Analisis pemasaran digital terhadap penjualan video game online pada perusahaan toko game di Jakarta Barat
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Abstract
Digital marketing is a type of marketing that promotes goods or services through digital channels to communicate with potential customers. With technological advancements, digital marketing has become essential for companies in marketing their products. One of the most popular digital marketing channels today is social media, such as TikTok, Instagram, Facebook, and Twitter/X, which are used by many people worldwide for both work and entertainment. Social media serves as a new bridge for companies to market their products through various forms, such as audiovisual content, discussions in the comments section, and the use of influencers or endorsements in posts. This study aims to complement previous research and analyze more deeply the role of social media in the sales of online video games at a game store in West Jakarta. This research employs a quantitative method with data collected through questionnaires and non-probability sampling techniques, involving a total of 90 respondents. The analysis is conducted using the PLS-SEM method, revealing that social media platforms TikTok and Instagram positively influence the sales of online video games, whereas Facebook and Twitter/X, though influential, do not show significant effects. Based on these findings, it can be concluded that the social media platforms studied have the potential to influence online video game sales, although not all do so significantly. The game store in question is advised to improve the content displayed on Facebook and Twitter so that all social media channels can more effectively contribute to increasing sales.
Digital marketing adalah jenis pemasaran yang mempromosikan barang atau jasa melalui saluran digital untuk berkomunikasi dengan calon pelanggan. Seiring dengan kemajuan teknologi, digital marketing menjadi esensial bagi perusahaan dalam memasarkan produk mereka. Salah satu saluran digital marketing paling populer saat ini adalah media sosial, seperti TikTok, Instagram, Facebook, dan Twitter/X, yang digunakan oleh banyak orang di seluruh dunia baik untuk bekerja maupun hiburan. Media sosial ini menjadi jembatan baru bagi perusahaan dalam memasarkan produk mereka melalui berbagai bentuk, seperti konten audiovisual, diskusi di kolom komentar, serta penggunaan influencer atau endorsement dalam postingan. Penelitian ini bertujuan melengkapi penelitian terdahulu dan menganalisis lebih dalam mengenai peran media sosial terhadap penjualan video game online di toko game di Jakarta Barat. Penelitian ini menggunakan metode kuantitatif dengan data yang diperoleh melalui kuesioner dan teknik pengambilan data non-probability sampling, dengan jumlah sampel sebanyak 90 responden. Analisis dilakukan menggunakan metode PLS-SEM, dan ditemukan bahwa media sosial TikTok dan Instagram terbukti berpengaruh positif terhadap penjualan dan video game online, sedangkan Facebook dan Twitter/X berpengaruh tetapi tidak signifikan. Berdasarkan temuan tersebut, dapat disimpulkan bahwa media sosial yang diteliti mampu memengaruhi penjualan video game online, meskipun tidak semuanya secara signifikan. Toko game yang diteliti disarankan untuk lebih meningkatkan konten yang ditampilkan pada Facebook dan Twitter agar semua saluran media sosial yang dimiliki dapat berkontribusi lebih efektif dalam meningkatkan penjualan.
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