Strategi Live Streaming, Content Marketing, dan Online Customer Reviews untuk Mengoptimalkan Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.61132/prosemnasimkb.v1i1.8Keywords:
live streaming, content marketing, online customer reviews, customer decisionsAbstract
In the contemporary digital era, marketing methods have undergone significant changes along with the increasing use of online technology. In this case, live streaming, content marketing, and online customer reviews have become more important components in business marketing strategies aimed at influencing consumer decisions. This study aims to explore the ways in which these three factors influence customer decisions. The study results show how big an impact live streaming, content marketing, and online customer reviews have on purchasing decisions. Studies show that a company's ability to influence consumer decisions increases with how well the company integrates content marketing with live streaming, and online customer reviews have a significant influence. These findings show how important it is for companies to monitor and manage these variables to influence more consumer decisions in the digital era.
Downloads
References
Adhitya, F. (2022). Pengaruh Content Marketing, Online Consumer Review Dan Beauty Vlogger Terhadap Keputusan Pembelian Online Produk Hijab Rabbani Pada Generasi Z Di Kota Semarang. EKOBIS : Jurnal Ilmu Manajemen Dan Akuntansi, 10(2), 223–238. https://doi.org/10.36596/ekobis.v10i2.928
Faradiba, B., & Syarifuddin, M. (2021). Covid-19: Pengaruh Live Streaming Video Promotion Dan Electronic Word of Mouth Terhadap Buying Purchasing. Economos : Jurnal Ekonomi Dan Bisnis, 4(1), 1–9. https://doi.org/10.31850/economos.v4i1.775
Huda, I. U. H., Karsudjono, A. J., & Darmawan, R. D. (2024). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 11(1), 69. https://doi.org/10.31602/al-kalam.v11i1.3453
Komalasari, D. (2021). Buku Ajar Digital Marketing. In Buku Ajar Digital Marketing. https://doi.org/10.21070/2021/978-623-6081-38-9
Kusumo, D., & Afandi, R. (2020). The Influence of Brand Ambassadors, Viral Marketing, and Online Customer Reviews on Purchase Decisions on Online Shopping Applications in Sidoarjo Regency. Indonesian Journal of Innovation Studies, 13, 1–12.
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. https://doi.org/10.37817/ikraith-ekonomika.v6i1.2480
Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). Pengaruh Online Customer Rating, Sistem Pembayaran Cash on Delivery Dan Online Customer Review Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa Dan Alumni Equil Choir Feb Unsrat). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 975. https://doi.org/10.35794/emba.v10i3.43393
Netrawati, I. G. A. O., Nuada, I. wayan, & Syakbani, B. (2022). The Influence of Live Streaming Video on Consumer Decisions. Sentralisasi, 11(2), 159–168. https://doi.org/10.33506/sl.v11i2.1623
Priangga, I., & Munawar, F. (2021). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian di Marketplace Lazada (Studi Pada Mahasiswa Di Kota Bandung). Jurnal Bisnis Manajemen & Ekonomi, 19(2), 399–413.
Puspitaningrum, I. A., Citaningtyas, D., & Kadi, A. (2023). Pengaruh Fitur Live Streaming, Content Marketing, Dan Platform Media Sosial Tiktok Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Ms Glow Kota Madiun). SIMBA : Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, September.
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Ramadhana, R., & Ratumbuysang, M. F. N. G. (2022). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee: Influence Of Online Customer Review On Purchase Decisions On The Marketplace. Prospek, 1(1), 157–166. https://ojs.mahadewa.ac.id/index.php/prospek/article/view/1741
Ribek, P. K. (2022). Pengaruh Iklan Televisi Dan Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Bali. Jurnal Ilmiah Satyagraha, 5(2), 130–137. https://doi.org/10.47532/jis.v5i2.539
Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353
Setyawan, R. A., & Marzuki, Y. (2018). Survei Aplikasi Video Live Streaming dan Chat di Kalangan Peajar. Seminar Nasional Edusainstek FMIPA UNIMUS 2018, 185–191.
Shadrina, R. N., & Sulistyanto, Y. (2022). Analisis Pengaruh Content Marketing, Influencer, dan Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi Pada Pengguna Instagram dan Tiktok di Kota Magelang). Diponegoro Journal of Management, 11(1), 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
Sutianingsih, S., & Samodra, Y. (2021). Peran Loyalitas Pelanggan Pada Marketing Mix Terhadap Keputusan Konsumen. Riset Manajemen Dan Akuntansi, 12(2), 56–67. https://doi.org/10.36600/rma.v12i2.220
Syaputra, A., & Rahmani, N. (2024). pengaruh video live streaming shopping terhadap keputusan pembelian. 7, 4–6.
Tabelessy, W., & Dkk. (2022). MINAT BELI KONSUMEN KEDAI BLUE SHELTER DIPENGARUHI OLEH CONTENT MARKETING DAN WORD OF MOUTH. 9(2015), 1–23.
YAZGAN PEKTAS, S., & HASSAN, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79–88. https://doi.org/10.26650/jot.2020.6.1.0011
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Seminar Nasional Prosiding Ilmu Manajemen Kewirausahaan dan Bisnis (SEMNASPROIMKB)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
