Issue |
BIO Web Conf.
Volume 134, 2024
Maritime Continent Fulcrum International Conference (MaCiFIC 2024)
|
|
---|---|---|
Article Number | 01004 | |
Number of page(s) | 5 | |
Section | Maritime Science and Technology | |
DOI | https://doi.org/10.1051/bioconf/202413401004 | |
Published online | 28 October 2024 |
The Impact Of Online Marketing Using Influencer Services In Sungai Enam Otak-Otak Village, Indonesia
Enterpreneurship Study Program, Faculty Economic and Business Maritime, Universitas Maritim Raja Ali Haji
* Corresponding author: nurbayti87.nb@gmail.com
This research explores the effect of online marketing through influencer collaborations on the sales and brand awareness of otak-otak products from Sungai Enam Otak-Otak Village. The primary objective is to understand how influencer endorsements influence consumer purchase intentions and ultimately drive sales growth. In an increasingly digital marketplace, social media influencers have become powerful marketing tools, especially for small local businesses looking to broaden their customer base. This study examines how influencer endorsements can shape consumer perceptions and boost brand visibility, leading to increased sales volume for otak-otak products. By analyzing data on consumer reactions, sales figures, and social media engagement, this research provides practical insights for local businesses in utilizing influencer marketing as a strategy to enhance brand awareness and market penetration. The findings are expected to highlight the significance of online marketing strategies in building strong brand connections with consumers. Ultimately, the results of this study can assist local businesses in making informed decisions when developing their marketing plans, especially in the competitive food industry. Understanding the role of social media influencers in driving consumer behavior is critical for future marketing success.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.