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ANALISIS PENGARUH MEDIA SOSIAL TERHADAP EFISIENSI PENJUALAN PRODUK DIGITAL PADA PLATFORM LYNK.ID

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The digital era has established social media as an effective marketing tool for digital products. Nevertheless, there remains a research gap concerning how specific elements of Social Media Marketing Activities (SMMA) influence Digital Product Sales Efficiency (DPSE) on creator aggregator platforms like Lynk.id. This research, therefore, aims to test the influence of five SMMA dimensions namely Interactivity, Informativeness, Personalization, Trendiness, and E-Word-of-Mouth (E-WoM) on DPSE on the Lynk.id Platform. This quantitative study utilized primary data collected through a questionnaire from 94 respondents who are active creators/sellers in the Lynk.id community group on the Telegram social media named “Lynk.id Creators Chat”. Data analysis was performed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results of the structural model analysis demonstrate that all independent variables (Interactivity, Informativeness, Personalization, Trendiness, and E-WoM) have a proven positive and significant influence on Digital Product Sales Efficiency. Interactivity facilitates two-way communication that accelerates purchase decisions; Informativeness provides clear information and reduces doubt; Personalization increases content relevance and speeds up purchasing response; Trendiness is capable of attracting consumer attention faster; and E-WoM builds trust that accelerates the product evaluation process. The research model is categorized as robust with an Adjusted R-Square value of 0.682, confirming that the five SMMA factors have highly significant predictive power on DPSE. Overall, social media marketing activities play a vital role in creating a more efficient digital sales process for Lynk.id creators.

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Detail Information

Series Title

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Call Number

T1894292025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xvi, 106 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.807

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Manajemen pemasaran
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

MI

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