Pengaruh Social Media Marketing Akun Instagram Ipok Aleuh Terhadap Customer Path 5a

Muhammad Arif Hendro Priyono, Hadi Purnama

Abstract

Abstrak Seiring berkembangnya teknologi informasi, dunia pemasaran dituntut untuk meninggalkan cara tradisional dalam kegiatan berpromosi. Social media marketing merupakan salah satu bentuk nyata dari perkembangan teknologi informasi tersebut, mengingat terdapat 79 juta pengguna aktif media sosial di Indonesia, sudah sepaptutnya perusahaan menerapkan social media marketing dalam strategi pemasarannya. Seiring semakin berkembangnya konektifitas yang memungkinkan konsumen mencari informasi dalam melakukan pertimbangan sebelum melakukan pembelian maka diperlukan pembaharuan bagi consumer path yang sebelumnya dikenal dengan Four A (aware, attitude, act, dan act again) menuju sebuah model customer path baru yaitu Five A (aware, appeal, ask, act, advocate). Tujuan dari penelitian ini adalah untuk mengetahui apakah social media marketing melalui Instagram berpengaruh terhadap Customer Path 5A. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif, dengan menggunakan teknik analisis statistik regresi linier sederhana dengan metode teknik sampling purpose sampling dengan pengambilan sample terhadap responden yang sudah mengikuti akun Instagram Ipok Aleuh, dengan jumlah responden sebanyak 100 orang. Berdasarkan hasil analisis deskriptif diperoleh skor variabel social media marketing sebesar 78.3% yang bernilai baik, aware 80% dengan kategori baik, appeal 73.4% dengan kategori baik, ask 80.6% dengan kategori baik, act 71.4% dengan kategori baik dan skor terendah diraih oleh variable advocate dimana mendapatkan skor sebesar 68,57% dan masuk ke dalam kategori baik, dengan demikian artinya semua variabel dinilai baik oleh responden berdasarkan posisi garis kontinum.Berdasarkan hasil uji regresi yang dilakukan, didapatkan hasil bahwa social media marketing dapat mempengaruhi aware sebesar 0.738 satuan, appeal sebesar 1.887 satuan, ask sebesar 1.100 satuan, act sebesar 0.686 satuan dan advocate sebesar 0.549 satuan. Berdasarkan Hipotesis Uji t, social media marketing berpengaruh signifikan terhadap variabel aware, appeal, ask, act dan advocate dan berdasarkan koefisien determinasi (R2) diketahui bahwa social media marketing mempengaruhi variabel act sebesar sebesar 29.6% dan paling rendah pada variabel appeal sebesar 5,10%.

Kata kunci: Social media marketing dan customer path

Abstract In this digital era, traditional promotion does not seem to be relevant for the marketing world anymore. Social media marketing is a product of the vast growing technology and information development. Today, there are 79 million active users of social media in Indonesia alone, opening a new promotion prospect that should be used by marketing companies with implementing social media marketing strategy. As connectivity grows, accessing information for consumers to have more options in choosing desired products has become easier. Renewals should be taken for consumer path that is previously known as Four A (Aware, Attitude, Act, and Act Again), which now the path is now known as Five A (Aware, Appeal, Ask, Act, and Advocate). This study aims to comprehend how can social media marketing through Instagram can be impactful analyzed by Customer 5A. This study is a descriptive research with using analytical statistics approach through linear regression technique and purpose sampling techniques. Registered samples and respondents are followers of an Instagram user, Ipok Aleuh, with total followers of 100 accounts. The study has resulted on the following, based on each variables: Social Media scores as much as 78.3%, categorized as good; aware scores as much as 80%, categorized as good; ask scores as much as 71.4%, categorized as good, and; the least and lowest score is coming from advocate with 68.57, categorized as good. Hence, it can be concluded that all variables are averagely rated as good by the consumers based on continuum line position. Moreover, after being regressed, we can have new result of the study that social media marketing can impact aware as much as 0.738, 1.887 for appeal, 1.100 for ask, 0.686 for act, and 0.549 for advocate. Based on T-Test Hypothesis, social media marketing has a significant impact towards all of the variables: aware, appeal, ask, act, and advocate. Furthermore, based on Determination Coefficient (R2), this study has come to another result that social media marketing has impacted act as much as 29.6% and the least impact given is towards appeal with only as much as 5.10%.

Keyword: Social media marketing and customer path

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