (2022). Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic Research-Ekonomska Istrazivanja , 35(1), 1183–1210. https://doi.org/10.1080/1331677X.2021.1960578
M, A., & Ali, H. (2017). Model Kepuasan Pelanggan: Analisis Kualitas Produk Dan Kualitas Layanan Terhadap Citra Merek Pada Giant Citra Raya Jakarta. Jurnal Manajemen, 21(3), 317. https://doi.org/10.24912/jm.v21i3.254
Mirzam Arqy Ahmadi1, Eka Wawan2 , Adim Rofiud3, D. S., & Govanda Elcovano5, Bintang Julian6, F. I. (2023). Tinjauan Fiqih Muamalah Terhadap Jual Beli Online Di Era Digital. Jurnal Ekonomi Syariah, 01(02), 11.
Nasih, M., Susanto, O. M., Fanshury, A. R., & Hermawan, S. (2020). Influencer dan Strategi Penjualan: Studi Netnografi pada Pengguna Jasa Selebgram sebagai Media Promosi. Benefit: Jurnal Manajemen Dan Bisnis, 5(2), 135–144. https://doi.org/10.23917/benefit.v5i2.11305
Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528
Octavia Isroissholikhah, W. (2022). Efektivitas Content Creator Dalam Strategi Promosi Di Era Digital. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(1), 121–128. https://doi.org/10.54443/sibatik.v2i1.507
Pujianto, D. (2022). Pengaruh Brand Image Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembalian Iphone. JUEB : Jurnal Ekonomi Dan Bisnis, 1(3), 1–11 https://doi.org/10.55784/jueb.v1i3.202
Rohmawati, S. P., & Ahmadi, M. A. (2024). Analisis Pengaruh Influencer Marketing terhadap Brand Awareness dan Purchase Decision pada Produk The Originote. 2(1), 1001–1013.
Romadlon, A., Marlien, R. A., & Widyasari, S. (2020). Pengaruh Digital Marketing, Kepercayaan dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat). Proceeding SENDIU, 2016, 701–707.
Sari, C. R., & Hidayat, A. M. (2021). The Influence of Influencer Marketing and Product Quality on Purchasing Decisions at Uniqlo Telkom University. E-Proceeding of Management, 8(2), 1361–1368. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/vie wFile/14809/14586
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: Impact of Influencers in the Fashion Industry. SCMS Journal of Indian Management, 93(3), 14–29. http://ovidsp.ovid.com/ovidweb.cgi?T=JS&PAGE=reference&D=emed5&NEWS=N& AN=12656442
Tabelessy, W. (2021). Pengaruh Desain Produk, Harga, dan Promosi terhadap Keputusan Pembelian pada Usaha Rumahan Buket Bunga Victoria di Kota Ambon. Jurnal Nasional Manajemen Pemasaran & SDM, 2(2), 89–97. https://doi.org/10.47747/jnmpsdm.v2i2.274
Wahyudi, R. (2022). Pengaruh Iklan Dan Influencer Terhadap Keputusan Pembelian Item Virtual Padagames Online Mobile Legends. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 563–578. https://doi.org/10.54443/sibatik.v1i5.64
Xian, Gou Li, dkk. (2011). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
Yasinta, K. L., & Romauli Nainggolan. (2023). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Somethinc Di Surabaya Dimediasi Oleh Brand Image. Performa, 8(6), 687–699. https://doi.org/10.37715/jp.v8i6.3806
Yuwono, W., Permata, N. S., & Christiarini, R. (2024). Analisis Pengaruh Influencer Credibility Terhadap Purchase Intention Produk Skincare Lokal Dengan Mediasi Brand Image, Trust, Dan Brand Satisfaction. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 510–519. https://doi.org/10.22437/jmk.v13i02.31782
Zak, S., & Hasprova, M. (2020). The Role Of Influencers In The Consumer Decision Making Process [Peran Influencer Dalam Proses Pengambilan Keputusan Konsumen]. SHS Web of Conferences, 74, 03014.
Zulaikha, A., & Pulungan, A. F. (2023). Hubungan Intensitas Penggunaan Media Sosial dengan Gejala Depresi Mahasiswa Kedokteran. Jurnal Kedokteran Diponegoro, 7(2), 919–934.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Oktavia Diyah Anggitasari, Mirzam Arqy Ahmadi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
