Pengaruh Strategi Pemasaran Digital Terhadap Kinerja Penjualan Produk Fashion Di E-commerce Tiktok Shop
DOI:
https://doi.org/10.62337/jsse.v2i1.15Keywords:
Pemasaran Digital, Citra Merek, Loyalitas Pelanggan, Fashion, e-commerceAbstract
Pada era digital yang saat ini terus berkembang, strategi pemasaran memegang peranan penting dalam mencapai pertumbuhan penjualan yang berkesinambungan di sektor e-commerce. Tujuan penelitian ini adalah untuk mengetahui dampak dari strategi pemasaran digital terhadap kinerja penjualan produk fashion di Tiktok Shop. Metode yang digunakan dengan pendekatan kuantitatif dengan sempel 31 pengguna Tiktok, menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) untuk menganalisa keterkaitan variabel-variabel tersebut. Hasil penelitian ini menunjukkan penerapan strategi pemasaran digital secara efektif dapat meningkatkan visibilitas citra merek, loyalitas pelanggan dan kinerja penjualan. Studi ini memberikan wawasan dan pengaruh bagi platform e-commerce dalam mengoptimalkan strategi pemasaran digital guna memanfaatkan sepenuhnya potensi di pasar online yang semakin kompetitif
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