Pengaruh viral marketing, content marketing, dan media sosial tiktok terhadap minat beli produk jiniso di kota Surabaya
Article Sidebar
Main Article Content
Abstract
This study aims to analyze the effect of Viral marketing, content marketing, and social media on buying interest in Jiniso products in Surabaya City. The data analysis technique used is a quantitative analysis approach adopted through the Partial least square (PLS) tool. Inner model analysis is seen from R-Square and predictive relevance (Q2). Researchers used a non-probability sampling method with a purposive sampling technique and collected data through questionnaires from 91 respondents. The results showed that the three variables have a significant influence in increasing consumer buying interest. Viral Marketing is proven effective through product review indicators, where positive customer reviews increase trust and encourage purchases. Content marketing contributes significantly by providing accurate and detailed product descriptions, thus increasing consumer confidence in the information received. Social media plays an important role, especially through the relationships built with followers, which creates emotional closeness and strengthens consumer buying interest. This research shows that a combination of marketing strategies through social media, relevant content, and virality can effectively attract consumers' attention and strengthen Jiniso's brand position in Indonesia's local fashion market.
Article Details
Jurnal Riset Pendidikan Ekonomi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. The copyright of the received article once accepted for publication shall be assigned to the journal as the publisher.
References
Adelia, R., & Cahya, S. B. (2023). Pengaruh Content marketing Dan Brand Image Terhadap Minat Beli Mafia Gedang Di Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 325–333. https://doi.org/10.26740/jptn.v11n3.p325-333
Afrianti, N., & Ismunandar Ismunandar. (2023). Pengaruh Sosial Media Instagram Terhadap Keputusan Pembelian Pada Aisy Drink Kota Bima. Journal of Management and Creative Business (JMCBUS), 1(4), 377–389.
Budiyanto, A., Pamungkas, I. B., & Praditya, A. (2023). Pengaruh Media Sosial Terhadap Minat Beli Dan Keputusan Pembelian Konsumen: Analisis Bibliometrik. Jurnal Ekonomi Manajemen, 8(2), 133–142. https://doi.org/10.37058/jem.v8i2.5468
Fadiya Haya, A., Fadila, A., & Desyantama, H. (2021). Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory Bandar Lampung (Alika Fadiya Haya) Pengaruh Viral Marketing Terhadap Minat Beli Konsumen Richeese Factory Bandar Lampung. Jurnal Manajemen Dan Bisnis (JMB), 3(1), 2745–2892.
Fitri Salsabila, N., Evanthi, A., Studi Manajemen, P., Ekonomi dan Bisnis, F., Pembangunan Nasional, U., & Timur, J. (2023). Pengaruh Penggunaan Tiktok Sebagai Media Promosi Terhadap Minat Beli Konsumen Di Pt. Aaron Innovation Indonesia. Jurnal Pengabdian Masyarakat Indonesia, 1(2), 332–342. https://doi.org/10.62017/jpmi
Hardianto, N., Triana, N. N., & Nadeak, T. (2024). Word of Mouth dan Media Sosial Terhadap Minat Beli Konsumen Pada Kafe Kenalin Ini Kopi di Universitas Buana Perjuangan Karawang. Journal of Management and Bussines (JOMB), 6(1), 436–447.
Husna, O. (2024). Pengaruh Copywriting , Content marketing dan Social Media Marketing Terhadap Minat Beli Konsumen Pada UMKM Mika Hijab Store Solo. 3(01), 333–343.
Justiana, S., & Yuliana, L. (2024). Pengaruh Viral Marketing Terhadap Minat Beli Produk Mother of Pearl. Jurnal Bina Bangsa Ekonomika, 17(1), 150–158. https://jbbe.lppmbinabangsa.id/index.php/jbbe/article/view/447%0Ahttps://jbbe.lppmbinabangsa.id/index.php/jbbe/article/download/447/228
Khofifah, N. et. al. (2024). Strategi pemasaran produk jiniso di tiktok menggunakan analisis swot. 3(2), 1977–1984.
Lay, R. G. (2021). Harga, Kualitas Produk Dan Word of Mouth Terhadap Minat Beli Produk U-Tech. Performa, 4(4), 529–537. https://doi.org/10.37715/jp.v4i4.1665
Maharani, O. et. al. (2024). MARKETING PADA MINAT BELI KONSUMEN PRODUK JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ). 8(2), 2161–2185.
Mohamad Basuni, Roby Setiadi, Gian Fitralisma, & Syariefful Ikhwan. (2023). Analisis Pengaruh Perilaku Konsumen Dalam Pengambilan Keputusan Pembelian Online Masyarakat Kabupaten Brebes Pada E-Commerce Shoppe. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 10–18. https://doi.org/10.51903/e-bisnis.v16i1.873
Pasaribu, A. F., Fadhila Rahma, T. I., & Dharma, B. (2023). Pengaruh Content marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93. https://doi.org/10.36987/ecobi.v10i2.4432
Pratama, C. A. Z., Dewi, R. S., & Wijayanto, A. (2022). Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 59–69. https://doi.org/10.14710/jiab.2022.33406
Prayogo, A., Fauzi, A., Sapto Bagaskoro, D., Aditya Alamsyah, F., Tonda, F., Kamil Hafidzi, M., Hanif Fatturrohman, M. R., & Wijaya, S. (2023). Pengaruh Brand Image, Viral Marketing dan Brand Awareness Terhadap Minat Beli Konsumen. Jurnal Ilmu Multidisplin, 1(4), 754–763. https://doi.org/10.38035/jim.v1i4.116
Qomariah, N., Jannah, W., Marketing, C., & Beli, M. (2024). Penerapan Content marketing Terhadap Minat Pembeli Dalam Perspektif Syariah Di Tuku-Tuku Store Bondowoso. 3(1), 81–92.
Rofiudin, M., Shabry, M., & Juniarsa, N. (2022). Pengaruh Harga Dan Fitur Layanan Terhadap Minat Beli Konsumen Tokopedia Pasca Covid 19 Di Malang Raya. Jurnal Ilmu-Ilmu Sosial, 19(2), 2022.
Sutanto, I. L., & Nirawati, L. (2023). Pengaruh Media Sosial Dan Potongan Harga (Diskon) Terhadap Minat Beli Produk Roughneck Di Shopee. Jurnal Pendidikan Ekonomi (JURKAMI), 8(1), 49–58. https://doi.org/10.31932/jpe.v8i1.2031
Syafrianita, N., Asnawi, M., & Firah, A. (2022). ANALISIS PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK PADA CV. SYABANI DI PUSAT PASAR MEDAN. 7(2), 1–23.
Tedy, S., & Sitinjak, T. (2024). Pengaruh Content marketing dan Online Customer Review pada Media Instagram terhadap Keputusan Pembelian di Krav.ery. Global Research on Economy, Business, Communication, and Information, 1(2), 77–86. https://doi.org/10.46806/grebuci.v1i2.1126
Thahirah, A., Nursanti, A., & Alvionita, A. (2024). Pengaruh Viral Marketing , Fenomena FOMO dan E-WOM Terhadap Keputusan Menonton Film ‘ Agak Laen ’ di Kota Pekanbaru. 9(2), 383–395.