Peningkatan Product Sales Melalui Market Reach dan Influencer Marketing Dengan Creative Information Advertising Sebagai Variabel Mediasi Pada Online Marketplace di Indonesia. (Increasing Product Sales Through Market Reach and Influencer Marketing Using Creative Information Advertising As A Mediation Variable in Online Marketplace in Indonesia).

Kristianto, Tigor Aditya (2023) Peningkatan Product Sales Melalui Market Reach dan Influencer Marketing Dengan Creative Information Advertising Sebagai Variabel Mediasi Pada Online Marketplace di Indonesia. (Increasing Product Sales Through Market Reach and Influencer Marketing Using Creative Information Advertising As A Mediation Variable in Online Marketplace in Indonesia). Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This is descriptive quantitative study research that investigates inconsistencies in expanding market reach for product sales on the online market facilitated by 3rd party marketplace, and influencer marketing as a comparison factor the need for meditating variable creative information advertising on product sales. The population in this study were online marketers of SMEs, micro and small units. The data was taken through a google form survey and distributed through WhatsApp groups, Facebook groups, line, Instagram, and other social media, to online marketers of SMEs, micro and small units thought Indonesia on April 19, 2022 to June 2, 2022. This study used purposive sampling and using the lameshow formula to determine the number of samples, from 400 respondents selected and to be processed using SPSS and SEM-AMOS applications. The result of the hypothesis show that online marketplace mediates the expansion of market reach and influencer marketing for creative information advertising and indirectly affect product sales in the online marketplace. But directly, the expansion of market reach has no significant effect on product sales. The implication of this research is that to increase the number of sales in the online market in Indonesia, a creative and informative advertising design is needed to attract customers’ attention and reduce the impact of negative information due to differences in customer perceptions or view of the advertisements provided. The ability of marketers to create a creative advertisement will directly attract the attention of customers to pay attention to the advertisement, this must be further utilized to provide accurate and easily understood information by customers so that they can change their purchasing decisions. Keywords: Online marketplace, Market reach, Influencer marketing, Creative information advertising, Product sale

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Online marketplace, Market reach, Influencer marketing, Creative information advertising, Product sale.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User: 1271900031 tigor aditya kristianto
Date Deposited: 21 Sep 2023 01:41
Last Modified: 17 Oct 2023 02:21
URI: http://repository.untag-sby.ac.id/id/eprint/28252

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