Pengaruh Digital Marketing Berbasis Social Media Tiktok terhadap Keputusan Pembelian Mi Sehat Lemonilo

Muhammad Alfian Aryadi, K. Y.S Putri

Abstract


The development of information and communication technology makes the application of innovation easier, more effective and efficient. The development of information and communication technology also encourages a shift in people's habits in communicating. One company that uses social media as a means to promote and introduce their products is Lemonilo Indonesia Sehat, the company that owns the Lemonilo healthy noodle product. As a start-up that starts its business activities by utilizing online media, Lemonilo also utilizes social media that are widely used by the Indonesian people to carry out various marketing activities. The purpose of this study was to determine the effect of digital marketing based on Tiktok social media on purchasing decisions for Lemonilo healthy noodle products. The method used is a quantitative method with a correlational approach. The population contained in this study were students of the Communication Studies program at the State University of Jakarta batch 2019 as many as 82 students. Sampling in this study using probability sampling method by means of simple random sampling. The number of samples taken was 68 respondents based on calculations using the slovin formula. The results obtained in this study indicate that digital marketing carried out by Lemonilo has an influence on purchasing decisions for Lemonilo healthy noodle products. In this case the acquisition of T arithmetic shows a number greater than T table which means the dependent variable has an influence on the independent variable. In addition, the results obtained in the study show that the digital marketing variable has an influence of 28.5% on the purchasing decision variable.


Keywords


Digital Marketing, Lemonilo, Purchase Decision, Social Media

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References


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Bafadhal, A. S. (2020). PEMASARAN PARIWISATA PENDEKATAN PERILAKU WISATAWAN. Media Nusa Creative.

Elbahar, C., & Syahputra. (2021). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI KADATUAN KOFFIE. E-Proceeding of Management, 8(2), 1244–1251.

Endra, F. (2017). Pedoman Metodologi Penelitian (Statistika Praktis). Penerbit Zifatama Jawara.

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 62–76.

Khoziyah, S., & Lubis, E. E. (2021). PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS ONLINE SHOP INSTAGRAM @KPOPCONNECTION. Jurnal Ilmu Komunikasi, 10(1), 39–50.

Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran (Edisi 13.). Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Education. Lindawati, S., Hendri, M., & Hutahaean, J. (2020). Pemasaran Digital. Yayasan Kita Menulis. Mewoh, F. M., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada MatahariDepartment Store Manado Town Square. Jurnal Administrasi Bisnis, 9(1), 35–42.

Mulyansyah, G. T., & Sulistyowati, R. (2021). PENGARUH DIGITAL MARKETING BERBASIS SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN KULINER DI KAWASAN G-WALK SURABAYA. Jurnal Pendidikan Tata Niaga, 9(1), 1097–1103. Nizamuddin, H., Azan, K., Anwar, K., Ashoer, M., Nuramini, A., Dewi, I., Abrory, M., Pebriana, P. H., Basalamah, J., & Sumianto. (2021). METODOLOGI PENELITIAN KAJIAN TEORITIS DAN PRAKTIS BAGI MAHASISWA. DOTPLUS Publisher.

Pandrianto, N., Oktavianti, R., & Sari, W. P. (2020). DIGITALISASI DAN HUMANISME DALAM EKONOMI KREATIF. PT Gramedia Pustaka Utama.

Pradana, D., Hudayah, S., & Rahmawati. (2017). Pengaruh harga kualitas produk dan citra merek brand image terhadap keputusan pembelian motor. Jurnal Kinerja, 14(1), 16–23. Pradiani, T. (2017). PENGARUH SISTEM PEMASARAN DIGITAL MARKETING TERHADAP PENINGKATAN VOLUME PENJUALAN HASIL INDUSTRI RUMAHAN. JIBEKA, 11(2), 46–53.

Rachmadi, T. (2020). The Power of Digital Marketing. TIGA Ebook.

Raharjo, F. S. (2019). THE MASTER BOOK OF PERSONAL BRANDING Seni Membangun Merek Diri dengan Teknik Berbicara. Penerbit Quadrant.

Sa’diyah, K., Kurniati, R. R., & Zunaida, D. (2019). PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI ASURANSI PT. PRUDENTIAL LIFE ASSURANCE. JIAGABI, 8(3), 163–169.

Satriadi, Wanawir, Hendrayani, E., Siwiyanti, L., & Nursaidah. (2021). MANAJEMEN PEMASARAN. Penerbit Samudra Biru.

Sawiani, D. K. (2021a). DIGITAL MARKETING: BRAND IMAGES. Scopindo Media Pustaka. Sawiani, D. K. (2021b). KEPUTUSAN PEMBELIAN ONLINE: KUALITAS WEBSITE, KEAMANAN DAN KEPERCAYAAN. Scopindo Media Pustaka.

Soewito, Y. (2013). KUALITAS PRODUK, MEREK DAN DESAIN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO. Jurnal EMBA, 1(3), 218–229.




DOI: http://dx.doi.org/10.36080/ag.v10i1.1805

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