Kajian Literatur Dampak dan Pengaruh Digital Influencer Marketing terhadap Perkembangan Strategi Bisnis
DOI:
https://doi.org/10.24002/konstelasi.v3i1.7098Keywords:
Pemasaran, Influencer Marketing, Saluran PemasaranAbstract
Abstrak. Media sosial menghubungkan individu di seluruh dunia, di mana kekuatan interaksi dan berbagi informasi telah bergeser dari perusahaan menjadi berorientasi pada kebutuhan pelanggan. Peran influencer khususnya pada saluran pemasaran digital seperti media sosial telah digunakan sebagai solusi untuk memengaruhi tingkat keputusan pembelian konsumen dan dengan meningkatkan tingkat pembelian terhadap produk dan layanan yang dipasarkan. Pada penelitian ini menggunakan metode studi literatur untuk menemukan dampak pemanfaatan influencer pada media sosial, kelebihan dan kekurangan menggunakan jasa influencer dan faktor-faktor apa saja yang mendorong organisasi pada era moderen saat ini wajib menggunakan influencer sebagai bagian dari strategi pemasaran mereka. hasil akhir yang didapatkan adalah adanya gambaran secara luas mengenai peran influencer sehingga dapat menjadi masukan bagi organisasi bisnis dalam mengembangkan strategi pemasaran mereka.
Abstract. Social media connects individuals around the world, where the power of interaction and information sharing has shifted from corporate to customer oriented. The role of influencers especially in digital marketing channels such as social media has been used as a solution to influence the level of consumer purchasing decisions and by increasing the level of purchase of products and services being marketed. This research uses the literature study method to find the impact of using influencers on social media, the advantages, and disadvantages of using influencer services and what factors encourage organizations in the modern era to use influencers as part of their marketing strategy. The result obtained is a broad description of the influencer's role so that it can become input for business organizations in developing their marketing strategy.
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