Pengaruh Media Sosial, Iklan Online dan Promosi Terhadap Minat Beli Konsumen
DOI:
https://doi.org/10.55338/jumin.v6i3.6479Keywords:
Media Sosial, Iklan Online, Promosi, Minat Beli, Pemasaran DigitalAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial, iklan online, dan promosi terhadap minat beli konsumen di wilayah Seturan, khususnya pada individu yang telah terpapar iklan digital dan aktif melakukan transaksi secara online. Pendekatan kuantitatif digunakan dengan motode survei, melibatkan 150 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil analisis menunjukkan bahwa ketiga variabel independent, yaitu media sosial, iklan online, dan promosi, memiliki pengaruh positif terhadap minat beli konsumen. Temuan ini memperkuat teori Hierarchy of Effects yang menjelaskan bahwa eksposur terhadap komunikasi pemasaran dapat membentuk persepsi kognitif, afektif, hingga konatif yang mendorong terjadinya pembelian. Penelitian ini memberikan kontribusi terhadap pengembangan strategi pemasaran digital yang efektif dalam meningkatkan niat beli konsumen.
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Copyright (c) 2025 Adelia Fernandes, R. Stefanus Seno Bagus W, Miswanto Miswanto, Baldric Siregar, Frasto Biyanto, Rita de Fátima V. da Silva
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