ANALISIS DAMPAK IKLAN PAYDAY SALE SHOPEE DI YOUTUBE TERHADAP KETERLIBATAN MEREK DAN KEPUTUSAN PEMBELIAN KONSUMEN
DOI:
https://doi.org/10.1234/jumder.v1i3.53Keywords:
Payday, Sale, Brand Engagement, Keputusan Pembelian, Social Media MarketingAbstract
This research adopts a literature review approach to explore the effectiveness of Shopee's Payday Sale advertising strategy on YouTube, focusing on its impact on brand engagement and online purchasing decisions. By collecting data from a variety of sources, including prominent journals identified through the Publish or Perish software and analyzed using the PRISMA diagram method, we reviewed 40 articles related to the topics of digital marketing and consumer behavior in e-commerce from 2019 to 2024. While offering valuable insights, this study has certain limitations, such as focusing on a specific set of time periods and potentially overlooking more recent publications. The conclusion highlights the complexity of challenges and opportunities in digital marketing, stressing the need for a deeper understanding and innovative approaches to enhance marketing effectiveness.
Penelitian ini mengadopsi pendekatan kajian literatur untuk menganalisis efektivitas strategi iklan Payday Sale Shopee di media hiburan YouTube terhadap brand engagement dan keputusan belanja online konsumen. Dengan mengumpulkan data dari 40 artikel relevan yang dipilih menggunakan metode diagram PRISMA, penelitian ini menyoroti hubungan antara strategi pemasaran digital, khususnya iklan di YouTube, dan pengaruhnya terhadap keterlibatan merek serta perilaku belanja konsumen. Artikel-artikel yang dianalisis mencakup publikasi dari tahun 2019 hingga 2024, yang menunjukkan bahwa iklan dengan elemen hiburan dapat meningkatkan brand engagement dan niat beli, terutama di kalangan generasi muda yang lebih aktif di platform media sosial. Meskipun penelitian ini memberikan wawasan yang signifikan tentang penggunaan YouTube sebagai saluran pemasaran, terdapat keterbatasan terkait dengan cakupan platform media sosial lainnya dan data yang mungkin belum sepenuhnya mencakup tren terkini. Kesimpulannya, temuan ini menegaskan bahwa iklan yang menggabungkan hiburan dan interaktivitas dapat memperkuat hubungan antara konsumen dan merek, serta mempengaruhi keputusan belanja online secara positif.
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