KONTEN PEMASARAN MEDIA SOSIAL INSTAGRAM KONTRIBUSINYA PADA KEPUTUSAN PENGGUNAAN MOBIL RENTAL DI MITRA RENT CAR JAKARTA
DOI:
https://doi.org/10.31539/costing.v7i3.7524Keywords:
Social Media Marketing Content, Usage Decisions.Abstract
Social media platforms continue to grow along with the growth in the number of users and connoisseurs of social media content. Instagram, Facebook, TikTok and Telegram are the most popular social media in Indonesia. The phenomenon of the development of social media was then used by PT Mitra Alya Rizky or commonly called Mitrarentcar.id (MRC) to market its services. Mitra Rent Car uses the Instagram social media "@mitrarentcar_official" with a total of 213 Instagram followers. This study aims to see how Instagram social media marketing content contributes to the decision to use a rental car at Jakarta Rent Car Partners. The research method is explored in a quantitative way which is then broken down descriptively. The unit of observation in this study was Jakarta Rent Car Partners, while the unit of analysis was Jakarta Rent Car Partner consumers with a sample of 100 samples. The results of the research and discussion found that Instagram social media marketing content contributed optimally in providing support for the decision to use a rental car at Jakarta Rent Car Partners. Thus, marketing content needs to be maintained and its contribution re-increased in encouraging consumer buying behavior.
References
Aziz, Abdul R. (2020). E-Book Digital Marketing Content.
Clow, E. K & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications. USA: Pearson Education
Du Plessis, C. (2015). Academic guidelines for content marketing: research-based recommendations for better practice. ECSM2015- Proceedings of the 2nd European Conference on Social Media 2015: ECSM 2015, pp. 122
Halvorson, K. and Rach, M. (2012). Content Strategy for the Web. Berkeley, CA: New Riders.
Handley, A. and Chapman, C.C., 2011. Content Rules. Hoboken, NJ: Wiley
Holliman, G. and Rowley, J., (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), pp. 269 – 293. doi:10.1108/JRIM02-2014-0013
Järvinen, J. and Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, pp.164-175
Karr, D. (2016). How To Map Your Content To Unpredictable Customer Journeys. Meltwater Outside Insight . Meltwater.
Kotler, P & Keller, K. L (2019). Marketing Management. New Jersey: Prentice Hall.
Kucuk, S. U., & Krishnamurty, S. (2007). An Analysis of Consumer Power On The Internet. Technovation, 27, 47 – 56.
Peter, J. P., & Olson, J. C. (2013). Consumer Behavior & Marketing Strategy. McGraw-Hill Education.
Pulizzi, J. (2012). The Rise of Storytelling as the new Marketing. Springer Science + Business Media, 28(2), pp. 116-123.
Pulizzi, J. and Barrett, N. (2008). Get Content, Get Customers. Bonita Springs, FL: Voyager Media.
Rahman, T. (2019). Pengaruh Content Marketing Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Caffe Go-Kopi Di Kota Malang). Skripsi Respositari UIN MMI Malang, 1–147.
Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24 (5-6), pp.517-540.
Shma. (2012). Management Education. Management Articles and Institutes. Retrieved from https://managementation.com/5-stages-of-consumer-buying-decision-process/ (2019, Sept 12).
Sugiyono (2019). Metode Penelitian Pendidikan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Wuebben, J. (2012). Content is Currency. Boston, MA: Nicholas Brealey.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Donni Juni Priansa, Rayi Ageng Betari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
