Strategi Promosi melalui Media Sosial dan Electronic Word of Mouth untuk Komunikasi Konsumen

Abstract

This study discusses issues related to purchasing decisions. The research focused on the social networking community on social media facebook with a sampling technique using non-probability sampling. The method used in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis with Smart-PLS version 3.3.5 software support. The results of the study conclude that promotional strategies through social media have a positive influence on purchasing decisions. Promotional strategies through social media have a positive influence on electronic word of mouth. Electronic word of mouth has a positive influence on purchasing decisions. Electronic word of mouth mediates the effect of promotional strategies through social media on purchasing decisions. The practical implication of this research is that companies in the organic agricultural sector, especially organic rice products, are recommended to carry out promotional strategies through social media because this strategy is one of the most effective and appropriate tools in marketing, so that electronic word-of-mouth marketing will be formed, which ultimately has an impact on purchasing decisions.

Photography as a Branding process on MSME Products

“…Various studies have been carried out related to promotion and marketing strategies through social media in order to reach all areas of society, but the research only discusses a marketing and marketing strategy as conveyed by Dewi Kurniawati and Nugraha Arifin the [3] strategy of online marketing communication on Instagram is to provide attractive images and detailed descriptions about products that accompany photos (captions) such as product materials, Colors and prices are easy to understand. While Astari [4] in communication and social media said that the presence of social media even has an impact on how to communicate in all fields, the presence of social media turns out to have an impact on changing the way of communicating from conventional to modern and all-digital, but also causes communication that takes place to be more effective.…”