Effectiveness of Using Digital Marketing Consisting of Facebook, Instagram, OLX on Consumer Buying Interest in Plastic Sack Products at UD HPB Surabaya
Keywords:
Consumer Purchase Interest, Digital Marketing, Facebook, Instagram, OlxAbstract
This study aims to analyze the effectiveness of the use of digital marketing co1031nsisting of Facebook, Instagram, OLX on consumer purchasing interest in plastic sack products at UD HPB Surabaya. The type of research used is quantitative. The analysis used in this study is multiple linear regression analysis and uses SPSS version 20.0 analysis tools. The number of respondents in this study was 100. The results showed that digital marketing Facebook (X1), digital marketing Instagram (X2) and digital marketing OLX (X3) had a positive and significant effect simultaneously on purchasing interest (Y). And it is known that partially the digital marketing variable Facebook (X1) has a significant effect on purchasing interest (Y). In addition, the Adjusted R square (R2) value was obtained of 0, which means that it is bound to purchasing interest (Y) which indicates that the variables Digital Marketing Facebook (X1), Digital Marketing Instagram (X2), Digital Marketing OLX (X3) have an effect of 79.7% on purchasing interest (Y). And the remaining 20.3% is influenced by other variables not examined in this study.
References
Adam, S., Mulye, R., Deans, K. R., & Palihawadana, D. (2002). E‐marketing in perspective: a three country comparison of business use of the Internet. Marketing Intelligence & Planning, 20(4), 243–251. https://doi.org/10.1108/02634500210431649
Arikunto, S. (2013). Prosedur Penelitian Suatu Pendekatan Praktik (Revisi). Rineka Cipta.
Aritonang, L. R. (2007). Riset Pemasaran: Teori & Praktik. Ghalia Indonesia.
Durianto, Sugiarto, Widjaja, & Supratikno. (2003). Inovasi Pasar dengan Iklan Yang Efektif. Gramedia Pustaka Utama.
Feri, S. (2015). Keajaiban Sosial Media Fantasi Menumbuhkan Visitor, Circle, Likes, Koneksi, Retweet, dan Follower. Elex Media Komputindo.
Ghozali, I. (2005). Aplikasi Analisis Multivariate dengan Program SPSS. Universitas Diponegoro.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regres. Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program SPSS 23 (9th ed.). Badan Penerbit Universitas Diponegoro.
Gunelius, S. (2011). Content marketing for dummies. John Wiley & Sons.
Hartono, J. (2022). Portofolio dan Analisis Investasi Pendekatan Modul (2nd ed.). Andi Offset.
Juditha, C. (2011). Hubungan Pengguna SItus Jejaring Sosial Facebook terhadap Perilaku Remaja di Kota Makassar. Jurnal Penelitian Iptek-Kom, 13(1), 1–23.
Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), 6–12.
Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science (2147- 4478), 12(3), 88–98. https://doi.org/10.20525/ijrbs.v12i3.2507
Nasution, N. (2004). Manajemen Transportasi. Ghalia Indonesia.
Sanjaya, R., & Oliver, J. T. (2009). Creative Digital Marketing. PT Alex Media Komputindo.
Saputra, R., Nasution, M. I. P., & Dharma, B. (2023). The Impact of Using AI Chat GPT on Marketing Effectiveness: A Case Study on Instagram Marketing. Indonesian Journal of Economics and Management, 3(3), 603–617. https://doi.org/10.35313/ijem.v3i3.4936
Saravanakumar, & Lakshmi, S. (2012). Social Media Marketing. Life Science Journal, 9(4), 4444–4451.
Sugiyono. (2008). Metode Penelitian Bisnis. Alfabeta.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Alfabeta.
Taprial, V., & Kanwar, P. (2012). Understanding Social Media. Bookboon.
Teguh, M., Dumais, M. A. O., Wijaya, C. T., Torsten, P., & Vera, A. (2023). Digital Marketing Communication Activities on Online Magazine Gettinlow. Journal International Dakwah and Communication, 3(1), 1–21. https://doi.org/10.55849/jidc.v3i1.196
Weinberg, T. (2009). The new community rules: Marketing on the social web. O’Reilly Media.
Young Kim, E., & Kim, Y. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38(7), 883–897. https://doi.org/10.1108/03090560410539302
Zulian, Y. (2001). Manajemen Kualitas Produk dan Jasa. Ekonisia.
