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The Effectiveness of Tokopedia’s Social Media Campaign ‘‘Tokopedia Spesial 9“ on Consumer Buying Decision

This study analyzes the effectiveness of Tokopedia‟s social media campaign “Tokopedia Spesial 9” on consumer buying decision. To do so, this study employs the AIDA Model to measure the effectiveness of the social media campaign, and Marketing Mix Strategy to explore factors that influence the consumer buying decision. This study seeks to find out in which stages of purchasing behavior is the “Tokopedia Spesial 9” social media campaign most effective. To do so, a survey of 160 followers of Tokopedia‟s social media accounts in the age of 21 to 25 years old in the region of Southern Jakarta and Southern Tangerang. Additionally, to find out the most contributing factors that lead to consumer buying decision, in-depth interviews were conducted with 5 informants. Data was analyzed using colleration coefficient statistics. Findings show that Tokopedia‟s social media campaign “Tokopedia Spesial 9” is most effective at the Interest stage. This means that Tokopedia‟s consumers assume that the benefits of the products/services on the campaign fit their wants and needs. Furthermore, the most contributing factor that leads to consumer buying decision is whether the product is worth the price. According to the informants, what pushes them the most was the quality of the product, the urgency of the needs of the product, followed by the price of the product/services.