The Influence of Call To Action Marketing Strategy in Tiktok and Instagram Content on Customer Purchasing Decision Among Politeknik Negeri Bandung Students
Abstract
The aim of this research is to determine the extent of the influence of the call to action marketing strategy in TikTok and Instagram content is on customer purchasing decision among Politeknik Negeri Bandung students. A total of 101 respondents, consisting of Politkeknik Negeri Bandung students with various study programs. Data processing in this research utilize descriptive analysis, correlation analysis, and simple linear regression. This research results stated that the call to action marketing strategy in TikTok and Instagram content had a low influence on customer purchasing decision, which had 25,2%, while the remaining 74,8% was influences by other variables beyond the ones investigated.
References
Afrilia, A. M. (2018). Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora Umum” dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi. Vol. 1 (!), 147-157. https://doi.org/10.24329/jurkom.v1i1.21.
Annur, C. M. (2023). Retreived 25 November, 2023, from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2023/11/01/indonesia-masuk-5-besar-negara-dengan-pengguna-instagram-terbanyak-di-dunia.
Annur, C. M. (2023). Retreived 25 November, 2023, from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2023/05/24/pengguna-tiktok-di-indonesia-terbanyak-kedua-di-dunia-per-april-2023-nyaris-salip-as.
Bagas Ilham Lucyantoro, & Moch. Rizaldy Rachmansyah. (2017). Penerapan Strategi Digital Marketing, Teori Antrian Terhadap Tingkat Kepuasan Pelanggan: (Studi Kasus di MyBCA Ciputra World Surabaya). EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 5(1), 38–57.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and practice (7th ed.). Boston: Pearson.
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital PT.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun Tiktok Javafoodie). Khasanah Ilmu: Jurnal Pariwisata Dan Budaya , Vol. 12 (1), 65-71.
Gunawan, C., & Septianie, I. (2021). The Effect of Trust and Risk Perceptions Using E-Commerce on Consumer Purchase Intentions. Journal of Economics and Business (JECOMBI), 1(3), 239–247.
Keegan, B., & Rowley, J. (2017). Evaluation and Decision-Making in Social Media Marketing. Management Decision Journal, Vol. 55, 15-31. https://doi.org/10.1108/MD-10-2015-0450.
Kim, S., & Park, H. (2013). Effects of Various Characteristics of Social Commerce (S-Commerce) on Consumers. Trust and Trust Performance. International Journal of Information Management, Vol. 33, 318-332.
Liang, T., & Turban, E. (2011) Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce. Vol. 16, 5-14.
Lindawati, S., Hendri, M., & Hutahaean, J. (2020). Pemasaran Digital. Bandung: Yayasan Kita Menulis.
Macarthy, A. (2015). 500 Social Media Marketing Tips. Wales: Andrew Macarthy.
Meodia, A. (2020). Retreived 26 November 2023, from antaranews.com: https://www.antaranews.com/berita/1678882/5-media-sosial-paling-populer-di-dunia-pada-q2-2020.
Mulyadi, Agustinus; Eka, Dian; Nailis, W. (2018). Pengaruh Kepercayaan, Kemudahan, dan Kualitas Informasi Terhadap Keputusan Pembelian di Toko Online LAZADA. Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 2, 87–94.
Musnaini, Suherman, Hadion Wijoyo, & Irjus Indrawan. (2021). Digital Marketing (1st ed.). Banyumas: Pena Persada CV. https://www.researchgate.net/profile/HadionWijoyo/publication/344163047.
Novenda, R., Hidayat, W., & Listyorini, S. (2013). Pengaruh Citra Merek Dan 1152 Kualitas Pelayanan Dengan Minat Memakai Jasa Sebagai Variabel Intervening Terhadap Keputusan Pemakaian Jasa Pengiriman Paket PT Pos Indonesia. Jurnal Ilmu Administrasi Bisnis, 2(4), 198-205, https://doi.org/10.14710/jiab.2013.36 39.
Permatasari, C. D. (2015). Pengaruh Kepercayaan, Keamanan, Persepsi Resiko, dan Kualitas Pelayanan terhadap Keputusan Pembelian Secara Online (Studi pada Pengguna Situs Olx.co.id d/h berniaga.com). Final Project. Semarang: Universitas Dian Nuswantoro Semarang.
Prosenjit, G., & Anwesan, G. (2021). An Unsual Case of Video App Addiction Presenting as Withdrawl Psychosis. International Journal of Recent Scientific Research. Vol. 12 (1), 40455-40457. https://doi.org/10.24327/IJRSR.
