Strategi E-Marketing dengan Pemanfaatan Influencer terhadap Keputusan Pembelian : Studi Kasus Brand Miniletics

Laisya Kezia Clarinta, R. Hidayat
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Abstract

In the digital era, online marketing plays a key role in achieving company targets. This research discusses online marketing strategies through E-Marketing with a campaign management approach supported by the presence of influencers. Using influencers, as experts in various fields, strengthens marketing messages by increasing credibility and appeal. This research focuses on evaluating the Mega Sale 11.11 campaign implemented by the Miniletics brand, with a special focus on the use of influencer marketing. The results of this research show that the targets set in the Mega Sale 11.11 campaign by utilizing influencer marketing still require improvement. Therefore, the aim of this research is to evaluate E-Marketing strategies by utilizing influencers on consumer purchasing decisions.
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利用影响者对购买决策施加影响的电子营销战略:品牌 Miniletics 案例研究
在数字时代,网络营销在实现公司目标方面发挥着关键作用。本研究讨论了通过电子营销的网络营销策略,以及以有影响力者的存在为支撑的活动管理方法。作为各领域的专家,使用有影响力的人可以提高可信度和吸引力,从而强化营销信息。本研究的重点是评估 Miniletics 品牌实施的 11.11 大型促销活动,尤其关注影响者营销的使用。研究结果表明,Mega Sale 11.11 活动利用影响者营销所设定的目标仍需改进。因此,本研究的目的是评估利用影响者对消费者购买决策进行影响的电子营销策略。
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