Eksplorasi Pengaruh WhatsApp, Instagram, dan X (Twitter) dalam Strategi Social Media Marketing terhadap Consumer Purchase Intention

Difa Fadzrulloh Rustandi, Harmon Chaniago

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing melalui platforms WhatsApp, Instagram, dan Twitter terhadap Minat Beli Konsumen di Laboratorium Bisnis Politeknik Negeri Bandung. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan aplikasi SmartPLS 4. Teknik pengambilan sampel dilakukan dengan purposive sampling, melibatkan 150 responden mahasiswa yang aktif menggunakan ketiga platforms sosial media tersebut dan pernah melihat konten promosi Laboratorium Bisnis. Hasil penelitian menunjukkan bahwa seluruh variabel Social Media Marketing pada ketiga platforms berpengaruh signifikan terhadap Minat Beli Konsumen dengan nilai signifikansi < 0,05. Instagram menjadi platforms yang memiliki pengaruh paling besar (R² = 0,675), diikuti oleh Twitter (R² = 0,526), dan WhatsApp memiliki pengaruh paling rendah (R² = 0,087). Temuan ini mengindikasikan bahwa kekuatan visual, interaktif, dan jangkauan audiens menjadi faktor penting dalam efektivitas media sosial sebagai alat pemasaran. Penelitian ini memberikan implikasi praktis bagi pengelola Laboratorium Bisnis untuk mengoptimalkan strategi digital marketing, khususnya melalui platforms yang lebih efektif.

Keywords


Sosial Media Marketing; Minat Beli Konsumen; SmartPLS

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References


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DOI: http://dx.doi.org/10.54144/jadbis.v13i2.19514

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