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

Rahmat Hidayat (), Agus Rahayu, Lili Adi Wibowo, Leni Cahyani and Ati Mustikasari
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Rahmat Hidayat: Universitas Pendidikan Indonesia
Agus Rahayu: Universitas Pendidikan Indonesia
Lili Adi Wibowo: Universitas Pendidikan Indonesia
Leni Cahyani: Telkom University
Ati Mustikasari: Telkom University

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 776-787 from Springer

Abstract: 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.

Keywords: Social Media; Advertising Effectiveness; Positioning; Purchasing Decisions (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_103

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