Rahayu, P. D., & Djawoto, D. (2017). Pengaruh Kemudahan, Kepercayaan, Dan Kualitas Informasi Terhadap Keputusan Pembelian Secara Online Di Tokopedia. Jurnal Ilmu Dan Riset Manajemen (JIRM), 6(10).
Rusmayanti, D. S., & Agustin, S. (2021). Pengaruh Electronic Word of Mouth Di Tiktok Terhadap Minat Beli Konsumen Di Shopee Pada Era Pandemi Covid-19 di Kota Bandung. International Journal Administration, Business and Organization (IJABO), 2(3), 31–38. https://ijabo.a3i.or.id.
Saputra, D. H., Sutiksno, D. U., Kusuma, A. H. P., Romindo, R., Wahyuni, D., Purnomo, A., & Simarmata, J. (2020). Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan Kita Menulis.
Sartika, F., & Abdillah, L. (2020). Indentifikasi Segmentasi Demografi, Psikografis dan Dampaknya pada Keputusan. International Journal Administration, Business and Organization (IJABO), 1(1), 49–55. https://ijabo.a3i.or.id.
Slamet, D.P. (2023). Pengaruh Iklan Instagram Stories terhadap Keputusan Pembelian Mahasiswa. International Journal Administration, Business and Organization (IJABO), 4(2), 51-61. https://ijabo.a3i.or.id.
Stephen, A.T., & Toubia, O. (2010). Deriving Value from Social Commerce Networks. Journal of Marketing Research, Vol.47, 215-228. http://dx.doi.org/10.1509/jmkr.47.2.215.
Tim Slice Blog. (2023). Retreived 25 November, 2023, from blog.slice.id: https://www.blog.slice.id/blog/tiktok-vs-instagram-reels-mana-yang-lebih-cuan-buat-bisnis.
Utari, M., & Rumyeni, R. (2017). Pengaruh Media Sosial Instagram Akun @princessyahrini terhadap Gaya Hidup Hedonis para Followersnya. Jurnal Online Mahasiswa FISIP. Vol.4 (2), 1-22.
Vafainia, Saeid & Breugelmans, Els & Bijmolt, Tammo, 2019. Calling Customers to Take Action: The Impact of Incentive and Customer Characteristic on Direct Mailing Effectiveness. Journal OF Interactive Marketing. Vol. 45 (C), 62-80.
Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials?. International Journal of Information Management. Vol. 44, 164-177. https://doi.org/10.1016/j.ijinfomgt.2018.10.016.
Copyright (c) 2024 Muhammad Fadhil Maulana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Authors retain copyright to their articles, excluding any third-party images and other material that are subject to copyright by their respective owners.
By submitting the manuscript to the International Journal Administration, Business & Organization (IJABO), the author agrees to this policy. No special document approval is required.
- All the author(s) agree the above article for publication in the Journal «International Journal Administration, Business & Organization (IJABO)».
- The above-mentioned article is the author(s)’ original work and has not been published before and is not currently under consideration for publication elsewhere.
- All the author(s) agree with the journal’s «International Journal Administration, Business & Organization (IJABO)»
- The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
- I/we have given final approval of the submitted manuscript.
- The Article contain no libelous or other unlawful statements and do not contain any materials that violate any personal or proprietary rights of any other person or entity.
- The author(s) no conflict of interest that may affect the integrity and the validity of the findings presented in it.
- I/we have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
- If I/we am using any personal details or images of patients, research subjects or other individuals, I have obtained all consents required by applicable law and complied with the publisher’s policies relating to the use of such images or personal information.
- All Authors are aware that they can deposit (self-archive) (a) submitted article, (b) accepted for publication article or (c) the final published version of the article in any suitable source (e.g., institutional or other specialized repositories, personal websites, etc.) without embargo period. In case of self-archiving authors should also acknowledge the Publisher and the Publication and deposit an URL to the article (if available).
Licence
International Journal Administration, Business & Organization (IJABO) is published under the terms of the Creative Commons Attribution- ShareAlike 4.0 Internasional license (CC BY-SA 4.0). This license permits anyone to:.
Sharing - copy and redistribute this material in any form or format;
Adaptation - modify, modify, and make derivative works of this material for any purpose.
Attribution - You must include the appropriate name, include a link to the license, and state that changes have been made. You may do this in a manner that is appropriate, but not implying that the licensor endorses you or your use.
Share Alike - If you compose, modify, or make derivative works of this material, you must distribute your contributions under the same license as the original material.
