Kekuatan Pemasaran Sosial Media dalam Minat Beli Sambal Kemasan
Unduhan
Sambal merupakan salah satu produk makanan yang digemari, sehingga produsen sambal harus menentukan strategi yang tepat untuk meningkatkan pembelian. Strategi pemasaran dengan media sosial menjadi faktor penting dalam memperkenalkan produk dan meningkatkan minat beli pada sambal kemasan. Penelitian ini bertujuan untuk mengidentifikasi kekuatan iklan media sosial terhadap minat beli sambal kemasan. Data dikumpulkan dari survei yang disebarkan kepada 106 pengguna media sosial. Variabel (Y), visual (X1), penawaran spesial (X2), musik (X3), bahasa (X4), interaksi (X5), endorsement (X6), dan followers (X7). Penelitian ini menggunakan analisis regresi linier berganda dengan menggunakan program SPSS For Windows. Hasil penelitian menunjukkan bahwa variabel visual berpengaruh signifikan terhadap minat beli sambal kemasan secara online. Desain yang sederhana membuat audiens lebih memahami informasi dalam konten, sehingga calon konsumen mendapatkan informasi yang sesuai dengan kebutuhannya. Jumlah followers yang tinggi memberikan tingkat kepercayaan dan kredibilitas yang baik terhadap merek sehingga akan memberikan pengaruh positif terhadap minat beli calon konsumen. Sedangkan variabel penawaran spesial, musik, bahasa, interaksi, dan endorsement tidak berpengaruh terhadap minat beli konsumen. Hasil penelitian ini diharapkan dapat membantu produsen sambal kemasan dalam merancang pemasaran di media sosial yang lebih efisien dan tepat sasaran dengan memahami strategi pemasaran yang paling efektif dengan media sosial.
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