PENGARUH IKLAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ERA MEDIA SOSIAL
Keywords:
Iklan Digital, Keputusan Pembelian, Media Sosial, Pemasaran Digital, Konsumen.Abstract
Kemajuan teknologi informasi, khususnya media sosial, telah membawa perubahan besar pada cara pandang terhadap pemasaran dan pengambilan keputusan konsumen. Iklan digital yang disampaikan melalui platform seperti Facebook, Instagram, Twitter, dan YouTube membuka peluang bagi perusahaan untuk menjangkau audiens secara lebih luas dan tersegmentasi. Penelitian ini bertujuan untuk mengkaji dampak iklan digital terhadap keputusan pembelian konsumen di era media sosial. Melalui survei terhadap 300 pengguna media sosial, penelitian ini menemukan bahwa iklan digital berdampak signifikan terhadap perilaku transaksi pembelian konsumen Aspek seperti keunggulan visual iklan kesesuaian konten, dan interaktivitas media sosial menjadi faktor penting dalam memengaruhi pilihan untuk membeli. Hasil penelitian ini diharapkan dapat memberikan acuan bagi perusahaan dalam merancang strategi pemasaran yang lebih efisien melalui media sosial.
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