DEVELOPMENT OF MARKETING STRATEGY THROUGH SOCIAL MEDIA IMPACT ON CONSUMER BEHAVIOR IN THE DIGITAL ERA
DOI:
https://doi.org/10.55606/iceb.v1i1.196Keywords:
Digital Era, Marketing Strategy, Social Media, Consumer Behavior.Abstract
The purpose of this research is to find out new activities regarding consumer behavior attitudes to make a purchase decision due to the marketing strategy that applies in the digital era. For the research method using a study through library research. With a literature review, it can describe and explain that the digital era is proven to be able to influence all areas of life, including the business world. The digital era has produced renewable and up-to-date ideas for consumers or marketers or also for other users. Marketing strategies that are always developing can influence consumer behavior because they are starting to switch habits in shopping online through platforms on social media. The results of this study indicate that marketing strategies through social media have caused a shift in consumer attitudes and behavior from conventional or traditional activities to activities using digital or online technology. Marketers are required to adapt to changes in consumer behavior which is the key to success in being able to maintain the viability of the company through marketing strategies according to the era and changes in consumers. The ability of marketers or companies to be able to always understand consumer behavior is a strategy that is needed and considered because it is something that needs attention to achieve competitive advantage. By carrying out a marketing strategy that uses digital information technology devices, it will be easy to provide opportunities for consumers to find information about the products they will buy as well as testimonials from other consumers about consumer experiences after experiencing the benefits and success of consuming a particular product.
References
Adhani, L. K., Dharmastiti, R., & Trapsilawati, F. (2020). Pengaruh Waktu Sebelum Dan Selama Pandemi Covid-19 Terhadap Perilaku Konsumen Belanja Online.
Aini, I. (2020). ANALISIS PERILAKU KONSUMEN SYARIAH CARD. Yurisprudentia: Jurnal Hukum Ekonomi, 6(2), 248–265.
Andreas D. S, N. Pamungkas, & W. Widyatmoko. (2021). Penerapan Goal Questions Metrics Terhadap Aplikasi Monitoring Sales Consultant. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 1(2), 01–16. Retrieved from http://www.prin.or.id/index.php/cemerlang/article/view/265
Basalamah, J., Syahnur, M. H., Ashoer, M., & Bahari, A. F. (2020). Consumer Behavior in Online Transportation Services: A Systematic review of Business Strategies. Ilomata International Journal of Management, 1(3), 134–144.
Bassiouni, D. H. & Hackley, C. (2014). “Generation Z” children’s adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour, 13(2), 113–133.
Cesareo, L. & Pastore, A. (2014). Consumers’ attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515–525.
Chaniago, H. (2020). Analisis Kualitas Pelayanan, Kualitas Produk, dan Harga pada Loyalitas Konsumen Nano Store. International Journal Administration, Business and Organization, 1(2), 2020.
Cornella, L., & Rahadi, D. R. (2020). EMOSI KONSUMEN DALAM MENDUKUNG KEPUASAN PEMBELIAN SECARA ONLINE DI MASA PANDEMI COVID 19. Jurnal Manajemen Dan Profesional, 1(01), 1–10.
Cotte, J., Ratneshwar, S., & Mick, D. G. (2004). The times of their lives: henomenological and metaphorical characteristics of consumer timestyles. Journal of Consumer Research, 31(2), 333–345.
Charlesworth, A. (2009). The digital revolution. New York, NY: DK Publishing.
Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94–116.
Dharmmesta, B. S., & Handoko, T. H. (2000). Manajemen Pemasaran: Analisa Perilaku Konsumen.
Ehrich, K. R., & Irwin, J. R. (2005). Willful ignorance in the request for product attribute information. Journal of Marketing Research, 42(3), 266–277.
Juniar, A. M., & Uci, J. (2021). Belanja Online di Masa Pandemi Covid-19: Studi Kasus Ibu-ibu Rumah Tangga di Kota Makassar. Emik, 4(1), 37–51.
Khafidin, K. (2020). KONSEP PERILAKU KONSUMEN BESERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN. Konsep Perilaku Konsumen Beserta Implikasinya Terhadap Keputusan Pembelian.
L. P. Indah Kencana Putri, “Perilaku Konsumen Pengguna Instagram di Era Marketing 4.0,”J. Manaj. Bisnis, vol.16, no. 4, p. 20, 2019, doi: 10.38043/jmb.v16i4.2248.
Rosita, R. (2020). Pengaruh pandemi Covid-19 terhadap UMKM di Indonesia. Jurnal Lentera Bisnis, 9(2), 109–120
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21.
