Dampak Pemasaran Digital Terhadap Perilaku Konsumen Sebuah Studi Pada Platform Media Sosial
DOI:
https://doi.org/10.70134/jukoni.v2i1.274Keywords:
Digital Marketing, Consumer Behavior, Social Media, Purchasing Decisions, Content-Based MarketingAbstract
This study aims to analyze the relationship between the style of transformational leadership and employee motivation in the service sector. Transformational leadership style, which includes ideal influences, inspirational motivation, intellectual stimulation, and individual consideration, is seen as an effective leadership approach in increasing employee work motivation. Work motivation is measured based on two main aspects, namely intrinsic motivation and extrinsic motivation. This research concludes that transformational leadership is an important factor in increasing employee motivation, especially in the service sector that requires intensive interaction with customers. The practical implications of this study include the need for the development of training programs to equip leaders with transformational leadership capabilities, as well as the importance of empowering employees through personal attention and encouragement of innovation.
Downloads
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
Chaffey, D. (2019). Digital marketing: Strategy, implementation, and practice. Pearson Education.
Cova, B., & Pace, S. (2006). Brand community of convenience products: New forms of customer empowerment the case "My Nutella The Community". European Journal of Marketing, 40(9/10), 1087-1105. https://doi.org/10.1108/03090560610691246 https://doi.org/10.1016/j.bushor.2009.03.002
Education.
https://doi.org/10.1509/jmkg.68.1.1.24036
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of marketing. Pearson.
Laurell, C., & Voinov, V. (2016). Social media marketing and consumer behavior: From understanding to practice. Springer.
Mangold, W. G., & Faulds, D. J. (2009). Social media:
Marketing: Real people, real choices. Pearson
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2012).
The new hybrid element of the promotion mix.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage Publications.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Fostina Fosilai Dachi, Fostina Fosilai Dachi, Fifin Herlina Lase, Herman Kurniawan Ndruru (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
