Marketing Strategy : The Effect of Positioning and Advertising Effectiveness on Social Media for Purchase Decision
R. Hidayat1,2,a, Agus rahayu2b LA wibowo2,c, Agus M.H1,d

1 Telkom University ,
2 University of Education Indonesia

Abstract

With the growing number of internet users around the world, and now in Indonesia in particular, many new applications have emerged, one of which is a social media application that is now commonly used for product and service promotion. Many social media alternatives can be employed with a variety of social media features that were required for studies or research to identify which of these social media options should be used. Besides, the determination of social media positioning seen from its effectiveness component will be necessary for information for the company and individual start-ups to determine marketing strategies. This study uses confirmatory factor analysis, Importance Performance Analysis, effectiveness index, and multiple linear regression analysis tools. The purpose of this study is to determine the extent of empathy, persuasion, impact, and communication dimensions to shape the effectiveness of advertising on social media, and the size of the positioning of each of social media, and how much influence the efficacy and positioning of each social media on purchasing decisions for consumers in purchasing products through online. The results showed that the dimensions of empathy, persuasion, impact, and communication helped shape the effectiveness of advertising on social media. Where the four sizes are quite active and have different positioning in advertising their products. Therefore the efficacy and positioning of various social media can influence consumers^ decisions to use social media online

Keywords: Social Media, Advertising Effectiveness, Positioning, Purchasing Decisions, Marketing strategy

Topic: Strategic Management, Entrepreneurship and Contemporary Issues