Marketing Strategy : The Effect of Positioning and Advertising Effectiveness on Social Media to Purchase Decision R Hidayat, Agus Rahayu, L.A wibowo, Leni C, Ati M,
Universitas Pendidikan Indonesia
Telkom University
Abstract
The increasing number of internet users in the world and Indonesia, in particular, has made many applications emerge, one of which is a social media application that is currently often used for marketing a product & service. Many social media options can be used with a variety of different social media features that were needed for studies or research that can determine which of these social media is useful for digital-based marketing. 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
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Topic: Marketing Management, Relationship Marketing, Service Marketing
