Pengaruh Media Sosial dan Influencer Marketing Terhadap Pertumbuhan Bisnis Digital
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial dan influencer marketing terhadap pertumbuhan bisnis digital di era kontemporer. Dengan menggunakan pendekatan kualitatif berbasis studi literatur, penelitian ini mengkaji bagaimana media sosial berkontribusi terhadap pertumbuhan bisnis digital serta menganalisis efektivitas influencer marketing dalam meningkatkan brand awareness dan penjualan. Analisis dilakukan menggunakan Teori Uses and Gratifications yang menjelaskan bagaimana konsumen secara aktif memilih media untuk memenuhi kebutuhan mereka. Hasil penelitian menunjukkan bahwa media sosial memberikan dampak signifikan terhadap pertumbuhan bisnis digital melalui peningkatan jangkauan pasar, engagement konsumen, dan efisiensi biaya pemasaran. Influencer marketing terbukti efektif dalam membangun kepercayaan konsumen dan meningkatkan konversi penjualan melalui konten autentik dan targeted marketing. Kesimpulannya, integrasi strategis media sosial dan influencer marketing menjadi kunci kesuksesan bisnis digital dalam menghadapi kompetisi pasar yang semakin ketat.
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