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

Wyaneth, Jemima; Simorangkir, Deborah

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

Wyaneth, Jemima and Simorangkir, Deborah (2020) The Effectiveness of Tokopedia’s Social Media Campaign ‘‘Tokopedia Spesial 9“ on Consumer Buying Decision. In: Proceedings of The First International Conference on Global Innovation and Trends in Economy, InCoGITE, 7 November 2019, Tangerang, Banten, Indonesia.

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Abstract

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 consum

Item Type:	Conference or Workshop Item (UNSPECIFIED)
Date Deposited:	04 Mar 2026 13:14
Last Modified:	17 Apr 2026 11:26
URI:	http://eprints.eai.eu/id/eprint/28791

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