Pengaruh Digital Marketing dan Digital Literacy Terhadap Social Commerce Purchase Intention 

The Influence of Digital Marketing and Digital Literacy on Social Commerce Purchase Intention 

Pertumbuhan internet mengubah fungsi media sosial sebagai platform menyampaikan komunikasi pemasaran untuk menarik perhatian. Peran media sosial semakin dominan di kalangan masyarakat sehingga berdampak pada perkembangan e-commerce. Social commerce telah menjadi paradigma yang menarik untuk diteliti karena pesatnya pertumbuhan e-commerce. adanya gap penelitian tentang social commerce purchase intention yang ditinjau dari prekspektif pemasaran digital dan literasi digital di Indonesia. Sehingga diperlukan penelitian untuk menjabarkan dan mempelajari pengaruh content marketing, viral marketing, dan affiliate marketing sebagai bagian dari alat digital marketing serta digital literacy terhadap minat pembelian dalam konteks social commerce pada mahasiswa yang difokuskan pada platform Tiktok Shop untuk memfasilitasi pandangan yang lebih efektif.

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing diantaranya content marketing, viral marketing, dan affiliate marketing serta digital literacy terhadap social commerce purchase intention. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Populasi yang digunakan dalam penelitian ini adalah mahasiswa aktif Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya.  Teknik pengambilan sampel yang diterapkan dalam penelitian ini menggunakan teknik non-probability sampling dengan jenis purposive sampling dan diperoleh data sebanyak 344 responden yang memenuhi kriteria sebagai anggota sampel. Analisis data dilakukan dengan menggunakan pendekatan Structural Equation Modelling dengan Partial Least Squares (PLS-SEM) dengan bantuan SmartPLS 3.

Hasil menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Social Commerce Purchase Intention, Viral Marketing berpengaruh positif dan signifikan terhadap Social Commerce Purchase Intention, Affiliate Marketing berpengaruh positif dan signifikan terhadap Social Commerce Purchase Intention, dan Digital Literacy tidak berpengaruh terhadap Social Commerce Purchase Intention.

Kata Kunci: Content Marketing, Viral Marketing, Affiliate Marketing, Digital Literacy, Social Commerce Purchase Intention

The growth of the internet has changed the function of social media as a platform to deliver marketing communications to attract attention. The role of social media is increasingly dominant among the public, which has an impact on the development of e-commerce. Social commerce has become an interesting paradigm to research because of the rapid growth of e-commerce. there is a research gap on social commerce purchase intention viewed from the perspective of digital marketing and digital literacy in Indonesia. So that research is needed to describe and study the effect of content marketing, viral marketing, and affiliate marketing as part of digital marketing tools and digital literacy on purchase intention in the context of social commerce for students focused on the Tiktok Shop platform to facilitate a more effective view.

This study aims to determine the effect of digital marketing including content marketing, viral marketing, and affiliate marketing and digital literacy on social commerce purchase intention. This research uses a quantitative approach with explanatory research type. The population used in this study were active students of the Faculty of Economics and Business, Surabaya State University.  The sampling technique applied in this study used non-probability sampling technique with purposive sampling type and obtained data as many as 344 respondents who met the criteria as sample members. Data analysis was carried out using a Structural Equation Modeling approach with Partial Least Squares (PLS-SEM) with the help of SmartPLS 3.

The results show that Content Marketing has a positive and significant effect on Social Commerce Purchase Intention, Viral Marketing has a positive and significant effect on Social Commerce Purchase Intention, Affiliate Marketing has a positive and significant effect on Social Commerce Purchase Intention, and Digital Literacy has no effect on Social Commerce Purchase Intention.

Keywords: Content Marketing, Viral Marketing, Affiliate Marketing, Digital Literacy, Social Commerce Purchase Intention