Marketing Strategy: The Effect of Positioning and Advertising Effectiveness on Social Media to Purchase Decision

DOI

10.2991/978-94-6463-443-3_103How to use a DOI?

Keywords

Social Media; Advertising Effectiveness; Positioning; Purchasing Decisions

Abstract

The increase in global internet users, including in Indonesia, has resulted in many social media applications that are now dominant in marketing products and services. The presence of various social media is the focus of research to determine their effectiveness in digital marketing, and an understanding of social media positioning based on effectiveness factors is critical for companies and start-ups in designing efficient marketing strategies. The purpose of this study is to determine the extent to which the dimensions of empathy, persuasion, impact, and communication shape the effectiveness of advertising on social media, the size of the positioning of each social media, and how much influence the efficacy and positioning of each social media have on consumer purchasing decisions in purchasing products through online. This quantitative research method uses confirmatory factor analysis, Importance Performance Analysis, effectiveness index, and multiple linear regression analysis tools. The results showed that the dimensions of empathy, persuasion, impact, and communication helped shape the effectiveness of advertising on social media. The four measures are active and have different positioning in advertising their products. Therefore, the effectiveness of advertising and positioning of various social media can influence consumer decisions in using social media online.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rahmat Hidayat
AU  - Agus Rahayu
AU  - Lili Adi Wibowo
AU  - Leni Cahyani
AU  - Ati Mustikasari
PY  - 2024
DA  - 2024/06/26
TI  - Marketing Strategy: The Effect of Positioning and Advertising Effectiveness on Social Media to Purchase Decision
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 776
EP  - 787
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_103
DO  - 10.2991/978-94-6463-443-3_103
ID  - Hidayat2024
ER  -