Pengaruh Comunication Straregy Dalam Marketing 4.0 Terhadap Consumer Preferences Pada E-Comemercee Shopee Melalui Consumer Advocacy Sebagai Mediasi
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategy komunikasi dalam marketing 4.0 terhadap prefrensi konsumen pada e-commers shopee dengan advocacy konsumen sebagai variabel mediasi pada gen-z bandar lampung. Strategi komunikasi dalam marketing 4.0 merupakan sebuah bauran Teknik marketing modern yang menggunakan promosi, publisitas dan penjualan personal melalui influnser untuk mengkomunikasikan penjualan. sedangkan prefrensi konsumen sendiri merupakan prioritas konsumen dalam mengambil keputusan pembelian yang di dapat dari informasi yang didapatkan dengan menggunakan advokasi kunsumen yang menjembatani prioritas konsumen tersebut lebih terukur dengan rekomendasi atau penggaruh tokoh yang memperkenalkan produk sehingga membentuk prefrensi konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada pengguna Shopee. Sampel penelitian ditentukan menggunakan teknik purposive sampling. Data dianalisis menggunakan analisis jalur (Path Coefficient) untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa strategi komunikasi dalam Marketing 4.0 berpengaruh positif dan signifikan terhadap preferensi konsumen. Selain itu, advokasi konsumen terbukti berpengaruh positif terhadap preferensi konsumen serta mampu memediasi hubungan antara strategi komunikasi Marketing 4.0 dan preferensi konsumen Secara Parsial.
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