Studi Literatur: Analisis Efektivitas dan Pengaruh Aktivitas Pemasaran Melalui Media Sosial pada Merek

Authors

  • Arsa Fawwazie Universitas Labuhanbatu
  • Sumitro Sarkum Universitas Labuhanbatu

DOI:

https://doi.org/10.56473/bisma.v4i2.104

Abstract

Penelitian ditujukan untuk melakukan studi literasi pada artikel ilmiah dengan topik pemasaran pada media sosial, dengan jumlah artikel ilmiah yang dianalisis sebanyak 8 artikel.  Peningkatan akses terhadap internet yang semakin berkembang dan tersedianya lahan pemasaran yang baru di media sosial sebagai sarana pemasaran telah mengubah strategi pemasaran yang selama ini telah ada.  Perusahaan harus mampu mengahdapi digitalisasi yang terjadi, dengan menyesuaikna metode pemasaran digital yang paling baik bagi perusahaan. Penelitian terhadap dampak dan efektivitas aktivitas pemasaran pada media sosial perlu diketahui agar perusahaan dapat mempertimbangkan kepentingan dan keperluan yang berbeda di masing-masing industri. Aktivitas pemasaran melalui media sosial berdampak positif pada ekuitas merek serta kepercayaan pelanggan terhadap merek. Hal tersebut memberikan dampak pada munculnya loyalitas pelanggan terhadap merek. Keterlibatan pelanggan pada strategi pemasaran dapat memunculkan keterikatan dan kepercayan pelanggan terhadap merek. Penerapan metode pemsaran media sosial memberikan dampak yang baik bagi perusahaan.

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References

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Published

2024-01-31

How to Cite

Fawwazie, A., & Sarkum, S. (2024). Studi Literatur: Analisis Efektivitas dan Pengaruh Aktivitas Pemasaran Melalui Media Sosial pada Merek. BISMA Cendekia, 4(2), 40–51. https://doi.org/10.56473/bisma.v4i2.104

Issue

Vol. 4 No. 2 (2024): BISMA Cendekia - Januari 2024

Section

Article

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Copyright (c) 2024 Arsa Fawwazie, Sumitro Sarkum

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