Pengaruh Influencer Untuk Strategi Pemasaran Digital Era Modern di Sosial Media
Abstract
Penjualan barang dagang melalui fitur broadcast message di Blackberry pada awal tahun 2010-an adalah awal mula perdagangan digital yang dilakukan oleh masyarakat Indonesia. Meskipun pengecekan pembayaran untuk transaksi jual beli secara manual, perdagangan melalui fitur ini sangat tinggi. Namun seiring munculnya banyak marketplace digital, masyarakat Indonesia beralih melakukan transaksi jual beli melalui platform lain seperti media sosial. Istilah engagement media sosial sangat penting dalam masa ini. Istilah tersebut digunakan untuk melihat intensitas pengguna lain untuk berkunjung ke akun halaman media sosial kita. Namun beberapa kali algoritma media sosial berubah sehingga trik peningkatan engagement selalu gagal. Rendahnya engagement media sosial ini dapat diselesaikan dengan menyewa jasa influencer di media sosial. Berdasarkan data statistik, penggunaan influencer tiap tahun makin tinggi sehingga jasa influencer masih sangat diminati. Tetapi risiko tinggi penggunaan influencer muncul karena sejumlah 10% dari total akun media sosial adalah akun palsu atau akun bot. Sehingga langkah mencegah risiko tersebut, brand harus mengecek statistik engagement calon influencer yang akan disewa. Selain itu, wawasan influencer terhadap product knowledge yang akan ditawarkan melalui media sosial harus diperhatikan. Karena sekitar 20% brand bingung memilih influencer yang cocok dengan brand. Berdasarkan penelitian tentang penyewaan jasa influencer dii Tokopedia yang dilakukan oleh Herianto dan Hasbi (2021) bahwa variabel Social Media Influencer, pernyataan yang mendapatkan skor terendah adalah influencer mampu memberikan informasi tentang Tokopedia dengan sangat baik ", peneliti menyarankan agar PT. Tokopedia dapat membantu influencer memberikan informasi yang dibutuhkan seperti diskon dan promo yang sedang berlangsung pada Tokopedia ataupun influencer dapat memiliki salah satu toko di Tokopedia. Hal ini dapat disimpulkan bahwa influencer masih dapat dinilai mampu untuk meningkatkan penjualan suatu brand di era masa modern digital.
Keywords: engagement ,digital, influencer, penjualan digitalReferences
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