Analisis Pengaruh Jaringan Sosial dan Word-of-mouth terhadap Keputusan Pembelian Konsumen: Studi Kasus pada Produk Teknologi Konsumen

Authors

  • Gatot Wijayanto Universitas Riau
  • Yutiandry Rivai Institut Bisnis dan Teknologi Pelita Indonesia
  • Pandu Adi Cakranegara Universitas Presiden

DOI:

https://doi.org/10.37385/msej.v5i2.4654

Keywords:

Jaringan Sosial, Word-of-mouth, Keputusan Pembelian.

Abstract

Artikel ini bertujuan untuk menyelidiki dampak jaringan sosial dan Word-of-mouth terhadap keputusan pembelian konsumen, khususnya dalam konteks produk teknologi konsumen. Metode yang digunakan adalah tinjauan pustaka, di mana data dari berbagai sumber literatur yang relevan dikumpulkan dan dianalisis. Temuan dari analisis menegaskan bahwa jaringan sosial memiliki peran krusial dalam penyebaran informasi dan rekomendasi produk kepada konsumen. Platform media sosial dan komunitas online menjadi wadah utama di mana interaksi sosial dan rekomendasi produk terjadi secara aktif. Di sisi lain, Word-of-mouth , baik yang berasal dari keluarga, teman, maupun ulasan online, juga memiliki pengaruh besar dalam membentuk persepsi konsumen terhadap produk dan keputusan pembelian mereka. Implikasi dari artikel ini menyoroti pentingnya mempertimbangkan strategi pemasaran yang memanfaatkan jaringan sosial dan Word-of-mouth dalam konteks produk teknologi konsumen. Menciptakan koneksi yang kuat dengan konsumen melalui platform media sosial dan mendorong testimoni positif serta rekomendasi dari konsumen yang puas dapat menjadi strategi yang efektif dalam meningkatkan penjualan dan citra merek. Oleh karena itu, pemahaman yang mendalam tentang dinamika jaringan sosial dan Word-of-mouth menjadi kunci dalam merancang kampanye pemasaran yang sukses dalam industri teknologi konsumen.

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Published

2024-03-16

How to Cite

Gatot Wijayanto, Rivai, Y., & Cakranegara, P. A. . (2024). Analisis Pengaruh Jaringan Sosial dan Word-of-mouth terhadap Keputusan Pembelian Konsumen: Studi Kasus pada Produk Teknologi Konsumen. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 4269–4276. https://doi.org/10.37385/msej.v5i2.4654