Pengaruh Strategi Pemasaran Online Terhadap Keputusan Pembelian Konsumen Pada Produk Mixue di Kota Jayapura
DOI:
https://doi.org/10.55606/jebaku.v3i3.2865Keywords:
Online Marketing Strateg, Consumer Purchasing Decisions, Mixue, Qualitative, PapuaAbstract
This research discusses the influence of online marketing strategies on consumer purchasing decisions for Mixue products in Jayapura City. This research uses qualitative methods to understand social phenomena and people's perspectives on these topics. Mixue is a franchise company that sells soft ice cream and tea drinks, originating from China and has expanded to Indonesia. Mixue's marketing strategy includes low prices, targeting lower market segments, and social marketing via social media. Mixue has also expanded to Papua by opening several branches there. The conclusions of this research are written carefully, fairly and honestly, based on the facts of existing research findings, and being careful if there are attempts at generalization. The sources used cover various topics related to marketing management, integrated marketing communications, consumer behavior, and product innovation. This research provides insight into how online marketing strategies can influence consumer purchasing decisions, especially Mixue products in Jayapura City.
References
Antony, M. (2008). What is social media?. London: iCrossing.
Creswell, John W. 2015. Penelitian Kualitatif & Desain Riset. Yogyakarta: Pustaka Pelajar. http://repository.unika.ac.id/20978/4/14.E1.0119%20VANIA%20PARAMITHA%20%285.08%29..pdf%20BAB%20III.pdf diakses pada 10 November 2023.
Irwansyah, R., dkk. (2021). Perilaku konsumen. Cetakan Pertama. Bandung: Widina Bhakti Persada (Grup CV. Widina Media Utama).
Kim, Angella Jiyoung & Eunju Ko. (2012). Dampak Pemasaran Media Sosial Merek Fashion Mewah terhadap Hubungan Pelanggan dan Niat Membeli. Jurnal Pemasaran Mode Global.
Kotler, P. & Gary A. (2016). Prinsip-prinsip pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.
Kotler, P. & Keller, K. L. (2016). Marketing management, 15th edition. United States: Pearson Education.
Kotler, P., dan G. Armstrong. (2008). Prinsip-prinsip pemasaran. Edisi kedua belas. Jilid ke satu. Jakarta:Erlangga.
Kotler, Philip. 2008. Manajemen Pemasaran Edisi 12 Jilid 2. Jakarta: Indeks.
Mangold, W. G. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.
Manthiou, A., Chiang, L., & Tang, L. (2013). Identifying and responding to cutomer needs on Facebook Fan pages. International Journal of Technology and Human Interaction, 9(3), 36–52.
Martin, K., & Todorov, I. (2010). Bagaimana platform digital akan dimanfaatkan pada tahun 2010, dan bagaimana platform digital akan mengubah cara masyarakat berinteraksi dengan merek? Jurnal Periklanan Interaktif, 10(2), 61–66.
Media Jubi Papua, 2023. Mixue, es krim yang menggoda dan memaksa antre warga Jayapura.https://jubi.id/ekonomi/2023/mixue-es-krim-yang-menggoda-dan memaksa-antre-warga-jayapura/. Di akses pada 10 November 2023
Mullins, John W dan Walker Jr, Orville C. 2013. Marketing Management: A Strategic Decision-Making Approach, 8th Edition, McGraw-Hill International Edition.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Memperkenalkan COBRA: Menjelajahi motivasi penggunaan media sosial terkait merek. Jurnal Periklanan Internasional, 30(1), 13–46.
Priansa, D.J. (2017). Komunikasi pemasaran terpadu pada era media sosial. Bandung: CV Pustaka Setia. Eilean Hooper-Greenhil, 2000.
Rahman, D. F. (2022, December 27). Profil Mixue, Perusahaan Es Krim dan Teh Tiongkok yang Aktif Ekspansi. Katadata.Co.Id.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatig, dan R&D. Bandung: Alfabeta.
Tjiptono, Fandy. (2008). Strategi Pemasaran. Edisi ketiga. Yogyakarta:Penerbit ANDI.
Vollmer, C. & Precourt, G. 2008. Always on: Advertising, marketing, and media in an era of consumer control. New York, NY: McGraw-Hill.
Yusuf, A. (2021). The influence of product innovation and brand image on customer purchase decision on oppo smartphone products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2(1), 472-481.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Ekonomi Bisnis dan Akuntansi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
