Analisis Kuantitatif Pengaruh Jaringan Pemasaran dalam Meningkatkan Penjualan dan Pangsa Pasar di Indonesia Studi Kasus pada Industri E-commerce

Thanwain Thanwain, Baso Amang, Ramlawati Ramlawati

Abstract


Penelitian ini menyelidiki dinamika kompleks antara strategi jaringan pemasaran, kinerja penjualan, dan pangsa pasar di industri e-commerce Indonesia. Menggunakan desain penelitian kuantitatif, studi ini mengintegrasikan statistik deskriptif, analisis korelasi, dan analisis regresi berganda untuk mengetahui dampak pemasaran media sosial, kolaborasi dengan influencer, pemasaran afiliasi, dan iklan tradisional. Temuan yang didasarkan pada data survei yang dikumpulkan dari konsumen dan bisnis e-commerce menunjukkan bahwa kolaborasi dengan influencer merupakan pendorong utama, dengan pemasaran media sosial dan pemasaran afiliasi memainkan peran pelengkap. Iklan tradisional menghadapi tantangan dalam lanskap kontemporer. Wawasan ini menawarkan panduan praktis bagi bisnis yang ingin mengoptimalkan strategi pemasaran mereka dalam ekosistem e-commerce Indonesia yang berkembang pesat.

Kata Kunci: Strategi Pemasaran Jaringan, Kolaborasi dengan Influencer, Ekosistem E-commerce Indonesia.

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DOI: https://doi.org/10.37531/sejaman.v7i1.6909

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