PENGARUH IKLAN DIGITAL DAN PROMOSI PENJUALAN TERHADAP MINAT BELI MAHASISWA UNIVERSITAS MUHAMMADIYAH PALEMBANG PADA SEPATU CONVERSE
Keywords:
pemasaran digital, perilaku konsumen, generasi ZAbstract
Penelitian ini menguji pengaruh iklan digital dan promosi penjualan terhadap minat beli mahasiswa pada produk sepatu. Latar belakang penelitian didasari transformasi pemasaran digital dan perlunya pemahaman efektivitas strategi komunikasi pemasaran terhadap konsumen muda. Metode kuantitatif eksplanatori diterapkan dengan menyebarkan kuesioner kepada 150 responden mahasiswa, dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan SmartPLS 4. Hasil penelitian menunjukkan perbedaan pengaruh yang signifikan antara kedua variabel independen. Iklan digital terbukti berpengaruh positif dan signifikan terhadap minat beli (β=0.688, p=0.0005), sementara promosi penjualan meskipun menunjukkan arah positif tidak signifikan secara statistik (β=0.260, p=0.1949). Temuan ini mengindikasikan bahwa dalam konteks mahasiswa sebagai konsumen produk sepatu, strategi komunikasi pemasaran yang berfokus pada pembangunan citra dan pengalaman melalui kanal digital jauh lebih efektif membangkitkan minat beli dibandingkan strategi insentif finansial konvensional. Kesimpulan penelitian menekankan urgensi reorientasi strategi pemasaran digital yang memprioritaskan kualitas konten dan pengalaman brand dalam iklan digital, serta perlunya reinvensi format promosi penjualan agar lebih relevan dengan nilai-nilai konsumen muda. Implikasi teoritis memperkaya literatur perilaku konsumen generasi Z, sedangkan implikasi praktis memberikan panduan strategis bagi pelaku industri fashion dalam mengalokasikan sumber daya pemasaran digital.
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